Healthy Food Consumer Segmentation for Targeting and Positioning New Product Slimming Jelly

Abstract

This study aims to determine market segments, market targets, and market positioning of slimming jelly using the segmentation analysis on healthy food consumer. The respondents used in this study were the consumers who regularly consume healthy food at least once per week within the last two months. The number of samples is 204 respondents. The consumer segmentation is done based on several variables including demographic aspects, motivation, consumption consistency, social tendencies, and attitudes towards new products. The segmentation analysis is carried out using the K-means non-hierarchical clustering method. The method splits the customers into three significantly different clusters at the 0.05 level, namely the adolescent age segment, which has attention to body shape, the adult segment which focus on body weight control, and the adults' segment which are not interested on body weight control. Based on the principle of selective specialization, the target market for slimming jelly is in clusters 1 and 2, with slimming jelly is positioned as a hunger delaying food that claimed to be high in fiber and low in calories so that it is suitable for health and can be used in diet programs.

Keywords

• healthy food
• positioning
• segmentation
• slimming food
• targeting
• segmentasi