Segmentation of Organic Consumers in Goa: An Empirical Study

Abstract

The objective of the study is to segment the consumers of organic products based on two constructs, viz., concern for the environment and buying behavior. Data was collected through an electronic survey of 110 customers of organic products in the state of Goa, India. Descriptive analysis and cluster analysis were employed, in SPSS 26, to analyze the data and segment the consumers. The results reveal three chief clusters of consumers of organic products based on the select constructs. Besides, the preferred mode of purchase of organic products and motives for purchase of organic products are also highlighted. The factors and their influence on the different segments of consumers identified in this study provide significant implications for individual learners, marketers, researchers and other stakeholders with regard to using and marketing of organic products.