Indonesian Consumers Segmentation in Online Food Purchasing

DOI

10.2991/978-94-6463-008-4_104How to use a DOI?

Keywords

Online consumers; Rational consumers; Adventurous consumers; Basic consumers

Abstract

This study aims to examine the segmentation and characteristic of Indonesian consumers during the Covid-19 pandemic in purchasing online food. In this study, lifestyle psychographic and benefit sought behavioral segmentation were taken into consideration. A five-scale Likert questionnaire was distributed to 352 Indonesian people older than 17 years old who have purchased online food. Then the data were analyzed using factor analysis and cluster analysis. The research findings formed five lifestyle factors: trend enthusiast, practical person, outgoing person, well-being, and detail-oriented; and there are three factors of the benefit sought, namely valued oriented, economical person, and thoughtful person. Based on the formed factors, K-means cluster analysis was employed, and it shows that there are three consumer clusters: rational, adventurous, and basic.

Copyright

© 2023 The Author(s)

Open Access

Open Access This chapter is licensed under the terms of the Creative Commons Attribution 4.0 International License (http://creativecommons.org/licenses/by/4.0/), which permits use, sharing, adaptation, distribution and reproduction in any medium or format, as long as you give appropriate credit to the original author(s) and the source, provide a link to the Creative Commons license and indicate if changes were made.

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TY  - CONF
AU  - Agnes Sherly Budi Santoso
AU  - Vania Valentina
AU  - Monika Kristanti
PY  - 2022
DA  - 2022/12/05
TI  - Indonesian Consumers Segmentation in Online Food Purchasing
BT  - Proceedings of the 19th International Symposium on Management (INSYMA 2022)
PB  - Atlantis Press
SP  - 832
EP  - 840
SN  - 2352-5428
UR  - https://doi.org/10.2991/978-94-6463-008-4_104
DO  - 10.2991/978-94-6463-008-4_104
ID  - Santoso2022
ER  -