Assessment of Consumer Segmentation and Value Preferences for Onion in Pakistan

Abstract

This study aims to investigate the preferences of Pakistani customers for onion values, with an emphasis on the variables affecting their purchase decisions. An intercept survey with 273 respondents from three major Pakistani cities including Karachi, Lahore, and Faisalabad was conducted to gather data for this study. A well-structured questionnaire was used in the survey to provide thorough coverage of customer preferences and habits. The study used cluster analysis to identify three different consumer groups, or clusters that differed significantly in their decision-making. These differences were observed across critical dimensions, including search attributes, experiential factors, safety considerations, and marketing characteristics. The results indicated that Search attributes, including appearance and price, were vital for one group, but experience-related attributes, such as flavor and freshness, were essential for another. A third group emphasized safety considerations, encompassing cleanliness and traceability. These differences show the varied nature of customer behavior throughout the Onion value chain. The research emphasizes the necessity of aligning processes in the value chain with consumer preferences to improve consumer satisfaction and to address the changing customer needs successfully.