Segmentation of Colombian organic food consumers focused on the consumption of the Andean blackberry
As one of the most traditional Colombian fruits, the Andean blackberry is consumed either fresh or as juice or marmalade. However, recent research findings indicate that farmer and consumer’s health may be at risk owing to elevated doses of agrochemicals applied to produce the crop. Aiming to identify potential market opportunities for organic Andean blackberry, 164 organic consumers were surveyed using the “Gower’s distance” clustering technique for the assessment of 86 consumer response variables. These included consumer preferences associated with the Andean blackberry, the price they were paying for the non-organic product, their willingness to pay for its organic version, and the information they provided on environmental attitudes, perceptions about organic products, lifestyle, demographics, and socioeconomics. Of the three segments obtained from the cluster analysis, namely premium, medium and budget, medium consumers were the most knowledgeable about the benefits of the fruit, whereas those belonging to the budget segment attributed a higher value to money. In turn, premium consumers were willing to pay more for the organic version of the fruit. Regarding organics consumption across the three groups, the budget segment contained the highest number of consumers buying organics every week. The medium segment stood out for their recognition of the Colombian organic certification for ecological foods.
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Universidad Nacional de Colombia - Sede Bogotá - Facultad de Ciencias Agrarias
2021
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Builes Gaitán, Silvana Hurtado Pérez, María Clara |
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Builes Gaitán, Silvana Hurtado Pérez, María Clara Segmentation of Colombian organic food consumers focused on the consumption of the Andean blackberry |
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Builes Gaitán, Silvana Hurtado Pérez, María Clara |
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Builes Gaitán, Silvana |
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Segmentation of Colombian organic food consumers focused on the consumption of the Andean blackberry |
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Segmentation of Colombian organic food consumers focused on the consumption of the Andean blackberry |
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Segmentation of Colombian organic food consumers focused on the consumption of the Andean blackberry |
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Segmentation of Colombian organic food consumers focused on the consumption of the Andean blackberry |
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Segmentation of Colombian organic food consumers focused on the consumption of the Andean blackberry |
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segmentation of colombian organic food consumers focused on the consumption of the andean blackberry |
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As one of the most traditional Colombian fruits, the Andean blackberry is consumed either fresh or as juice or marmalade. However, recent research findings indicate that farmer and consumer’s health may be at risk owing to elevated doses of agrochemicals applied to produce the crop. Aiming to identify potential market opportunities for organic Andean blackberry, 164 organic consumers were surveyed using the “Gower’s distance” clustering technique for the assessment of 86 consumer response variables. These included consumer preferences associated with the Andean blackberry, the price they were paying for the non-organic product, their willingness to pay for its organic version, and the information they provided on environmental attitudes, perceptions about organic products, lifestyle, demographics, and socioeconomics. Of the three segments obtained from the cluster analysis, namely premium, medium and budget, medium consumers were the most knowledgeable about the benefits of the fruit, whereas those belonging to the budget segment attributed a higher value to money. In turn, premium consumers were willing to pay more for the organic version of the fruit. Regarding organics consumption across the three groups, the budget segment contained the highest number of consumers buying organics every week. The medium segment stood out for their recognition of the Colombian organic certification for ecological foods. |
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Universidad Nacional de Colombia - Sede Bogotá - Facultad de Ciencias Agrarias |
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2021 |
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https://revistas.unal.edu.co/index.php/agrocol/article/view/96034 |
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oai:www.revistas.unal.edu.co:article-960342022-05-06T13:16:59Z Segmentation of Colombian organic food consumers focused on the consumption of the Andean blackberry Segmentación de consumidores colombianos de alimentos orgánicos, con énfasis en el consumo de la mora andina Builes Gaitán, Silvana Hurtado Pérez, María Clara segmentación de consumidores Colombia distancia de Gower agrupamiento certificaciones consumer segmentation Colombia Gower’s distance clustering certifications As one of the most traditional Colombian fruits, the Andean blackberry is consumed either fresh or as juice or marmalade. However, recent research findings indicate that farmer and consumer’s health may be at risk owing to elevated doses of agrochemicals applied to produce the crop. Aiming to identify potential market opportunities for organic Andean blackberry, 164 organic consumers were surveyed using the “Gower’s distance” clustering technique for the assessment of 86 consumer response variables. These included consumer preferences associated with the Andean blackberry, the price they were paying for the non-organic product, their willingness to pay for its organic version, and the information they provided on environmental attitudes, perceptions about organic products, lifestyle, demographics, and socioeconomics. Of the three segments obtained from the cluster analysis, namely premium, medium and budget, medium consumers were the most knowledgeable about the benefits of the fruit, whereas those belonging to the budget segment attributed a higher value to money. In turn, premium consumers were willing to pay more for the organic version of the fruit. Regarding organics consumption across the three groups, the budget segment contained the highest number of consumers buying organics every week. The medium segment stood out for their recognition of the Colombian organic certification for ecological foods. La mora andina es una de las frutas colombianas más tradicionales, consumida en fresco, en jugo o en mermeladas. Sin embargo, los resultados de investigaciones recientes indican que la salud del productor y del consumidor de mora puede estar en riesgo debido a las elevadas dosis de agroquímicos aplicados en la producción del cultivo. Con el objetivo de identificar oportunidades potenciales de mercado para la mora andina orgánica, se aplicó una encuesta a 164 consumidores de orgánicos, usando la técnica de agrupamiento de “distancia de Gower” para evaluar 86 variables de respuesta de los consumidores. Estas incluyeron las preferencias de los consumidores asociadas a la mora andina, el precio que pagaban por la fruta no orgánica, su disposición para pagar por su versión orgánica y la información que brindaron sobre actitudes ambientales, percepciones sobre los productos orgánicos, los estilos de vida, la demografía y la información socioeconómica. De los tres segmentos resultantes del análisis de agrupamiento, premium, medio y presupuesto, los consumidores del segmento medio fueron los más conocedores de los beneficios de la fruta, mientras que los consumidores del segmento de presupuesto atribuyeron un mayor valor al dinero. A su vez, los consumidores premium estuvieron dispuestos a pagar más por la versión orgánica de la fruta. Con respecto al consumo de productos orgánicos en los tres grupos, el segmento de presupuesto contenía el mayor número de consumidores que compraban productos orgánicos cada semana. El segmento medio se destacó por su reconocimiento de la certificación orgánica colombiana para alimentos ecológicos. Universidad Nacional de Colombia - Sede Bogotá - Facultad de Ciencias Agrarias 2021-09-01 info:eu-repo/semantics/article info:eu-repo/semantics/publishedVersion application/pdf https://revistas.unal.edu.co/index.php/agrocol/article/view/96034 10.15446/agron.colomb.v39n3.96034 Agronomía Colombiana; Vol. 39 No. 3 (2021); 438-452 Agronomía Colombiana; Vol. 39 Núm. 3 (2021); 438-452 Agronomía Colombiana; v. 39 n. 3 (2021); 438-452 2357-3732 0120-9965 eng https://revistas.unal.edu.co/index.php/agrocol/article/view/96034/83083 https://creativecommons.org/licenses/by-nc-sa/4.0 |