Consumer characteristics by cluster
| . | . | . | Cluster 1 Practical consumer (n = 168) . | Cluster 2 Healthy consumer (n = 216) . | Cluster 3 Price sensitive consumer (n = 267) . | Chi square (df); p . | ANOVA (df); p . |
|---|---|---|---|---|---|---|---|
| Demographic information | Gender | Male | 71 | 101 | 129 | 7.17 (4) | |
| Female | 91 | 113 | 136 | p = 0.127 | |||
| Other | 6 | 2 | 2 | ||||
| Age | Below 30 | 78 | 121 | 131 | 6.25 (4) | ||
| 30–50 | 73 | 68 | 104 | p = 0.181 | |||
| Above 50 | 17 | 27 | 32 | ||||
| Occupation | Student | 64 | 105 | 115 | 5.72 (8) | ||
| Full-time employed | 14 | 13 | 21 | p = 0.678 | |||
| Freelancer | 38 | 41 | 59 | ||||
| Homemaker | 44 | 45 | 61 | ||||
| Unemployed | 8 | 12 | 11 | ||||
| Income | 0–7,500 | 11 | 16 | 22 | 4.95 (8) | ||
| 7,501–15,000 | 43 | 53 | 69 | p = 0.762 | |||
| 15,001–25,000 | 58 | 85 | 103 | ||||
| 25,001–35,000 | 35 | 35 | 51 | ||||
| More than 35,001 | 21 | 27 | 22 | ||||
| Family size (including the respondent) | 1 | 9 | 10 | 14 | 12.34 (8) | ||
| 2 | 18 | 27 | 33 | p = 0.137 | |||
| 3 | 54 | 75 | 81 | ||||
| 4 | 77 | 78 | 97 | ||||
| 5 or more | 10 | 26 | 42 | ||||
| Area of residence | North | 61 | 62 | 64 | 9.28 (4) | ||
| Center | 25 | 26 | 41 | p = 0.054 | |||
| South | 82 | 128 | 372 | ||||
| Place of shopping | KM0 | 0 | 28 | 27 | 73.19 (8) | ||
| Online | 21 | 0 | 9 | P = < 0.001 | |||
| Supermarket | 112 | 126 | 134 | ||||
| Fruit seller | 35 | 62 | 97 | ||||
| Consumption habits at T2 | Budget allocated | M = 1.28 | M = 0.87 | M = 1.30 | F(2, 625) = 7.167 | ||
| (SD = 1.41) | (SD = 1.22) | (SD = 1.35) | p = < 0.001 | ||||
| Weekly consumption | M = 1.43 | M = 1.50 | M = 1.48 | F(2, 650) = 0.592 | |||
| (SD = 0.595) | (SD = 0.595) | (SD = 0.645) | p = 0.553 | ||||
| Number of apples purchased on every trip | M = 2.15 | M = 2.32 | M = 2.24 | F(2, 650) = 3.624 | |||
| (SD = 0.543) | (SD = 0.592) | (SD = 0.713) | p = 0.027 | ||||
| Clustering variables | TEMS_Health | M = 4.23 | M = 5.45 | M = 5.59 | F(2, 650) = 132.340 | ||
| (SD = 1.06) | (SD = 1.08) | (SD = 0.54) | p = < 0.001 | ||||
| TEMS_Natural Concerns | M = 3.66 | M = 5.64 | M = 5.39 | F(2, 650) = 342.466 | |||
| (SD = 0.88) | (SD = 0.80) | (SD = 0.72) | p = < 0.001 | ||||
| TEMS_Price | M = 4.13 | M = 3.48 | M = 5.50 | F(2, 650) = 224.698 | |||
| (SD = 1.31) | (SD = 0.93) | (SD = 0.99) | p = < 0.001 | ||||
| TEMS_Convinience | M = 5.23 | M = 3.29 | M = 4.27 | F(2, 650) = 210.904 | |||
| (SD = 0.83) | (SD = 0.76) | (SD = 1.07) | p = < 0.001 |
