Actual purchase behavior of edible bird's nest products in Malaysia using cluster analysis
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...
| Main Authors: | , , , |
|---|---|
| Format: | Article |
| Language: | English |
| Published: |
Routledge
2019
|
| Online Access: | http://psasir.upm.edu.my/id/eprint/80535/1/EDIBLE.pdf |
| _version_ | 1825951314981421056 |
|---|---|
| author | Mohd Nawi, Nolila Man, Norsida Mohamad Shukri, Nurul Nabilah Huda Abdullah, Amin Mahir |
| author_facet | Mohd Nawi, Nolila Man, Norsida Mohamad Shukri, Nurul Nabilah Huda Abdullah, Amin Mahir |
| author_sort | Mohd Nawi, Nolila |
| collection | UPM |
| description | 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. |
| first_indexed | 2024-03-06T10:28:09Z |
| format | Article |
| id | upm.eprints-80535 |
| institution | Universiti Putra Malaysia |
| language | English |
| last_indexed | 2024-03-06T10:28:09Z |
| publishDate | 2019 |
| publisher | Routledge |
| record_format | dspace |
| spelling | upm.eprints-805352020-11-10T07:07:52Z http://psasir.upm.edu.my/id/eprint/80535/ Actual purchase behavior of edible bird's nest products in Malaysia using cluster analysis Mohd Nawi, Nolila Man, Norsida Mohamad Shukri, Nurul Nabilah Huda Abdullah, Amin Mahir 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. Routledge 2019 Article PeerReviewed text en http://psasir.upm.edu.my/id/eprint/80535/1/EDIBLE.pdf 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 https://www.tandfonline.com/doi/full/10.1080/10454446.2019.1691105?scroll=top&needAccess=true 10.1080/10454446.2019.1691105 |
| spellingShingle | Mohd Nawi, Nolila Man, Norsida Mohamad Shukri, Nurul Nabilah Huda Abdullah, Amin Mahir Actual purchase behavior of edible bird's nest products in Malaysia using cluster analysis |
| title | Actual purchase behavior of edible bird's nest products in Malaysia using cluster analysis |
| title_full | Actual purchase behavior of edible bird's nest products in Malaysia using cluster analysis |
| title_fullStr | Actual purchase behavior of edible bird's nest products in Malaysia using cluster analysis |
| title_full_unstemmed | Actual purchase behavior of edible bird's nest products in Malaysia using cluster analysis |
| title_short | Actual purchase behavior of edible bird's nest products in Malaysia using cluster analysis |
| title_sort | actual purchase behavior of edible bird s nest products in malaysia using cluster analysis |
| url | http://psasir.upm.edu.my/id/eprint/80535/1/EDIBLE.pdf |
| work_keys_str_mv | AT mohdnawinolila actualpurchasebehaviorofediblebirdsnestproductsinmalaysiausingclusteranalysis AT mannorsida actualpurchasebehaviorofediblebirdsnestproductsinmalaysiausingclusteranalysis AT mohamadshukrinurulnabilahhuda actualpurchasebehaviorofediblebirdsnestproductsinmalaysiausingclusteranalysis AT abdullahaminmahir actualpurchasebehaviorofediblebirdsnestproductsinmalaysiausingclusteranalysis |