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A factor-cluster analysis profile of consumers

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  • Higuchi, Angie
  • Maehara, Rocío

Abstract

The identification of reasons for consuming quinoa besides the sensory aspects can help to understand the decision-making behaviour of the consumer. Thus, the objective of this study is to determine the motivational profile of quinoa consumers in Modern Metropolitan Lima. A questionnaire about the reasons for quinoa consumption based on the Theory of Planned Behavior was conducted with 381 respondents in Modern Metropolitan Lima. Then, a factor-cluster analysis was then undertaken based on a five-factor result using an exploratory factor analysis () with unweighted least squares (ULS) method. Discriminant analysis determined their factor importance and demographics. The factor-cluster analysis segmented quinoa consumers in two groups: the “attitudinal and ethnical identity quinoa consumer” and the “subjective norm and past experienced quinoa consumer”. Outcomes of the study can help to improve strategies developed by the Peruvian Government, the quinoa food companies, retailers and quinoa producers to promote the consumption of quinoa.

Suggested Citation

  • Higuchi, Angie & Maehara, Rocío, 2021. "A factor-cluster analysis profile of consumers," Journal of Business Research, Elsevier, vol. 123(C), pages 70-78.
    • Handle: RePEc:eee:jbrese:v:123:y:2021:i:c:p:70-78
    DOI: 10.1016/j.jbusres.2020.09.030
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    References listed on IDEAS

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    2. Noelia S. Bedoya-Perales & Guilherme Pumi & Angel Mujica & Edson Talamini & Antonio Domingos Padula, 2018. "Quinoa Expansion in Peru and Its Implications for Land Use Management," Sustainability, MDPI, vol. 10(2), pages 1-13, February.
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    4. Carvalho, Sergio W. & Luna, David & Goldsmith, Emily, 2019. "The role of national identity in consumption: An integrative framework," Journal of Business Research, Elsevier, vol. 103(C), pages 310-318.
    5. Silva, Aluisio Goulart & Canavari, Maurizio & Wander, Alcido Elenor, 2017. "Consumers Intention Towards Purchasing Ip Certified Beans: An Analysis Using The Theory Of Planned Behaviour (Tpb)," Organizações Rurais e Agroindustriais/Rural and Agro-Industrial Organizations, Universidade Federal de Lavras, Departamento de Administracao e Economia, vol. 19(3).
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    Cited by:

    1. D'Souza, Clare, 2022. "Game meats: Consumption values, theory of planned behaviour, and the moderating role of food neophobia/neophiliac behaviour," Journal of Retailing and Consumer Services, Elsevier, vol. 66(C).

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