The combination of increasing ethni

The combination of increasing ethnic diversity in North America and growing consumer support for local food products may present opportunities for local producers and processors in the ethnic foods product category. Our study examined the ethnic Chinese (pop. 402,000) market for salted and preserved duck eggs in Vancouver, British Columbia (BC), Canada. The objective of the study was to develop a segmentation model using survey data to categorize consumer groups based on their attitudes and the importance they placed on product attributes. We further used post-segmentation acculturation score, demographics and buyer behaviors to define these groups. Data were gathered via a survey of randomly selected Vancouver households with Chinese surnames (n = 410), targeting the adult responsible for grocery shopping. Results from principal component analysis and a 2-step cluster analysis suggest the existence of 4 market segments, described as Enthusiasts, Potentialists, Pragmatists, Health Skeptics (salted duck eggs), and Neutralists (preserved duck eggs). Kruskal Wallis tests and post hoc Mann-Whitney tests found significant differences between segments in terms of attitudes and the importance placed on product characteristics. Health Skeptics, preserved egg Potentialists, and Pragmatists of both egg products were significantly biased against Chinese imports compared to others. Except for Enthusiasts, segments disagreed that eggs are ‘Healthy Products’. Preserved egg Enthusiasts had a significantly lower acculturation score (AS) compared to all others, while salted egg Enthusiasts had a lower AS compared to Health Skeptics. All segments rated “produced in BC, not mainland China” products in the “neutral to very likely” range for increasing their satisfaction with the eggs. Results also indicate that buyers of each egg type are willing to pay an average premium of at least 10% more for BC produced products versus imports, with all other characteristics equal. Overall results indicate that opportunities exist for local producers and processors: Chinese Canadians with lower AS form a core part of the potential market.

ผลลัพธ์ (แอฟริกา) 1:

Die kombinasie van die toenemende etniese diversiteit in Noord-Amerika en groeiende steun vir plaaslike verbruikers voedselprodukte kan geleenthede vir plaaslike produsente en verwerkers in die etniese kategorie voedsel produk aan te bied. Ons studie ondersoek die etniese Chinese (pop. 402,000) mark vir gesoute en bewaar eend eiers in Vancouver, British Columbia (BC), Kanada. Die doel van die studie was om 'n model te ontwikkel met behulp van segmentering opname data te verbruikers groepe kategoriseer op grond van hul houdings en die belangrikheid hulle op die produk eienskappe geplaas. Ons verder na-segmentering akkulturasie telling, demografie en koper gedrag om hierdie groepe te definieer. Data is ingesamel deur middel van 'n opname van lukraak gekies Vancouver huishoudings met Chinese vanne (n = 410), is gerig op die volwasse verantwoordelik vir inkopies. Resultate van die analise in hoof komponent en 'n 2-stap cluster ontleding dui op die bestaan ​​van 4 marksegmente, beskryf as entoesiaste, Potentialists, Pragmatiste, Gesondheid Skeptics (gesout eend eiers), en Neutralists (bewaar eend eiers). Kruskal Wallis toetse en post hoc Mann-Whitney toets gevind beduidende verskille tussen segmente in terme van houdings en die belangrikheid geplaas op die produk eienskappe. Gesondheid skeptici bewaar eier Potentialists en Pragmatiste beide eier produkte is aansienlik bevooroordeeld teen Chinese invoer in vergelyking met ander. Behalwe vir entoesiaste, segmente verskil dat die eiers is 'gesonde produkte. Bewaar eier entoesiaste het 'n aansienlik laer telling akkulturasie (AS) in vergelyking met al die ander, terwyl gesoute eier entoesiaste het 'n laer in vergelyking met Gesondheid Skeptici. Alle segmente rated "geproduseer in BC, nie die vasteland van China" produkte in die "neutraal baie waarskynlik" reeks vir die verhoging van hul tevredenheid met die eiers. Resultate dui ook daarop dat kopers van elke tipe eier is bereid om 'n gemiddelde premie te betaal van minstens 10% meer vir BC geproduseerde produkte versus invoer, met al die ander eienskappe gelyk. Algehele resultate dui daarop dat geleenthede bestaan ​​vir plaaslike produsente en verwerkers: Chinese Kanadese met laer AS vorm 'n sentrale deel van die potensiële mark.