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Actual purchase behavior of edible bird's nest products in Malaysia using cluster analysis


Mohd Nawi, Nolila and Man, Norsida and Mohamad Shukri, Nurul Nabilah Huda and Abdullah, Amin Mahir (2019) Actual purchase behavior of edible bird's nest products in Malaysia using cluster analysis. Journal of Food Products Marketing, 25 (8). pp. 849-860. ISSN 1540-4102; ESSN: 1045-4446


The focus of this study was to classify actual buying behavior of edible bird’s nest (EBN) products into relatively homogenous groups for the purpose of market segmentation. Determining the profile of actual customers could provide direct characterization of products that should be displayed on the shelf. The data were collected by quota sampling with 312 buyers participated in the survey. Three types of cluster models (K-means, Kohonen, and two-step cluster) were estimated and compared with in order to identify an optimum number of clusters and capture group with a similar pattern. Foremost, a two-step method was chosen for analysis as it provides better average silhouette and well-defined of group segments than the other two cluster methods. The results provide specific characterization of buyers that will be useful to build a target list of potential customers and develop new offerings to meet the new needs of customers for EBN products in Malaysia.

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Additional Metadata

Item Type: Article
Divisions: Faculty of Agriculture
DOI Number: https://doi.org/10.1080/10454446.2019.1691105
Publisher: Routledge
Keywords: Consumers’ profile; Food safety; Health conscious; Market segmentation; Spending behavior
Depositing User: Ms. Nuraida Ibrahim
Date Deposited: 10 Nov 2020 07:07
Last Modified: 10 Nov 2020 07:07
Altmetrics: http://www.altmetric.com/details.php?domain=psasir.upm.edu.my&doi=10.1080/10454446.2019.1691105
URI: http://psasir.upm.edu.my/id/eprint/80535
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