Segmentation of Processed Fruit Juice Consumers in Urban Uganda

Gabriel Elepu, Janet Nabisubi, Dick Sserunkuuma


This study was conducted to gain insights into processed fruit juice consumer segments in Uganda so as to assist local and foreign agribusinesses target and position their products. A market intercept survey of processed fruit juice consumers was conducted and segmentation of consumers was done using a combination of factor analysis and k-means clustering method. Five preference-based processed fruit juice consumer segments were identified, namely: Convenience Seekers, Health Conscious, Brand Conscious, Safety Conscious, and Price Sensitive. While the demographics of these consumer segments did not differ, they tended to differ in their preferences and buying behaviours. Thus, fruit juice processing and distributing agribusinesses need to engage in strategic marketing by offering and communicating different products targeted to different consumer segments. 

Full Text:



Copyright (c) 2016 Gabriel Elepu, Janet Nabisubi, Dick Sserunkuuma

Creative Commons License
This work is licensed under a Creative Commons Attribution 4.0 International License.

Business Management and Strategy  ISSN 2157-6068

Copyright © Macrothink Institute 

To make sure that you can receive messages from us, please add the '' domain to your e-mail 'safe list'. If you do not receive e-mail in your 'inbox', check your 'bulk mail' or 'junk mail' folders.

If you have any questions, please contact