When respondents were treated as a homogenous group in the
MNL, all attributes had a significant effect on choice, except for the
flower colours green and yellow, and hybrid plants (Table 4).
The final selected LCM was constructed based on gender, whether
the respondent was a hobbyist, whether they grew Paphiopedilum
orchids and whether they had purchased plants online in the past
year. Within this model, BIC is minimised at three segments and