A segmentation of Swiss fluid milk consumers and suggestions for target product concepts

摘要

The objective of this study was to understand thepriorities and motives of Swiss consumers when choosingand buying fluid milk and to provide evidencebasedrecommendations for the development of targetproduct concepts and category adaptations. Data werecollected through a postal survey sent to a randomlyselected sample of German-speaking Swiss residents,yielding a final sample size of n = 712 (39% responserate). Hierarchical cluster analysis disclosed the presenceof 3 distinct consumer segments: the uncompromisingconsumers (24%), who have high and numerousexpectations; the locavores (56%), who ensure thatthey consume primarily milk of local origin; and theindifferent consumers (20%), who have modest expectations,especially in taste, origin, and production conditions.The market review revealed that none of the 7largest market players offered the right product mix tomatch the needs of its effective or targeted consumers.Overall, the current offer is too broad and untargeted.A large share of the offer lacks sufficient differentiation;furthermore, available added-value concepts oftendo not combine the right product attributes. Based onthese results, 5 product concepts were elaborated. Twoproducts were designed for the uncompromising consumers:a protein-enhanced, semi-skimmed (1.5%) milkand a fair milk (fair price paid to the milk producers);a twin concept was designed for the locavores: a 100%local pasteurized milk available in both conventionaland organic quality; and one product was designedfor the indifferent consumers: an all-purpose, long-life,part-skimmed (2.5%) milk. By including the productconcepts dedicated to their targeted consumers’ segmentsand downsizing their assortment depth, retailerscould optimize their sales per square foot.