Consumption attributes and preferences on medicinal and aromatic plants: a consumer segmentation analysis

ABSTRACT: In recent years, increasing interest in natural and traditional plants, which are an integral part of rural life, has been observed because of health concerns and new social trends. In this regard, medicinal and aromatic plants (MAPs) are becoming more popular among consumers. The purpose of this research is to investigate consumers’ attitudes and behaviors toward MAPs in order to identify possible distinct consumer group and examine its potential linkage to the characteristics of the consumers’ demographic and socio-economic status. To detect the perceived differences among consumers, the principal component and k-means cluster analysis were performed using the data from a face-to-face survey (n=420) conducted in five major cities in the Mediterranean region of Turkey. The analysis allows segmenting the market into three homogenous clusters that have distinctive behavioral, attitudinal, and socio-demographic profiles. This segmentation is particularly effective for the dynamics and further expansion of the MAP sector as an important source for rural life.摘要：近年来，受健康诉求与新兴社会趋势驱动，人们对作为乡村生活不可或缺组成部分的天然传统植物的关注度持续攀升。在此背景下，药用与芳香植物（medicinal and aromatic plants, MAPs）愈发受到消费者的青睐。本研究旨在探究消费者对药用与芳香植物的态度与行为特征，以识别具备差异化特征的消费者群体，并剖析该群体与消费者人口统计学及社会经济属性之间的潜在关联。为探究消费者间的感知差异，本研究依托在土耳其地中海地区五大主要城市开展的面对面问卷调查数据（n=420），开展主成分分析与k-means聚类分析。本次分析将市场划分为三个具备差异化行为、态度及社会人口统计学特征的同质集群。该市场细分方案对于药用与芳香植物产业的市场动态优化与进一步扩张尤为关键，而该产业亦是乡村生活的重要支撑来源。