The role of perceived quality, ambivalence and health involvement as a basis for clustering : a study of fish consumption in Vietnam

DSpace/Manakin Repository

The role of perceived quality, ambivalence and health involvement as a basis for clustering : a study of fish consumption in Vietnam

Show simple item record

dc.contributor.advisor Olsen, Svein Ottar
dc.contributor.author Xuan, Bui Bich
dc.date.accessioned 2009-07-08T09:31:54Z
dc.date.available 2009-07-08T09:31:54Z
dc.date.issued 2009-06-15
dc.description.abstract The purpose of this study was to examine the applicability of benefits sought – based segmentation for fish market in Vietnam. A convenient sample of 809 Vietnamese households was provided to answer the questionnaires, including the questions about attitudes towards fish consumption. Cluster analysis was used to identify three distinctive consumer segments based on evaluation of quality, ambivalence and health involvement towards fish consumption. These three segments were termed the Satisfied, the Ambivalent and the Neutral segments. While the Satisfied have positive attitudes and the Neutral have uncertain feelings towards fish consumption, the Ambivalent have mixed feelings towards fish eating behavior. The Ambivalent consumers reveal the attitudes and behavior towards fish products somewhere between the Satisfied and the Neutral segments on most variables. However, they are close to the “Satisfied” on most areas, e.g. perceived quality, health involvement, perception of fish convenience, social and moral norms. The quality and the smell of fish are found as the main variables contributing to determine the classification of the Satisfied segment. And the variable of “mixed emotions” is found as the most important to determine the classification of the Ambivalent segment. The practical implications for marketers within the fish industry are the effectively strategies to increase the satisfaction and the loyalty of the Satisfied and Neutral consumers.
dc.format.extent 288239 bytes
dc.format.mimetype application/pdf
dc.identifier.uri http://hdl.handle.net/10037/1967
dc.identifier.urn URN:NBN:no-uit_munin_1725
dc.language.iso eng
dc.publisher Universitetet i Tromsø
dc.publisher University of Tromsø
dc.subject.courseID FSK-3911
dc.subject VDP::Social science: 200::Economics: 210::Business: 213
dc.subject VDP::Agriculture and fishery disciplines: 900::Fisheries science: 920
dc.subject marketing
dc.subject fish consumption
dc.subject ambivalence
dc.subject segmentation
dc.subject health involvement
dc.subject perceived quality
dc.title The role of perceived quality, ambivalence and health involvement as a basis for clustering : a study of fish consumption in Vietnam
dc.type Master thesis
dc.type Mastergradsoppgave


File(s) in this item

Files Size Format View
thesis.pdf 281.4Kb PDF View/Open

The following license file are associated with this item:

This item appears in the following collection(s)

Show simple item record

Search Munin




Advanced Search

Browse

Statistics

Help