Segmentation of Processed Fruit Juice Consumers in Urban Uganda

Abstract

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.