针对健康食品消费者细分定位新产品瘦身果冻

Ita Yustina, D. Purwadi, N. Khuriyati
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引用次数: 1

摘要

本研究旨在通过对健康食品消费者的细分分析,确定减肥果冻的细分市场、市场目标和市场定位。本研究中使用的受访者是在过去两个月内每周至少食用一次健康食品的消费者。样本数量为204名受访者。消费者细分是基于几个变量进行的,包括人口统计学方面、动机、消费一致性、社会倾向和对新产品的态度。使用K-means非层次聚类方法进行分割分析。该方法在0.05的水平上将客户分为三个显著不同的群体,即关注体型的青少年年龄段、关注体重控制的成人年龄段和对体重控制不感兴趣的成年人年龄段。根据选择性专业化原则,减肥果冻的目标市场分为第1和第2类,减肥果冻被定位为一种延缓饥饿的食品,声称其高纤维、低热量,适合健康,可用于饮食计划。
本文章由计算机程序翻译,如有差异,请以英文原文为准。
Healthy Food Consumer Segmentation for Targeting and Positioning New Product Slimming Jelly
This study aims to determine market segments, market targets, and market positioning of slimming jelly using the segmentation analysis on healthy food consumer. The respondents used in this study were the consumers who regularly consume healthy food at least once per week within the last two months. The number of samples is 204 respondents. The consumer segmentation is done based on several variables including demographic aspects, motivation, consumption consistency, social tendencies, and attitudes towards new products. The segmentation analysis is carried out using the K-means non-hierarchical clustering method. The method splits the customers into three significantly different clusters at the 0.05 level, namely the adolescent age segment, which has attention to body shape, the adult segment which focus on body weight control, and the adults' segment which are not interested on body weight control. Based on the principle of selective specialization, the target market for slimming jelly is in clusters 1 and 2, with slimming jelly is positioned as a hunger delaying food that claimed to be high in fiber and low in calories so that it is suitable for health and can be used in diet programs.
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