Value based segmentation : a study of wild fish versus farmed fish consumption in Nha Trang

Abstract

The primary purpose of this study was to identify market segments based on personal values, values and lifestyles, environmental concern, fish welfare concern, ethical concern for fish farming and health involvement. A self-administrated questionnaire was conducted on a convenience sample of 209 Vietnamese consumers. It was designed to investigate consumers’ concern for issues used as segmentation basis together with variables used in profiling the segments. The measurement scales used in this study were selected or adapted from validated scales found in the literature. Three segments were identified: the Environment and safety concerned (37 per cent), the Unethical (36 per cent) and the Farmed fish concerned (27 per cent). Attitudes toward wild fish, norms to eat wild and farmed fish, willingness to pay and gender were most important in profiling differences between clusters. The findings indicated that from a marketing point-of-view, wild and farmed fish industries may face some ethical problems in this part of the Vietnam market (Nha Trang area). But this concern is not really ethical oriented, aroused due to their health and quality expectations. Environmental issues could also be used to position fish products in Vietnam to some extent. The results may help fish farming companies and marketers to find their target groups among the consumers, based on personal values, lifestyles, health involvement, environmental and fish welfare issues.

Keywords: Values, fish farming, segmentation, fish consumption, Vietnam