Potential market segments for genetically modified food: Results from cluster analysis

The commercial success of genetically modified (GM) food may be improved with appropriately targeted marketing. To that end, data from a survey of supermarket shoppers in New Zealand were analysed with a cluster analysis. A six-cluster Solution found three clusters with positive intentions to purchase GM apples and three clusters with negative intentions. Positive intentions appeared to result from either price sensitivity or a desire to obtain a premium product. Negative intentions were especially strong in one cluster but appeared to be partially counteracted in two other clusters by offering respondents a specific benefit from gene technology. These results suggest that GM food may benefit from appropriate marketing to specific consumer segments. [EconLit classification: D120, M310]. (c) 2007 Wiley Periodicals, Inc.