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The purpose of this paper is to identify drivers and barriers for the demand of organic poultry to provide recommendations for market actors.

644 consumers were interviewed through computer-assisted self-interviews in four regions (north, south, east and west) of Germany in front of conventional supermarkets and organic food shops. The survey data were analysed differentiating between three consumer segments. In addition to descriptive analysis, an explorative factor analysis was conducted and a multinomial logit model was applied.

The results show that consumer preferences, attitudes and determinants of purchase decisions differ significantly between consumer groups. Price sensitivity, appreciation of animal-welfare, belief in altruistic benefits of organic poultry production, as well as the influence of media reports are important determinants for the purchase decision of different consumer segments.

This study provides information for market actors regarding which strategies to adopt to increase the sales potential of organic poultry indifferent consumer segments.

The organic poultry market has great potential as it can meet the growing demand for healthy and sustainable products which are produced in an animal-friendly way. However, its market share still lies far below the overall organic market share for food products in total. Reasons for the low market share were not explored in-depth until now.

This study aims to explore the antecedents related to luxury brand loyalty in the Indian Gen Z consumer segment. It obtains the connection between luxury brand attachment, luxury brand trust and luxury brand loyalty. The study also envisages how luxury brand trust plays a mediation role in strengthening the relationship between luxury brand attachment and luxury brand loyalty in the Indian Gen Z consumer segment.

The empirical investigation is based on the Indian Gen Z consumer segment. Data was acquired with the help of a structured questionnaire, following convenience and snowball sampling techniques. A total of 230 primary responses was used for the statistical analysis of the present research. The analysis was carried out with the help of SmartPLS software to validate a proposed model and corresponding hypotheses.

The research findings demonstrate that two major branding outcomes support luxury brand loyalty behavior in the Indian Gen Z consumer segment: luxury brand attachment and luxury brand trust. Corporate social responsibility (CSR) attributes and sustainability attributes, luxury product attributes, luxury brand attributes and social media attributes positively influence luxury brand attachment in the Indian Gen Z consumer segment. CSR attributes and sustainability attributes have negligible contribution toward positively influencing luxury brand trust towards the same. However, when luxury brand trust is combined with luxury brand attachment, then luxury brand trust plays a significant role in enhancing luxury brand loyalty among the Indian Gen Z consumer segment. Then, luxury brand attributes, product attributes and social media attribute positively impact luxury brand trust in the Indian Gen Z consumer segment. The study also identifies that luxury brand trust plays a significant mediation role in consolidating the relationship between attachment and loyalty.

The proposed model in the research is an integrated framework comprising maximum potential variables that can positively influence luxury brand loyalty in the Indian Gen Z consumer segment. The analysis in the research shows the mediation role of luxury brand trust between luxury brand attachment and luxury brand loyalty in the Indian Gen Z consumer segment. This study has also identified the vital role of luxury brands’ CSR attributes and sustainability attributes to support luxury brand loyalty.

The purpose of this paper is to apply a very simple but powerful analysis of the variance‐covariance matrix of individual best‐worst scores to detect which attributes are determining utility components and drive distinct consumer segments.

First an analysis of variance and covariance is used to find attributes which are perceived to have different importance by different consumers and which jointly drive consumer segments. Then we model consumer heterogeneity with Latent Clustering and identify utility dimensions of on‐premise wine purchase behaviour with a principal component analysis.

Four consumer segments were found on the UK on‐premise market, which differ in the relative strength of five wine choice utility dimensions: ease of trial, new experience, restaurant advice, low risk food matching and cognitive choice. These segments are characterised by sociodemographics as well as wine and dine behaviour variables.

Attributes with high variance signal respondents’ disagreement on their importance and indicate the existence of distinctive consumer segments. Attributes jointly driving those segments can be identified by a high covariance. Principal component analysis condenses a small number of behavioural drivers which allow an effective interpretation and targeting of different consumer segments.

