Cross-national Segmentation for Messaging About Cheese: Towards a New Approach to Consumer Understanding, Directed Development, and Targeted Marketing
Year: 2009
Type: article
Abstract: Questions regarding the existence of one appropriate message across global markets for the same cheese do not seem to have been explored. Three parallel, linked conjoint analysis studies were conducted in Germany, France and the United Kingdom to identify which features and communications about cheese products drive consumer interest. In each study, consumers evaluated 60 unique concepts comprising 2-4 elements dealing with 'types of cheese, emotional benefits, and country of export, respectively. The elements varied in the degree to which they drove interest. Three mind-set segments emerged when the respondents were segmented by the pattern of their individual utility values, independent of country. The segmentation transcended countries and conventional classification groups, such as gender and age. Segment 1 comprised individuals responsive to flavour messages about cheese with something (46%), segment 2 comprised individuals responsive to flavour messages about cheese, i.e., cheese as the focus (32%), and segment 3 comprised individuals responsive to experiential messages about the occasions when cheese is served, i.e., the cheese experience (22%). Since these segments transcend conventional demographics, to find these segments in the population requires an intervention method, i.e., a 'consumer interactive typing tool'. This study revealed that a 3-phrase questionnaire could correctly classify about 2/3 of the respondents into the appropriate segments. The results are discussed in terms of how knowing these segments can guide product developers and marketers through the creation of inbound 'micro-sites' for development and outbound 'targeted selling messages' for sales.
Source: Italian Journal of Food Science
Language: English
Subfield: Food Science
Domain: Life Sciences
Open Access status: gold
Estimated APC paid: $1,100
OpenAlex ID: W24279652