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8/3/2019 Segmenting Consumers
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Segmenting consumersfor food defense
communicationstrategies
Dennis Degeneffe, Jean Kinsey, Thomas Stinson andKoel GhoshDepartment of Applied Economics, University of Minnesota,
St Paul, Minnesota, USA
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I cannot understand, why the terrorists have not attacked our
food supply because it is so easy to do. Tommy G. Thompson
(december 2004).
Paper ini merupakan laporan penelitian.
Metode yang digunakan adalah predictive segmentation
untuk mengidentifikasi 6 segmen konsumer.
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Segment One uncommitted
cest la vie believe that health threats in the news are overblown (149
index in Appendix 5,meaning that uncommitted cest la vie
are 49 percent more likely than the general sample to agree
with the statement that healthy threats in the news are
overblown).
segment includes people of all ages but there is greater
tendency for them to be 18 and 24 years of age, and male.
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Segment two . The
intelligentsia hunger for learning and experience
The intelligentsia view themselves as more knowledgeable
than most people and more in tune with reality.
they are 47 percent more likely to have a post graduatedegree. Additionally they are more likely to be male, be older
(50 þ years of age) and live in a 1-2 person household
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Segment three . The fear
tethered the consumer segment with the greatest sense of fear in
general and concern with respect to a potential terrorist
attack.
They have a higher likelihood (than the general population) of
being between the ages of 30 and 44, female, less educated,
and have three or more members in their household
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Segment four . The principled
and self-disciplined can be best characterized as planners.
They deal with future uncertainty through preparation and
self-discipline, for example they maintain a healthy lifestyle,
and eat a balanced diet, and from a nancial standpoint they
maintain a budget and set aside money for major purchases.
with their strongest tendency to being aged 50 or older.
Additionally they have a slightly higher likelihood of being
white, female, and living in two person households
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Segment ve .
Predestinarians They trust in the countrys leadership, and are generally
optimistic toward the future, expecting that things will not be
that different from the past.
much more likely than the general population to be under the
age of 40, and be less educated having a high school
diploma to associates college degree.
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Segment six . The optimistic
and self-reliant tend to be focused on nancial security through saving and
having insurance policies in place.
They tend to be more educated, and live in larger population
centers. Their age range (25-45) tends to reect the life stage
where priorities involve family, career, and social standing
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Fear tethered
What to communicate:
Clarify what the real threats are. Provide perspective for
personal vulnerabilities. Calm fears
How to communicate:
Establish a credible ofcial source of information, one that
lters out any sensationalism that may be present in news
media
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Principled and self-disciplined
What to communicate:
Provide guidance for how to prepare for an attack how to
safeguard family and loved ones. Provide a step-by-step
process for what to do in the event of an attack.
How to communicate:
Create documentary type of
programming featuring a credible spokesperson to provide the
guidance someone with a trustworthy image, and an ability
to relate to consumer life styles
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Intelligentsia
What to communicate:
Address concerns regarding condence leadership and
infrastructure. Make planning and intervention strategies
more transparent
How to communicate:
Provide verication or corroboration from trusted institutions
like universities
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Predestinarians
What to communicate:
Enlist support, and make it clear that it is every citizens
responsibility to be diligent/involved. Create a sense of
empowerment in affecting the outcome of a potential attack
How to communicate:
Develop local and grass roots outreach programs. Find ways
to communicate through civic and church groups
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Optimistic and self-reliant
What to communicate:
Provide guidance for managing economic concerns. Provide a
broad picture of impact on America and nancial sectors.
Calm economic concerns
How to communicate:
Enlist experts from nancial community and publications.
Place articles in such media as theWall Street Journal
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Uncommitted cest la vie
What to communicate:
Create an awareness of the reality of the risks the need for
vigilance, and where to turn when an event occurs
How to communicate:
Develop websites and blogs. Use public service announcement
in entertainment/lifestyle media
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