Potential market segments for genetically modified food: Results from cluster analysis
| Autor: | Charles Lamb, William Kaye-Blake, Anna O'Connell |
|---|---|
| Rok vydání: | 2007 |
| Předmět: |
Economics and Econometrics
Geography Planning and Development Advertising Targeted marketing Genetically modified food Genetically modified organism EconLit Product (business) Potential market Economics Cluster (physics) Animal Science and Zoology Marketing Agronomy and Crop Science Food Science Agribusiness |
| Zdroj: | Agribusiness. 23:567-582 |
| ISSN: | 1520-6297 0742-4477 |
| DOI: | 10.1002/agr.20134 |
| Popis: | The commercial success of genetically modified (GM) food may be improved with appropriately targeted marketing. To that end, data from a survey of supermarket shoppers in New Zealand were analysed with a cluster analysis. A six-cluster solution found three clusters with positive intentions to purchase GM apples and three clusters with negative intentions. Positive intentions appeared to result from either price sensitivity or a desire to obtain a premium product. Negative intentions were especially strong in one cluster but appeared to be partially counteracted in two other clusters by offering respondents a specific benefit from gene technology. These results suggest that GM food may benefit from appropriate marketing to specific consumer segments. [EconLit classification: D120, M310]. © 2007 Wiley Periodicals, Inc. Agribusiness 23: 567–582, 2007. |
| Databáze: | OpenAIRE |
| Externí odkaz: |
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