A segmentation of Swiss fluid milk consumers and suggestions for target product concepts

Delley, Mathilde; Brunner, Thomas (2020). A segmentation of Swiss fluid milk consumers and suggestions for target product concepts Journal of Dairy Science, 103(4), pp. 3095-3106. Elsevier 10.3168/jds.2019-17325

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The objective of this study was to understand the priorities and motives of Swiss consumers when choos-ing and buying fluid milk and to provide evidence-based recommendations for the development of target product concepts and category adaptations. Data were collected through a postal survey sent to a randomly selected sample of German-speaking Swiss residents, yielding a final sample size of n = 712 (39% response rate). Hierarchical cluster analysis disclosed the pres-ence of 3 distinct consumer segments: the uncompro-mising consumers (24%), who have high and numerous expectations; the locavores (56%), who ensure that they consume primarily milk of local origin; and the indifferent consumers (20%), who have modest expec-tations, especially in taste, origin, and production con-ditions. The market review revealed that none of the 7 largest market players offered the right product mix to match the needs of its effective or targeted consumers. Overall, the current offer is too broad and untargeted. A large share of the offer lacks sufficient differentia-tion; furthermore, available added-value concepts often do not combine the right product attributes. Based on these results, 5 product concepts were elaborated. Two products were designed for the uncompromising con-sumers: a protein-enhanced, semi-skimmed (1.5%) milk and a fair milk (fair price paid to the milk producers); a twin concept was designed for the locavores: a 100% local pasteurized milk available in both conventional and organic quality; and one product was designed for the indifferent consumers: an all-purpose, long-life, part-skimmed (2.5%) milk. By including the product concepts dedicated to their targeted consumers’ seg-ments and downsizing their assortment depth, retailers could optimize their sales per square foot.

Item Type:	Journal Article (Original Article)
Division/Institute:	School of Agricultural, Forest and Food Sciences HAFL > Consumer-focused Food Production
Name:	Delley, Mathilde and Brunner, Thomas0000-0002-6770-6548
Subjects:	H Social Sciences > H Social Sciences (General) T Technology > T Technology (General)
ISSN:	00220302
Publisher:	Elsevier
Language:	English
Submitter:	Thomas Brunner
Date Deposited:	29 Apr 2020 12:50
Last Modified:	26 Sep 2021 02:18
Publisher DOI:	10.3168/jds.2019-17325
Uncontrolled Keywords:	fluid milk, consumer behavior, cluster analysis, segmentation, target marketing
ARBOR DOI:	10.24451/arbor.11680
URI:	https://arbor.bfh.ch/id/eprint/11680