Attributes determining consumer preference for organic rice in Bangkok, Thailand
ISSN: 0007-070X
Article publication date: 9 August 2018
Issue publication date: 30 August 2018
Abstract
Purpose
The purpose of this paper is to explore key attributes of organic rice that consumers use in the process of choosing organic rice, and to segment organic rice market in Bangkok. Moreover, the study tends to identify the best clustering techniques, between latent class cluster analysis (LCCA) and traditional cluster analysis (CA), for precise segmentation.
Design/methodology/approach
Best–worst scaling (BWS) method was applied to measure the level of relative importance of organic rice attributes. Then, LCCA and CA techniques were applied to recognize market segmentation. Finally, homogeneity and heterogeneity of the resulting clusters were determined to compare performance of the two clustering techniques.
Findings
The LCCA technique was identified better than the CA in classification of consumers. According to LCCA solution, the organic rice market in Bangkok (Thailand) consisted of six distinct clusters, which can be grouped into three categories based on consumers’ profile. Organic rice consumer categories were identified as “Art of eating” and “Superior quality seeker” clusters focusing on special features and quality of the organic rice; consumer category “Basic concern” cluster heavily relied on organic certification logo and manufacturing information; and other consumer categories were “Price driven,” “Eyes on price” and “Thorough explorer” clusters.
Originality/value
This study first applies BWS score to examine consumers’ preference for organic rice attributes and segments market, providing results for practical use for retailers, producers and marketers.
Keywords
Acknowledgements
The authors sincerely acknowledge the scholarship support for the first author from the Royal Thai Government and the Asian Institute of Technology.
Citation
Sakolwitayanon, H., Soni, P. and Damien, J. (2018), "Attributes determining consumer preference for organic rice in Bangkok, Thailand", British Food Journal, Vol. 120 No. 9, pp. 2017-2032. https://doi.org/10.1108/BFJ-12-2017-0667
Publisher
:Emerald Publishing Limited
Copyright © 2018, Emerald Publishing Limited