Organic food market segmentation in China
Peng, Fang (2010)
Peng, Fang
Jyväskylän ammattikorkeakoulu
2010
All rights reserved
Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-2010121718604
https://urn.fi/URN:NBN:fi:amk-2010121718604
Tiivistelmä
The objective of this thesis was to specify the essential factors in Chinese organic food products market. The main target of this study was to discover the market potential for the organic food products in China through identify the attitudes and perceptions of the Chinese organic food consumers and position the right pricing of organic food products in China, thereby further clarify the market segmentation in China.
The theoretical framework consisted of defining the market segmentation, identifying the segmentation variables, the market segmentation techniques and describing consumer behavior. In addition, the benefits and drawbacks of market segmentation were declared as well.
The research method in this study was qualitative research. The method of gathering the empirical data was done by using a questionnaire. The target group was focus on Chinese individual consumers who live in southern central China. The questionnaire was filled by 120 Chinese people through online website, but the received responses were 100. Out of 100 respondents, 72 respondents have heard organic food products, while the other 28 respondents didn’t know or never buy organic foods. The information was quantified and the received data was analyzed through a data software SPSS.
The results of this research indicate that Chinese consumers surveyed who would buy organic food primarily because it focus more on health and high quality than conventional food products. However, the high price is still the barrier to market growth. 86% of all consumers in this survey would or may buy organic food products only if the price is less expensive, around 20%-50% of conventional foods. TV and friends/family/relatives is the information channel about the organic food products. Approximately 82% of the consumers in this survey tend to shop in a supermarket. Women are more likely to buy organic foods. Whereas, this sample size are not enough to get consistent conclusions of the whole population in China.
This study offers very valuable information for the marketing personnel or enterprises who want to enter the Chinese organic food market since this paper presents an estimation of the organic food market potential in China, the attitudes and perceptions of Chinese consumers and right pricing for the organic food market in China.
The theoretical framework consisted of defining the market segmentation, identifying the segmentation variables, the market segmentation techniques and describing consumer behavior. In addition, the benefits and drawbacks of market segmentation were declared as well.
The research method in this study was qualitative research. The method of gathering the empirical data was done by using a questionnaire. The target group was focus on Chinese individual consumers who live in southern central China. The questionnaire was filled by 120 Chinese people through online website, but the received responses were 100. Out of 100 respondents, 72 respondents have heard organic food products, while the other 28 respondents didn’t know or never buy organic foods. The information was quantified and the received data was analyzed through a data software SPSS.
The results of this research indicate that Chinese consumers surveyed who would buy organic food primarily because it focus more on health and high quality than conventional food products. However, the high price is still the barrier to market growth. 86% of all consumers in this survey would or may buy organic food products only if the price is less expensive, around 20%-50% of conventional foods. TV and friends/family/relatives is the information channel about the organic food products. Approximately 82% of the consumers in this survey tend to shop in a supermarket. Women are more likely to buy organic foods. Whereas, this sample size are not enough to get consistent conclusions of the whole population in China.
This study offers very valuable information for the marketing personnel or enterprises who want to enter the Chinese organic food market since this paper presents an estimation of the organic food market potential in China, the attitudes and perceptions of Chinese consumers and right pricing for the organic food market in China.