Using Shopping and Time Attitudes to Cluster Food Shoppers: An Empirical Finding from Indonesia

Abstract

Retail market is claimed to be an important interface in channel management as it bridges the manufacturers and consumers. In Indonesia, retail industry has increased significantly. One of the main characteristics of this market is its heterogeneity. This heterogenous market could be segmented into different segments of consumers which have different characteristics, behaviours, and needs. This requires retail market to set proper marketing strategies by analyzing each segment. This research attempted to conduct market segmentation for food shoppers in Indonesia based on attitudes to shopping and time. Four clusters have been constructed, namely, apathetic but regular, convenience seekers, hedonist, and time-pressured convenience seekers. The ANOVA test confirmed that those four clusters were appropriate as it created more differentiated and consistent clusters. This research could give contributions to the theoretical perspective and empirical point of view on market segmentation where different marketing strategies could be generated for each segment.