A Segmentation of Greek Fresh Fruits and Vegetables Consumers and Suggestions for Target Cooperative Product Concepts †
School of Agriculture, International Hellenic University, 57400 Thessaloniki, Greece
*
Author to whom correspondence should be addressed.
†
Presented at the 11th International Conference on Information and Communication Technologies in Agriculture, Food & Environment, Samos, Greece, 17–20 October 2024.
Proceedings 2025, 117(1), 1; https://doi.org/10.3390/proceedings2025117001
Published: 17 April 2025
(This article belongs to the Proceedings of 11th International Conference on Information and Communication Technologies in Agriculture, Food and Environment (HAICTA 2024), Volume II)
Abstract
:This is the first empirical study which has segmented consumers based on cooperative product concepts and perceived the barriers in purchasing fresh fruits and vegetables. From this research, we analyzed specific factors of satisfaction and beliefs on cooperative movement, through segmentation with hierarchical cluster analysis. An empirical study was conducted via personal interviews with a questionnaire on a sample of 400 Helenian food consumers. In such a way, we identified three consumer segments: (1) Moderately Satisfied (C1), (2) Dissatisfied (C2), (3) Satisfied (C3). The Satisfied consumers are characterized with the highest mean of satisfaction for “Taste-Safety” in purchasing cooperative fresh fruits and vegetables compared to the other segments. Also, they are the unique consumers of other clusters, who believe that cooperative producers enjoy fair prices for their agricultural products. The moderately satisfied consumers are more satisfied with the quality control which exercised by agricultural cooperatives and they are prone to being influenced by similar products of the competition market. The Dissatisfied consumers appear to be very low satisfied with price-availability of cooperative fresh fruits and vegetables and they are available to pay the “proper” price for cooperative fruits and vegetables, if and only if agricultural cooperatives change their commercial policy for better quality and safety. This empirical study fills the research gap in cooperative products regarding: (a) specific factors of satisfaction, (b) demographic characteristics of sample and (c) beliefs for agricultural cooperatives.
1. Introduction
Adding value, increasing incomes and cost reduction are goals shared by agricultural cooperatives and investor–owned firms. Although agricultural cooperatives often fail to respond to market changes, as a result of limited connection to the market and response to consumers’ needs. Meanwhile, they have to face barriers to entry into new food markets mainly by wholesalers and intermediaries. A market–oriented approach with branding strategy and without economic heterogeneity among the members-owners, will lead them to a competitive environment in the food sector.
The present study was conducted at urban complex of Thessaloniki and the criteria used for clustering was based on satisfaction that consumers relish by cooperative fresh fruits and vegetables, the criteria for reasons which they buy cooperative fresh fruits and vegetables and consumers’ demographic characteristics. The following objectives were established for our research: (a) to explore the categories of consumers’ satisfaction in Thessaloniki, (b) to explore the characteristics assigned to cooperative fresh fruits and vegetables in Thessaloniki, (c) to profile these segments in terms of their dominant demographic characteristics, (d) to compare the behavior of the consumer segments, (e) to provide directions for segmenting cooperative consumers.
2. Material and Methods
For the research on consumers’ behavior was chosen shopping center sampling, which is a relatively new sampling method, widely its used in marketing research and other scientific research fields. This form of methodology is inexpensive, does not require the existence of a sampling frame and provides sufficiently representative samples of the population which is examined [1]. The technique that uses is known as the “mall interception technique”. The procedure was followed is sample. The researchers are settled at a fixed point, which is either in public areas of large shopping centers or in permanent facilities within shopping centers, with a purpose to conduct a convenience sampling [2].
The questionnaire for our research was filled with personal interview. The questionnaire is made up of 28 closed questions and specifically dichotomous questions. In these questions, the respondent can choose only one of the two answers which are given, while in Likert Scale the respondent is able to rate a certain scale and multiple-choice questions, for which he can choose more than one answer.
3. Results and Discussion
In order to form a typology among the Greek consumers of our sample, we claimed our analysis on a three levels hierarchical cluster analysis. The three levels hierarchical cluster analysis is based on: (a) specific factors of satisfaction, (b) demographic characteristics of sample and (c) statements for agricultural cooperatives. This particular type of typology for Greek consumers will reinforce the cooperative marketing strategy for better organization in food supply chain.
3.1. First Level Hierarchical Cluster Analysis (Specific Factors of Satisfaction)
The first cluster C1, to which belongs the largest percentage (48.9%) of sample consumers’ (Table 1), has the following profile in terms of the three factors: (a) Regarding the factor “Hygiene-Quality”: the consumers of this cluster are characterized by satisfaction for “Hygiene-Quality” with the highest mean of 3.9853. We also notice that it stands out from the rest of the factors because it gives a high grade in the total. (b) For the factor “Taste-Safety”, the consumers of this cluster C1 are characterized with a mean of 3.90 in terms of satisfaction for “Taste-Safety”, (c) while for factor “Price-Availability”, the consumers of this cluster C1 are characterized by a mean of 3.6126 in terms of satisfaction for “Price-Availability” (Table 2).
