Potential market segments for genetically modified food: Results from cluster analysis
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.
Year of publication: |
2007
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Authors: | Kaye-Blake, William ; O'Connell, Anna ; Lamb, Charles |
Published in: |
Agribusiness. - John Wiley & Sons, Ltd., ISSN 0742-4477. - Vol. 23.2007, 4, p. 567-582
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Publisher: |
John Wiley & Sons, Ltd. |
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