The role of perceived quality, ambivalence and health involvement as a basis for clustering : a study of fish consumption in Vietnam

Abstract

The purpose of this study was to examine the applicability of benefits sought – based segmentation for fish market in Vietnam. A convenient sample of 809 Vietnamese households was provided to answer the questionnaires, including the questions about attitudes towards fish consumption. Cluster analysis was used to identify three distinctive consumer segments based on evaluation of quality, ambivalence and health involvement towards fish consumption. These three segments were termed the Satisfied, the Ambivalent and the Neutral segments. While the Satisfied have positive attitudes and the Neutral have uncertain feelings towards fish consumption, the Ambivalent have mixed feelings towards fish eating behavior. The Ambivalent consumers reveal the attitudes and behavior towards fish products somewhere between the Satisfied and the Neutral segments on most variables. However, they are close to the “Satisfied” on most areas, e.g. perceived quality, health involvement, perception of fish convenience, social and moral norms. The quality and the smell of fish are found as the main variables contributing to determine the classification of the Satisfied segment. And the variable of “mixed emotions” is found as the most important to determine the classification of the Ambivalent segment. The practical implications for marketers within the fish industry are the effectively strategies to increase the satisfaction and the loyalty of the Satisfied and Neutral consumers.