The Second cluster C2 is consisted of 86 consumers (46.2%) (Table 1) and presents the following profile in terms of the three factors: (a) for first factor “Hygiene-Quality”, the consumers of this cluster are characterized by satisfaction for “Hygiene-Quality” with the highest mean of 3.4197. (b) Regarding the second factor “Taste-Safety”, consumers are characterized with a mean of 3.3031 satisfaction for Taste-Safety, (c) While for factor “Price-Availability”, consumers are characterized with a mean of 3.1105 in terms of satisfaction for Price-Availability (Table 2).
Table 1.
Means on Clusters of Consumers’ (specific factors of satisfaction).
| Clusters | Hygiene-Quality | Taste-Safety | Price-Availability | N (%) |
|---|---|---|---|---|
| C1 | 3.9853 b | 3.9081 b | 3.6126 b | 91 (48.9%) |
| C2 | 3.4197 d | 3.3031 d | 3.1105 d | 86 (46.2%) |
| C3 | 4.9206 a | 4.9259 a | 4.8611 a | 9 (4.8%) |
| Total | 3.7691 | 3.6776 | 3.4409 | 186 |
| ANOVA P | <0.001 | <0.001 | <0.001 | |
| R2 | 0.945 | 0.908 | 0.881 |
For each column, means are followed by a different Latin letter (a,b,c) that is statistically significantly different, at a significance level of a = 0.05 (p-value ≤ 0.05) according to the results of the Tukey test.
The Third cluster C3 consists of 9 consumers (4.8%) (Table 1) and presents the following profile in terms of the three factors (Table 2). (1) Regarding the “Hygiene-Quality” factor, consumers of this cluster C3 are characterized by satisfaction for Hygiene-Quality with a mean of 4.9206. (2) In the factor “Taste-Safety”, consumers are characterized with the highest mean of 4.9259 satisfaction for “Taste-Safety”. (3) For factor Price-Availability, consumers are characterized with a mean of 4.8611 satisfaction for “Price-Availability”.
Table 2.
Hierarchical cluster analysis.
| Clusters | Characteristics |
|---|---|
| C1 |
|
| C2 |
|
| C3 |
|
3.2. Third Level Hierarchical Cluster Analysis (Statements for Agricultural Cooperatives)
Regarding the variables of the following Table 3, “ E11_1: I trust cooperative fruits and vegetables”, “E11_2: I believe in cooperatives and the cooperative movement”, “E11_3: I believe that agricultural cooperatives are a reliable marketing channel for producers”, the third cluster C3 has the highest means of 4.67, 4.78 and 4.56 respectively, compared to rest of the clusters. Then, it follows the first cluster C1 (4.19, 3.97 and 4.08) and the second cluster C2 (3.57, 3.30 and 3.49).
Table 3.
Consumer clusters in terms of questions (E11_1, E11_2, E11_3).
| Clusters | E11_1 | Ε11_2 | E11_3 |
|---|---|---|---|
| C1 | 4.19 b | 3.97 b | 4.08 b |
| C2 | 3.57 b | 3.30 b | 3.49 c |
| C3 | 4.67 b | 4.78 a | 4.56 b |
| ANOVA P | <0.001 | <0.001 | <0.001 |
| Total | 3.93 | 3.70 | 3.83 |
For each column, means are followed by a different Latin letter (a,b,c) that is statistically significantly different, at a significance level of a = 0.05 (p-value ≤ 0.05) according to the results of the Tukey test.
Regarding the variables of the following Table 4, “E11_4: I consider it is important to strengthen the incomes of cooperative producers”, “E11_5: Producers through cooperatives ensure fair prices for their products”, “E11_6: Consumers through cooperatives ensure fair prices for the products which they buy”, the third cluster C3 has the highest means of 4.89, 4.56, and 4.56 respectively, compared to the rest of the clusters. Then, it follows the first cluster C1 (4.53, 3.79, and 3.63) and the second cluster C2 (3.94, 3.40, and 3.12).
Table 4.
Consumer clusters in terms of questions (E11_4, E11_5, E11 _6).
| Clusters | E11_4 | Ε11_5 | E11_6 |
|---|---|---|---|
| C1 | 4.53 b | 3.79 b | 3.63 b |
| C2 | 3.94 c | 3.40 c | 3.12 c |
| C3 | 4.89 b | 4.56 a | 4.56 a |
| ANOVA P | <0.001 | <0.001 | <0.001 |
| Total | 4.28 | 3.65 | 3.45 |
For each column, means are followed by a different Latin letter (a,b,c) that is statistically significantly different, at a significance level of a = 0.05 (p-value ≤ 0.05) according to the results of the Tukey test.
