Salted egg and preserved egg Pragmatists rate highly the importance of product attributes when buying. Salted egg Pragmatists appear to place the highest importance on product attributes compared to other salted egg segments, and are significantly higher compared to Potentialists in all attributes, to Enthusiasts in Wholesomeness, and to Health Skeptics in Price. Results, although not quite as definitive, were similar for preserved egg Pragmatists. These results suggest that Pragmatists may have a higher involvement in the buying process compared to other segments and may not necessarily treat the duck egg products as easy to buy without much consideration.