RT Journal Article
T1 Food market segmentation based on consumer preferences using outranking multicriteria approaches
A1 Casas-Rosal, Jose Carlos
A1 Segura Maroto, Marina
A1 Maroto, Concepción
AB Market segmentation is a key concept in marketing that groups consumers by their needs, characteristics, or purchasing behavior. The objectives of this research are to develop outranking multicriteria models based on preference ranking organization method for enrichment evaluation (PROMETHEE) in order to segment food consumers and apply them to a survey of healthy and sustainable meat. The models consider two categories of purchasing criteria; one related to product and another to the distributor process. One model generates ordered segments of consumers, while the other obtains four segments according to consumer performance in both criteria categories. An extension of FlowSort method for the sorting problems with Likert scale data is also contributed. The profile of segments shows the significance level of variables such as gender, but mainly those related to food-related lifestyles, when characterizing the consumer groups. This proposal represents a robust approach, which is useful in the effective design of marketing campaigns and policies.
PB Wiley
SN 0969-6016
YR 2023
FD 2023
LK https://hdl.handle.net/20.500.14352/129988
UL https://hdl.handle.net/20.500.14352/129988
LA eng
NO Casas‐Rosal, J. C., Segura, M., & Maroto, C. (2023). Food market segmentation based on consumer preferences using outranking multicriteria approaches. International Transactions in Operational Research, 30(3), 1537-1566. https://doi.org/10.1111/itor.12956
NO Generalitat Valenciana
DS Docta Complutense
RD 20 ene 2026