Consumption attributes and preferences on medicinal and aromatic plants: a consumer segmentation analysis

Abstract

EnglishIn recent years, increasing interest in natural and traditional plants, which are an integral part of rural life, has been observed because of health concerns and new social trends. In this regard, medicinal and aromatic plants (MAPs) are becoming more popular among consumers. The purpose of this research is to investigate consumers’ attitudes and behaviors toward MAPs in order to identify possible distinct consumer group and examine its potential linkage to the characteristics of the consumers’ demographic and socio-economic status. To detect the perceived differences among consumers, the principal component and k-means cluster analysis were performed using the data from a face-to-face survey (n=420) conducted in five major cities in the Mediterranean region of Turkey. The analysis allows segmenting the market into three homogenous clusters that have distinctive behavioral, attitudinal, and socio-demographic profiles. This segmentation is particularly effective for the dynamics and further expansion of the MAP sector as an important source for rural life. Key words: consumer segmentation; cluster analysis; medicinal and aromatic plants; consumer behavior; rural development portuguesNos ultimos anos, o interesse crescente em plantas naturais e tradicionais, que sao parte integrante da vida rural, tem sido observado devido a preocupacoes com a saude e novas tendencias sociais. A este respeito, plantas medicinais e aromaticas (PMA) estao se tornando mais populares entre os consumidores. O objetivo desta pesquisa e investigar as atitudes e comportamentos dos consumidores em relacao as PMA, a fim de identificar possiveis grupos de consumidores distintos e examinar sua potencial ligacao com as caracteristicas do status demografico e socioeconomico dos consumidores. Para detectar as diferencas percebidas entre os consumidores, a analise de componentes principais e a analise de cluster k-means foram realizadas usando os dados de uma pesquisa face a face (n=420) realizada em cinco grandes cidades da regiao mediterrânea da Turquia. A analise permite segmentar o mercado em tres clusters homogeneos que possuem perfis comportamentais, atitudinais e sociodemograficos distintos. Esta segmentacao e particularmente eficaz para a dinâmica e expansao do setor PMA como uma fonte importante para a vida rural. Palavras-chave: segmentacao de consumidores; analise de cluster; plantas medicinais e aromaticas; comportamento do consumidor; desenvolvimento rural