Buyer Behavior Kruskal-Wallis tests of buyer behavior
means, grouped by market segment, are presented
in Tables 5 and 6. Salted egg Enthusiasts’ mean
purchase frequency was higher than Pragmatists’; Enthusiasts’
approximate ‘no change’ in yr on yr purchasing
trend was more positive than Pragmatists’ slightly
decreasing trend; and, Enthusiasts’ mean total number
of salted duck eggs purchased annually was higher
than that of the Pragmatists.Results also indicated
that salted egg Enthusiasts purchased a higher mean
total number of salted duck eggs annually compared to
Health Skeptics. These results suggest that in comparison
to salted egg Pragmatists, salted egg Enthusiasts
form an active and important core of the salted duck
egg market. However, Pragmatists, at 29%, are the second
largest salted duck egg market segment and are
therefore very important consumers in the market.
Differences were also found between the preserved
duck egg market segments’ buying behavior: the mean
total number of eggs purchased annually by Neutralists
was lower than Potentialists, and the mean purchase
frequency was lower in Neutralists compared to
Potentialists. The mean yr on yr purchasing trend was
higher in Potentialists compared to Pragmatists.
Our results indicate that Neutralists account for
23% of the preserved duck egg market.
Preserved egg Potentialists account for 18% of the market, and along
with preserved egg Enthusiasts who account for 28% of
the market, appear to form the core of the preserved
duck egg market. There were clear buyer behavior differences
between the market segments. Producers, processors,
and retailers may have to take this into consideration
in developing marketing strategies.
Buyer Behavior Kruskal-Wallis tests of buyer behaviormeans, grouped by market segment, are presentedin Tables 5 and 6. Salted egg Enthusiasts’ meanpurchase frequency was higher than Pragmatists’; Enthusiasts’approximate ‘no change’ in yr on yr purchasingtrend was more positive than Pragmatists’ slightlydecreasing trend; and, Enthusiasts’ mean total numberof salted duck eggs purchased annually was higherthan that of the Pragmatists.Results also indicatedthat salted egg Enthusiasts purchased a higher meantotal number of salted duck eggs annually compared toHealth Skeptics. These results suggest that in comparisonto salted egg Pragmatists, salted egg Enthusiastsform an active and important core of the salted duckegg market. However, Pragmatists, at 29%, are the secondlargest salted duck egg market segment and aretherefore very important consumers in the market. Differences were also found between the preservedduck egg market segments’ buying behavior: the meantotal number of eggs purchased annually by Neutralistswas lower than Potentialists, and the mean purchasefrequency was lower in Neutralists compared toPotentialists. The mean yr on yr purchasing trend washigher in Potentialists compared to Pragmatists.Our results indicate that Neutralists account for23% of the preserved duck egg market. Preserved egg Potentialists account for 18% of the market, and alongwith preserved egg Enthusiasts who account for 28% ofตลาด ปรากฏใน รูปแบบหลักของการรักษาตลาดไข่เป็ด มีความแตกต่างพฤติกรรมผู้ซื้อชัดเจนระหว่างการตลาด ผู้ผลิต โปรเซสเซอร์และร้านค้าปลีกอาจต้องพิจารณานี้ในการพัฒนากลยุทธ์การตลาด
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