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Segmentation of the market for table eggs in Ontario

Author

Listed:
  • Thomas F. Funk

    (Agricultural Economics and Business at the University of Guelph, Guelph, Ontario, Canada)

  • Willard Phillips

    (Department of Agricultural Economics and Business at the University of Guelph, Guelph, Ontario, Canada)

Abstract

This article reports on research designed to segment the market for table eggs in Ontario. Using benefit segmentation procedures, four segments were found. These segments are: Disinterested Consumers, Casual Egg Users, Health Conscious Consumers, and Enthusiastic Users. Profiles of these segments have been developed using beliefs about eggs, attitudes toward eggs, lifestyle factors, health and nutrition consciousness, media habits, consumption habits, and demographics. The results can be used to help marketing groups develop more highly targeted promotional programs.

Suggested Citation

  • Thomas F. Funk & Willard Phillips, 1990. "Segmentation of the market for table eggs in Ontario," Agribusiness, John Wiley & Sons, Ltd., vol. 6(4), pages 309-327.
    • Handle: RePEc:wly:agribz:v:6:y:1990:i:4:p:309-327
    DOI: 10.1002/1520-6297(199007)6:4<309::AID-AGR2720060404>3.0.CO;2-W
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    Cited by:

    1. Jessica Bosseaux & Philippe Aurier & Alain François-Heude, 2019. "The Effects of Organic Label on Marketing Performance (Prices, Sales, and Margins) [Les Effets du Label Bio sur la Performance Marketing (Prix, ventes et marges)]," Post-Print hal-03079843, HAL.

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