Identifying fresh apple market segments and customer profiles to investigate potential changes in the purchase behavior when shopping in different marketplaces
Citation
Bejaei, M. and Singh, A. (2021, February). Identifying fresh apple market segments and customer profiles to investigate potential changes in the purchase behavior when shopping in different marketplaces. Ontario Fruit and Vegetable Convention. Virtual.
Plain language summary
This project classifies consumers into categories, based on their attitudes and purchase behaviour of apples, in two different marketplaces. It would be of interest to professionals in the apple industry given: i) the identification of market segments of apple consumers, and ii) elucidation of sub-groups of consumers who would appreciate new cultivars. This is particularly important given the long developmental time for the selection of a new cultivar to improve the chances of their success in the marketplace. Moreover, this study revealed that the types of apple cultivars offered for sale neither impacts the consumers’ reasons for the purchase of apples, nor the clusters of consumers in the market.
Abstract
This project classifies consumers into categories, based on their attitudes and purchase behaviour of apples, in two different marketplaces. It would be of interest to professionals in the apple industry given: i) the identification of market segments of apple consumers, and ii) elucidation of sub-groups of consumers who would appreciate new cultivars. This is particularly important given the long developmental time for the selection of a new cultivar to improve the chances of their success in the marketplace. Moreover, this study revealed that the types of apple cultivars offered for sale neither impacts the consumers’ reasons for the purchase of apples, nor the clusters of consumers in the market.