Indonesian Consumers Segmentation in Online Food Purchasing

Agnes Sherly Budi Santoso, Vania Valentina () and Monika Kristanti
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Agnes Sherly Budi Santoso: Petra Christian University
Vania Valentina: Petra Christian University
Monika Kristanti: Petra Christian University

A chapter in Proceedings of the 19th International Symposium on Management (INSYMA 2022), 2023, pp 832-840 from Springer

Abstract: 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.

Keywords: Online consumers; Rational consumers; Adventurous consumers; Basic consumers (search for similar items in EconPapers)
Date: 2023
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Persistent link: https://EconPapers.repec.org/RePEc:spr:advbcp:978-94-6463-008-4_104

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DOI: 10.2991/978-94-6463-008-4_104

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