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Segmentation of Indian shoppers in the context of organic foods

Muhammad Ahsan Sadiq (Department of Business Administration, Aligarh Muslim University Malappuram Centre, Kerala, India)
Balasundaram Rajeswari (Department of Management Studies, School of Management, Pondicherry University, Pondicherry, India)
Lubna Ansari (Department of Business Administration, Aligarh Muslim University Malappuram Centre, Kerala, India)

South Asian Journal of Business Studies

ISSN: 2398-628X

Article publication date: 16 December 2019

Issue publication date: 22 May 2020

394

Abstract

Purpose

The purpose of the paper is to segment and profile the Indian shoppers in the context of organic foods in India. It proposes to use a healthy lifestyle (HL) as a segmenting variable and to use a factor-cluster analysis approach to achieve the same. The current study is expected to add a substantial base to the segmentation literature in marketing.

Design/methodology/approach

Food stores in Indian metropolitan city Chennai are sampled, and data is collected in the form of a mall intercept survey method. In total, 441 usable structured questionnaires are filled by the respondents which are subjected to suitable statistical analysis.

Findings

Three significantly different consumer segments emerged from the given sample of respondents, which shows uniqueness concerning consumer’s, HL features, demographics and the variables of the theory of planned behavior (TPB).

Research limitations/implications

Clustering method used to segment the potential shoppers of organic foods is an exploratory technique only. It cannot be treated or generalized to the population like those of inferential techniques. The researcher suggested testing the same with a larger sample size and in a different context. It is limited to urban and suburban facets of the metropolitan city in India.

Originality/value

The study will be helpful to marketers and decision makers to target the potential organic foods consumers.

Keywords

Citation

Sadiq, M.A., Rajeswari, B. and Ansari, L. (2020), "Segmentation of Indian shoppers in the context of organic foods", South Asian Journal of Business Studies, Vol. 9 No. 2, pp. 167-192. https://doi.org/10.1108/SAJBS-05-2019-0093

Publisher

:

Emerald Publishing Limited

Copyright © 2019, Emerald Publishing Limited

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