Finally, according to following Table 5, the variables “E11_7: Agricultural cooperatives have the possibility to reduce the cost of selling for the cooperative products which they produce”, “E11_8: I trust their quality”, “E11_9: I think that are better quality compared to non-cooperative fruits and vegetables”, “E11_10: The market of cooperative fruits and vegetables creates more jobs in the local community”, the third cluster C3 has the highest means of 4.67, 4.78, 4.67, and 4.89 respectively, compared to the rest of the clusters. Then, it follows the first cluster C1 (3.88, 4.21, 3.62 and 4.24) and the second cluster C2 (3.61, 3.68, 3.17 and 3.96).
Table 5.
Consumer clusters in terms of questions (E11_7, E11_8, E11 _9, E11_10).
| Clusters | E11_7 | Ε11_8 | E11_9 | E11_10 |
|---|---|---|---|---|
| C1 | 3.88 b | 4.21 b | 3.62 b | 4.24 b |
| C2 | 3.61 b | 3.68 c | 3.17 c | 3.96 c |
| C3 | 4.67 a | 4.78 a | 4.67 a | 4.89 a |
| ANOVA P | <0.001 | <0.001 | <0.001 | <0.001 |
| Total | 3.79 | 4.00 | 3.47 | 4.15 |
For each column, means are followed by a different Latin letter (a,b,c) that is statistically significantly different, at a significance level of a = 0.05 (p-value ≤ 0.05) according to the results of the Tukey test.
4. Conclusions and Suggestions
The moderately satisfied consumers (C1) are satisfied with the hygiene-quality of cooperative fruits and vegetables, and they trust the particular agricultural products. Although they are high school graduates, they have developed particular cooperative awareness towards cooperative products. These consumers are not absolutely the principal buyers in their households. They are prone to being influenced by similar products of the competition because they are neutrals towards taste-safety and price-availability of cooperative fruits and vegetables. The consumers of this cluster expect from agricultural cooperatives to focus mainly on their needs for better availability and price to cooperative products.
The dissatisfied consumers (C2) seem that they are not satisfied at all with price and availability. Although they are included to higher incomes compared to other clusters, they express neutrality towards negativity for cooperative fruits and vegetables. They are available to pay the “proper” price for cooperative fruits and vegetables, if and only if agricultural cooperatives change their commercial policy for better quality and safety. The high education and income of these consumers lead them to request more and more specialized features on cooperative products.
The satisfied consumers (C3) have expressed absolute satisfaction with cooperative fruits and vegetables. The low income of these consumers does not influence their purchases for cooperative products. They believe absolutely in the ideology of agricultural cooperatives for better quality, safety and price. They are the unique consumers of other clusters, who believe that cooperative producers enjoy fair prices for their agricultural products. They are young consumers and principal buyers to their households.
5. Limitations and Future Research
This study fills the gap in the literature regarding factors of satisfaction and beliefs on agricultural cooperatives in fresh fruits and vegetables purchases. However, some limitations can give the opportunity for future research. These limitations were mainly due to collection of questionnaires (Convenience sampling), which is characterized from low reliability of data. Subsequent studies should include better techniques of sampling such as stratified sampling with a purpose to: (a) reduce sampling error, (b) increase efficiency, (c) provide greater precision and (d) analyze more easily subgroups of population. Future research should extend the list of perceived concepts of satisfaction and beliefs on cooperative products.
Author Contributions
Conceptualization, A.B., M.T. and G.K.; methodology, M.T and A.B.; software, A.B; validation, A.B., M.T. and G.K.; formal analysis, A.B.; investigation, M.T.; resources, A.B.; data curation, A.B.; writing—original draft preparation, A.B.; writing—review and editing, M.T.; visualization, A.B.; supervision, G.K.; project administration, A.B. All authors have read and agreed to the published version of the manuscript.
Funding
This research received no external funding.
Institutional Review Board Statement
Not applicable.
Informed Consent Statement
Not applicable.
Data Availability Statement
The data will shared on request to the corresponding author.
Conflicts of Interest
The authors declare no conflicts of interest.
References
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Batzios, A.; Tsiouni, M.; Kountios, G. A Segmentation of Greek Fresh Fruits and Vegetables Consumers and Suggestions for Target Cooperative Product Concepts. Proceedings 2025, 117, 1. https://doi.org/10.3390/proceedings2025117001
AMA Style
Batzios A, Tsiouni M, Kountios G. A Segmentation of Greek Fresh Fruits and Vegetables Consumers and Suggestions for Target Cooperative Product Concepts. Proceedings. 2025; 117(1):1. https://doi.org/10.3390/proceedings2025117001
Chicago/Turabian StyleBatzios, Aristotelis, Maria Tsiouni, and Georgios Kountios. 2025. "A Segmentation of Greek Fresh Fruits and Vegetables Consumers and Suggestions for Target Cooperative Product Concepts" Proceedings 117, no. 1: 1. https://doi.org/10.3390/proceedings2025117001
APA StyleBatzios, A., Tsiouni, M., & Kountios, G. (2025). A Segmentation of Greek Fresh Fruits and Vegetables Consumers and Suggestions for Target Cooperative Product Concepts. Proceedings, 117(1), 1. https://doi.org/10.3390/proceedings2025117001