| . | . | . | Cluster 1 Practical consumer (n = 168) . | Cluster 2 Healthy consumer (n = 216) . | Cluster 3 Price sensitive consumer (n = 267) . | Chi square (df); p . | ANOVA (df); p . |
|---|---|---|---|---|---|---|---|
| Demographic information | Gender | Male | 71 | 101 | 129 | 7.17 (4) | |
| Female | 91 | 113 | 136 | p = 0.127 | |||
| Other | 6 | 2 | 2 | ||||
| Age | Below 30 | 78 | 121 | 131 | 6.25 (4) | ||
| 30–50 | 73 | 68 | 104 | p = 0.181 | |||
| Above 50 | 17 | 27 | 32 | ||||
| Occupation | Student | 64 | 105 | 115 | 5.72 (8) | ||
| Full-time employed | 14 | 13 | 21 | p = 0.678 | |||
| Freelancer | 38 | 41 | 59 | ||||
| Homemaker | 44 | 45 | 61 | ||||
| Unemployed | 8 | 12 | 11 | ||||
| Income | 0–7,500 | 11 | 16 | 22 | 4.95 (8) | ||
| 7,501–15,000 | 43 | 53 | 69 | p = 0.762 | |||
| 15,001–25,000 | 58 | 85 | 103 | ||||
| 25,001–35,000 | 35 | 35 | 51 | ||||
| More than 35,001 | 21 | 27 | 22 | ||||
| Family size (including the respondent) | 1 | 9 | 10 | 14 | 12.34 (8) | ||
| 2 | 18 | 27 | 33 | p = 0.137 | |||
| 3 | 54 | 75 | 81 | ||||
| 4 | 77 | 78 | 97 | ||||
| 5 or more | 10 | 26 | 42 | ||||
| Area of residence | North | 61 | 62 | 64 | 9.28 (4) | ||
| Center | 25 | 26 | 41 | p = 0.054 | |||
| South | 82 | 128 | 372 | ||||
| Place of shopping | KM0 | 0 | 28 | 27 | 73.19 (8) | ||
| Online | 21 | 0 | 9 | P = < 0.001 | |||
| Supermarket | 112 | 126 | 134 | ||||
| Fruit seller | 35 | 62 | 97 | ||||
| Consumption habits at T2 | Budget allocated | M = 1.28 | M = 0.87 | M = 1.30 | F(2, 625) = 7.167 | ||
| (SD = 1.41) | (SD = 1.22) | (SD = 1.35) | p = < 0.001 | ||||
| Weekly consumption | M = 1.43 | M = 1.50 | M = 1.48 | F(2, 650) = 0.592 | |||
| (SD = 0.595) | (SD = 0.595) | (SD = 0.645) | p = 0.553 | ||||
| Number of apples purchased on every trip | M = 2.15 | M = 2.32 | M = 2.24 | F(2, 650) = 3.624 | |||
| (SD = 0.543) | (SD = 0.592) | (SD = 0.713) | p = 0.027 | ||||
| Clustering variables | TEMS_Health | M = 4.23 | M = 5.45 | M = 5.59 | F(2, 650) = 132.340 | ||
| (SD = 1.06) | (SD = 1.08) | (SD = 0.54) | p = < 0.001 | ||||
| TEMS_Natural Concerns | M = 3.66 | M = 5.64 | M = 5.39 | F(2, 650) = 342.466 | |||
| (SD = 0.88) | (SD = 0.80) | (SD = 0.72) | p = < 0.001 | ||||
| TEMS_Price | M = 4.13 | M = 3.48 | M = 5.50 | F(2, 650) = 224.698 | |||
| (SD = 1.31) | (SD = 0.93) | (SD = 0.99) | p = < 0.001 | ||||
| TEMS_Convinience | M = 5.23 | M = 3.29 | M = 4.27 | F(2, 650) = 210.904 | |||
| (SD = 0.83) | (SD = 0.76) | (SD = 1.07) | p = < 0.001 |
Source(s): Authors’ work