This paper's analysis opens new doors for marketing research to a more insightful interpretation of best‐worst data and attitude scales. This information gives marketing managers powerful advice on which attributes they have to focus in order to target different consumer segments.

This is the first study considering individual differences in BW scores to find post hoc segments based on revealed differences in attribute importance.

The aim of this study is to examine profiles of consumers in organic foods market segments and determine their attitudes toward organic food consumption. Consequently, we explore whether there are differences among these consumer segments in terms of their health orientation, socially responsible consumption, environmental responsibility and values and lifestyles.

A total of 316 consumers were surveyed at supermarkets and malls in one of the largest metropolitan areas of a European city.

The cluster analysis performed indicates that there are three segments based on consumer attitudes toward organic foods: favorable, neutral and unfavorable. The results show that the consumer segment with more favorable attitudes toward organic foods exhibits higher levels of health orientation and socially responsible consumption behavior when compared to other segments.

It important for marketers to understand organic foods market segments so that they can target them with the appropriate marketing mix. For this reason, we attempt to identify consumer segments based on their attitudes and behavior concerning organic foods. In doing so, we examine the profiles of consumers in each organic food market segment and their attitudes toward organic food consumption.

Organic food consumption is growing at a fast pace despite economic problems around the world. This study has identified three market segments (consumer profiles) with different attitudes and behavior towards organic foods.

Assesses whether consumer segments based on relational aspects, service aspects, or price aspects have different preferences concerning these three key decision‐making variables when buying a car. In addition, assesses consumer segments resulting from simultaneously incorporating relationships, service package, and price. Investigates a large sample of Mitsubishi drivers in The Netherlands emphasizing consumers’ trade‐off between dealer relationship, service package and price. Conjoint analysis showed that dealer relationships (as opposed to price) represent a very important decision‐making variable when buying a car and consumer preferences concerning relationships provide a useful instrument for segmenting markets. Cluster analyses on the basis of three aspects simultaneously revealed that some consumers do value relationships, while others emphasize the service package in their purchase, both opposed to the third segment that is most probably not inclined to be loyal to a car dealer at all. Clearly indicates that different consumer segments can be distinguished on the basis of preferences for relationships and service packages rather than on the basis of price. This knowledge enables car dealers to use their resources more effectively.

The purpose of this paper is to explore the consumer acceptance of foods that are pesticide-free while obtained by cisgenics, a form of genetic modification that only allows gene transfers between sexually compatible species. Potential differences in acceptance between conventional and organic consumer segments are explored.

Data were collected from a survey, including a choice experiment, which was distributed to a consumer panel in Denmark. Survey responses were combined with actual purchase data among the same respondents and thereby providing information about the respondents’ share of organic consumption.

No consumer segment differentiated between pesticide-free, cisgenic bread and conventional alternatives. Conventional consumers preferred cisgenics over transgenics, while pesticide-free is not highly valued. Frequent organic consumers were having willingness-to-pay (WTP) a large premium for organic, indicating that they will continue to purchase such products even if cisgenic, pesticide-free products are introduced.

This paper provides insights on the potential reception of cisgenic food, and if there is a positive willingness to pay for a pesticide-free label if this is cisgenics. Moreover, the possibility to allow new breeding techniques in the organic requirements has been discussed, and this paper contributes with insights on the organic consumers’ preferences on this matter.

Niche sports such as women's professional sport leagues face many challenges to developing and expanding their fan base. Understanding sport fans, segmenting consumer bases and targeting them effectively can assist in both developing the fan base and competing for investments like sponsorships and media rights. The purpose of this study was to explore consumer segments of the National Pro Fastpitch (NPF), a niche softball league, by identifying demographic and psychographic characteristics of the segments and developing a persona for each segment.

Data were collected from 3,463 NPF consumers with the assistance of NPF league officials using their social media outlets. A two-step cluster analysis was performed employing both categorical and continuous variables to inform the segmentation, which was followed with chi-squared statistics and two MANOVAs to compare the segments' demographic characteristics, points of attachment (POAs) levels and attendance and viewership of NPF games.

