Salted and preserved duck eggs: a consumer market segmentation analysis

The combination of increasing ethnic diversity in North America and growing consumer support for local food products may present opportunities for local producers and processors in the ethnic foods product category. Our study examined the ethnic Chinese (pop. 402,000) market for salted and preserved duck eggs in Vancouver, British Columbia (BC), Canada. The objective of the study was to develop a segmentation model using survey data to categorize consumer groups based on their attitudes and the importance they placed on product attributes. We further used post-segmentation acculturation score, demographics and buyer behaviors to define these groups. Data were gathered via a survey of randomly selected Vancouver households with Chinese surnames (n = 410), targeting the adult responsible for grocery shopping. Results from principal component analysis and a 2-step cluster analysis suggest the existence of 4 market segments, described as Enthusiasts, Potentialists, Pragmatists, Health Skeptics (salted duck eggs), and Neutralists (preserved duck eggs). Kruskal Wallis tests and post hoc Mann-Whitney tests found significant differences between segments in terms of attitudes and the importance placed on product characteristics. Health Skeptics, preserved egg Potentialists, and Pragmatists of both egg products were significantly biased against Chinese imports compared to others. Except for Enthusiasts, segments disagreed that eggs are 'Healthy Products'. Preserved egg Enthusiasts had a significantly lower acculturation score (AS) compared to all others, while salted egg Enthusiasts had a lower AS compared to Health Skeptics. All segments rated "produced in BC, not mainland China" products in the "neutral to very likely" range for increasing their satisfaction with the eggs. Results also indicate that buyers of each egg type are willing to pay an average premium of at least 10% more for BC produced products versus imports, with all other characteristics equal. Overall results indicate that opportunities exist for local producers and processors: Chinese Canadians with lower AS form a core part of the potential market.