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Indonesian Consumers Segmentation in Online Food Purchasing

In: Proceedings of the 19th International Symposium on Management (INSYMA 2022)

Author

Listed:
  • Agnes Sherly Budi Santoso

    (Petra Christian University)

  • Vania Valentina

    (Petra Christian University)

  • Monika Kristanti

    (Petra Christian University)

Abstract

This study aims to examine the segmentation and characteristic of Indonesian consumers during the Covid-19 pandemic in purchasing online food. In this study, lifestyle psychographic and benefit sought behavioral segmentation were taken into consideration. A five-scale Likert questionnaire was distributed to 352 Indonesian people older than 17 years old who have purchased online food. Then the data were analyzed using factor analysis and cluster analysis. The research findings formed five lifestyle factors: trend enthusiast, practical person, outgoing person, well-being, and detail-oriented; and there are three factors of the benefit sought, namely valued oriented, economical person, and thoughtful person. Based on the formed factors, K-means cluster analysis was employed, and it shows that there are three consumer clusters: rational, adventurous, and basic.

Suggested Citation

  • Agnes Sherly Budi Santoso & Vania Valentina & Monika Kristanti, 2023. "Indonesian Consumers Segmentation in Online Food Purchasing," Advances in Economics, Business and Management Research, in: Werner Ria Murhadi & Dudi Anandya & Noviaty Kresna Darmasetiawan & Juliani Dyah Trisnawati & Putu An (ed.), Proceedings of the 19th International Symposium on Management (INSYMA 2022), pages 832-840, Springer.
    • Handle: RePEc:spr:advbcp:978-94-6463-008-4_104
    DOI: 10.2991/978-94-6463-008-4_104
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