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Fish market segmentation based on consumers' motives, barriers and risk perception in Belgium
Vanhonacker, F.; Pieniak, Z.; Verbeke, W. (2010). Fish market segmentation based on consumers' motives, barriers and risk perception in Belgium. J. Food Prod. Mark. 16(2): 166-183.
In: Journal of Food Products Marketing. Food Products Press: Binghamton, NY. ISSN 1045-4446; e-ISSN 1540-4102, more
Peer reviewed article  

Available in  Authors 
    VLIZ: Open Repository 248287 [ OMA ]

Author keywords
    Belgium, barrier, consumer, fish consumption, concerned fish consumers, fish lovers, motives, risk perception, segmentation, uncertain fish consumers

Authors  Top 

    This study's objective was to segment Belgian fish consumers based on their motives, perceived barriers, and their risk perception corresponding with fish consumption. Cross-sectional consumer data were collected in November 2004 through a self-administered questionnaire (n = 852). Cluster analysis distinguished between three consumer segments. Uncertain fish consumers indicate strong motives and a low risk perception, but experience some barriers to increase their fish consumption. Fish Lovers do not perceive any risk from eating fish and express strong motives and low barriers. Finally, Concerned fish consumers perceive few barriers, and they score relatively moderate on fish consumption motives, but express some doubts with respect to potential risks from eating fish. Profiling the clusters yields opportunities for targeted marketing strategies and product orientation.

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