Phân khúc thị trường dựa trên sở thích: Một nghiên cứu về sở thích các loại món ăn ở thanh thiếu niên

The  purpose  of  this  paper  is  to  examine  the  applicability  of  preference-based segmentation for a broad array of meals categories in the context of teenagers. A convenience sample of 413 Vietnamese teenagers in secondary and high schools in Ha Noi, Da Nang, Nha Trang,  Ca  Mau  in  from  12  to  20  years  olds  provided  an  evaluation  on  the  preference  of  36 common meals was collected based on structured questionnaires and then used as inputs for the analyses. The results of this paper are 4 teenager segments identified by cluster analysis based on preferences  for meal  respectively.  Four  segments  of  teenagers in  meal  preference were: likers of all meals (29 %), haters of poultry meals (27 %), haters of seafood meals (19 %), haters of pork meals (25 %).