A DATA-DRIVEN ANALYSIS OF CONSUMER SEGMENTATION AND MARKET POSITIONING STRATEGY

Abstract

This study explores consumer segmentation and market positioning for pigmented rice, using the segmentation, targeting, and positioning (STP) marketing model. A descriptive quantitative design was employed, with data from 192 pigmented rice consumers collected through structured questionnaires. Cluster analysis and Spearman’s correlation identified purchasing behavior patterns and their links to socio-demographic and behavioral variables. Four consumer clusters emerged, differing in health motivation, price sensitivity, and lifestyle. Key correlations were found with health motivation, income, and food safety concerns in online transactions. These findings support prior research highlighting health consciousness and affordability in functional food adoption (Baker et al., 2022). Recent studies further emphasize that health-related information plays a key role in shaping consumer decisions in the functional food market (Nazzaro et al., 2025). The study contributes to marketing literature by presenting a data-driven clustering model and offering targeted marketing strategies based on age, income, and education. Practical strategies focused on affordability, health messaging, and online accessibility are recommended to improve adoption. This research provides actionable insights for agribusinesses, marketers, and policymakers to boost the visibility and consumption of pigmented rice, supporting the broader promotion of functional foods in the Philippines’ emerging health-conscious market.