Three distinct consumer segments with unique demographic, POA and softball participation characteristics were identified. Differences among these segments' consumption of NPF games validated the existence of three distinct consumer segments.

This research is the first to examine consumer behavior in women's softball, and it expands the sport marketing literature through the identification of consumer segments of a niche sport league with a novel cluster analysis. Blending theory and practice by incorporating both demographic and psychographic variables into market segmentation, the research uniquely serves this niche sport and thereby informs improved marketing practice.

The purpose of this paper is to provide insightful advice that can improve the practice of using consumers’ pre-launch awareness and preference (AP) changes to predict the sales of new movies.

This paper applies a new movie box-office revenue forecasting model based on consumers’ weekly AP measures, to take advantage of the industry’s practice of using weekly survey data containing the AP measures of upcoming new movies. Specifically, a sales forecasting model is developed on the basis of the theory that the combination of the nature of new product preference (positive vs negative) and the timing of new product awareness (early vs recent) influences entertainment product sales.

This paper shows that early awareness consumers are as important as late awareness consumers in determining new product sales, suggesting that more marketing resources need to be allocated earlier than currently practiced. This paper also shows that when negative preferences dominate positive preferences well ahead of a product’s release, marketing efforts cannot overcome the negative sentiment of the market. Finally, the empirical application illustrates that three consumer segments varying in product expertise and consumption frequency reveal different AP patterns among high-, medium- and low-performance products.

This paper is intended to provide insightful advice that can improve the AP-based approach in entertainment industries. Toward that end, the authors emphasize two major aspects in association with new entertainment product sales: rethinking survey-based AP measures and examining heterogeneous consumer segments’ differential AP patterns.

Scholars have paid considerable attention to the importance of brand loyalty of durable consumer products in developed markets. However, no study has investigated the simultaneous impact of advertising efforts, distribution intensity and store image on global brand loyalty (GBL) of fast-moving consumer goods (FMCG) in emerging markets. This study aims to fill this gap.

This study adopts (1) established theoretical lenses: brand equity, marketing mix and cue utilization theories, (2) a mixed-methods approach: a focus group and two surveys and (3) structural equation modeling on two samples of consumers (one homogeneous and one heterogeneous) of global soft drink brands in Vietnam.

The study reveals significant and nonsignificant relationships among the selected marketing mix elements and brand loyalty and its antecedents of global FMCG. Slight differences in these relationships among the two samples are found. The existing scales are also reconciled with more suitable indicators. The results significantly contribute to the existing knowledge on marketing mix, brand equity and GBL, and global consumer culture.

This is the first study to investigate the simultaneous effects of advertising efforts, distribution intensity, and store image on brand loyalty and its antecedents of global FMCG in an emerging market. The findings will help practitioners develop suitable global branding strategies to manage global brand image and achieve consumer loyalty across emerging markets.

While the mature consumer segment (55‐and‐older) is rapidly growing in size, so too are their preferences, motives and spending patterns. The health‐care product and services industry, an industry driven by age, is no exception to the need to identify and accurately target this aging consumer segment. The purpose of this paper is to report on the preferences and marketing implications of this mature consumer segment with respect to health‐care products and services.

The information reported in this paper comes from two large‐scale national studies. The first study gathered information on health‐care services, information sources, payment systems, attitudes toward health‐care providers, and shopping habits. The second study gathered information on selected health‐care products, mass media habits, and several types of health‐related concerns and lifestyles.

The results of these studies show major differences in the way in which consumers within the mature consumer segment respond to various health‐care marketing offerings and provide the basis for developing strategic recommendations for marketing health‐care products and services to the mature population.

This paper uses a segmentation model based on aging processes and life circumstances, known as “gerontographics.” This unique segmentation technique has demonstrated superiority over the past 20 years through research conducted at the Center for Mature Consumer Studies at Georgia State University.