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dc.contributor.authorArmbrecht, John
dc.contributor.authorLundberg, Erik
dc.contributor.authorSkallerud, Kåre
dc.date.accessioned2023-11-15T08:10:26Z
dc.date.available2023-11-15T08:10:26Z
dc.date.issued2023-10-06
dc.description.abstractThe primary objective of this study is to elucidate the underlying factors contributing to the observed differences in fish consumption patterns. To accomplish this, a segmentation analysis was conducted on a representative sample of 2207 individuals from Sweden based on the dual dimensions of both the volume and variety of fish ingested. By scrutinizing these facets, the aim is to gain deeper insights into the distinct consumer archetypes characterized by their diverse fish consumption habits, thus uncovering the catalysts and deterrents that influence these patterns.<p> <p>The outcome of the segmentation analysis (i.e., two-step analysis: hierarchical clustering followed by nonhierarchical clustering technique) reveals four distinct consumer segments, each possessing unique attributes concerning their preferences and behaviours regarding fish consumption. These segments are classified as the “Frequent,” “Avid,” “Occasional,” and “Infrequent” fish consumers. The profiling of these segments is built on factors encompassing consumers’ decision-making styles, involvement in food, environmental consciousness, as well as pertinent socio-economic variables including income, geographical location, age, educational attainment, and gender. <p>Evident from the findings is the clear demarcation of two segments characterized by robust fish consumption tendencies, specifically the “Frequent” and “Avid” segments. Subsequently, there exists a segment showcasing moderately pronounced fish consumption behaviours labelled as the “Occasional” consumer group, in contrast to a segment demonstrating a markedly diminished inclination for fish consumption, denoted as the “Infrequent” consumer. <p>All segments score high on habitual and brand-loyal purchasing intentions which emphasize the routine nature of fish consumption behaviour. In a broader context, the study underscores the inherent utility of segmenting consumers based on fish consumption volume and type, as this approach yields distinct consumer groups that can be systematically addressed by stakeholders ranging from policy makers to producers and other seafood advocates.en_US
dc.identifier.citationArmbrecht, Lundberg, Skallerud. A segmentation of fish consumers based on quantity and type of fish: Insights from the Swedish market. Food Quality and Preference. 2023;112en_US
dc.identifier.cristinIDFRIDAID 2195443
dc.identifier.doi10.1016/j.foodqual.2023.105007
dc.identifier.issn0950-3293
dc.identifier.issn1873-6343
dc.identifier.urihttps://hdl.handle.net/10037/31788
dc.language.isoengen_US
dc.publisherElsevieren_US
dc.relation.journalFood Quality and Preference
dc.rights.accessRightsopenAccessen_US
dc.rights.holderCopyright 2023 The Author(s)en_US
dc.rights.urihttps://creativecommons.org/licenses/by/4.0en_US
dc.rightsAttribution 4.0 International (CC BY 4.0)en_US
dc.titleA segmentation of fish consumers based on quantity and type of fish: Insights from the Swedish marketen_US
dc.type.versionpublishedVersionen_US
dc.typeJournal articleen_US
dc.typeTidsskriftartikkelen_US
dc.typePeer revieweden_US


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Attribution 4.0 International (CC BY 4.0)
Except where otherwise noted, this item's license is described as Attribution 4.0 International (CC BY 4.0)