Version 1
: Received: 28 December 2023 / Approved: 28 December 2023 / Online: 29 December 2023 (03:07:21 CET)
How to cite:
Lorenzo-Romero, C.; Andrés-Martínez, M.-E.; Gómez-Borja, M.-Á.; Mondéjar-Jiménez, J.-A. Consumers' Preferences and Segmentation in the Digital Purchase of Iberian Ham. Preprints2023, 2023122219. https://doi.org/10.20944/preprints202312.2219.v1
Lorenzo-Romero, C.; Andrés-Martínez, M.-E.; Gómez-Borja, M.-Á.; Mondéjar-Jiménez, J.-A. Consumers' Preferences and Segmentation in the Digital Purchase of Iberian Ham. Preprints 2023, 2023122219. https://doi.org/10.20944/preprints202312.2219.v1
Lorenzo-Romero, C.; Andrés-Martínez, M.-E.; Gómez-Borja, M.-Á.; Mondéjar-Jiménez, J.-A. Consumers' Preferences and Segmentation in the Digital Purchase of Iberian Ham. Preprints2023, 2023122219. https://doi.org/10.20944/preprints202312.2219.v1
APA Style
Lorenzo-Romero, C., Andrés-Martínez, M. E., Gómez-Borja, M. Á., & Mondéjar-Jiménez, J. A. (2023). Consumers' Preferences and Segmentation in the Digital Purchase of Iberian Ham. Preprints. https://doi.org/10.20944/preprints202312.2219.v1
Chicago/Turabian Style
Lorenzo-Romero, C., Miguel-Ángel Gómez-Borja and Juan-Antonio Mondéjar-Jiménez. 2023 "Consumers' Preferences and Segmentation in the Digital Purchase of Iberian Ham" Preprints. https://doi.org/10.20944/preprints202312.2219.v1
Abstract
Iberian ham, a traditional Spanish meat product, is renowned for its unique nutritional and sensory attributes, garnering widespread appreciation both domestically and internationally [1]. It is one of the most outstanding Spanish gastronomic treasures, with very special nutritional and sensory properties that make it highly appreciated throughout the world [2]. Recent trends indicate a notable surge in its consumption, a pattern projected to persist [3]. For an enhanced online shopping experience, understanding the specific characteristics and requirements of various consumer segments is crucial. This study aims to scrutinize national Iberian ham consumption patterns and, through survey methodologies, discern the preferences and needs of online consumers purchasing whole Iberian hams. The subsequent cluster analysis will empower suppliers with insights to pinpoint business prospects and craft segment-specific online marketing strategies.
Keywords
Iberian ham; digital purchase; segmentation; cluster; marketing strategies
Subject
Social Sciences, Behavior Sciences
Copyright:
This is an open access article distributed under the Creative Commons Attribution License which permits unrestricted use, distribution, and reproduction in any medium, provided the original work is properly cited.
