Potential market segments for genetically modified food: Results from cluster analysis

William Kaye-Blake, Anna O'Connell and Charles Lamb
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William Kaye-Blake: Agribusiness and Economics Research Unit, Lincoln University, Canterbury, New Zealand, Postal: Agribusiness and Economics Research Unit, Lincoln University, Canterbury, New Zealand
Anna O'Connell: Commerce Division, Lincoln University, Canterbury, New Zealand, Postal: Commerce Division, Lincoln University, Canterbury, New Zealand
Charles Lamb: Commerce Division, Lincoln University, Canterbury, New Zealand, Postal: Commerce Division, Lincoln University, Canterbury, New Zealand

Agribusiness, 2007, vol. 23, issue 4, 567-582

Abstract: The commercial success of genetically modified (GM) food may be improved with appropriately targeted marketing. To that end, data from a survey of supermarket shoppers in New Zealand were analysed with a cluster analysis. A six-cluster solution found three clusters with positive intentions to purchase GM apples and three clusters with negative intentions. Positive intentions appeared to result from either price sensitivity or a desire to obtain a premium product. Negative intentions were especially strong in one cluster but appeared to be partially counteracted in two other clusters by offering respondents a specific benefit from gene technology. These results suggest that GM food may benefit from appropriate marketing to specific consumer segments. [EconLit classification: D120, M310]. © 2007 Wiley Periodicals, Inc. Agribusiness 23: 567-582, 2007.

Date: 2007
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Persistent link: https://EconPapers.repec.org/RePEc:wly:agribz:v:23:y:2007:i:4:p:567-582

DOI: 10.1002/agr.20134

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