Table 4 Consumer characteristics by...

Table 4

Consumer characteristics by cluster

			Cluster 1 Practical consumer (n = 168)	Cluster 2 Healthy consumer (n = 216)	Cluster 3 Price sensitive consumer (n = 267)	Chi square (df); p	ANOVA (df); p
Demographic information	Gender	Male	71	101	129	7.17 (4)
		Female	91	113	136	p = 0.127
		Other	6	2	2
	Age	Below 30	78	121	131	6.25 (4)
		30–50	73	68	104	p = 0.181
		Above 50	17	27	32
	Occupation	Student	64	105	115	5.72 (8)
		Full-time employed	14	13	21	p = 0.678
		Freelancer	38	41	59
		Homemaker	44	45	61
		Unemployed	8	12	11
	Income	0–7,500	11	16	22	4.95 (8)
		7,501–15,000	43	53	69	p = 0.762
		15,001–25,000	58	85	103
		25,001–35,000	35	35	51
		More than 35,001	21	27	22
	Family size (including the respondent)	1	9	10	14	12.34 (8)
		2	18	27	33	p = 0.137
		3	54	75	81
		4	77	78	97
		5 or more	10	26	42
	Area of residence	North	61	62	64	9.28 (4)
		Center	25	26	41	p = 0.054
		South	82	128	372
	Place of shopping	KM0	0	28	27	73.19 (8)
		Online	21	0	9	P = < 0.001
		Supermarket	112	126	134
		Fruit seller	35	62	97
Consumption habits at T2	Budget allocated		M = 1.28	M = 0.87	M = 1.30		F(2, 625) = 7.167
	Budget allocated		(SD = 1.41)	(SD = 1.22)	(SD = 1.35)		p = < 0.001
	Weekly consumption		M = 1.43	M = 1.50	M = 1.48		F(2, 650) = 0.592
	Weekly consumption		(SD = 0.595)	(SD = 0.595)	(SD = 0.645)		p = 0.553
	Number of apples purchased on every trip		M = 2.15	M = 2.32	M = 2.24		F(2, 650) = 3.624
	Number of apples purchased on every trip		(SD = 0.543)	(SD = 0.592)	(SD = 0.713)		p = 0.027
Clustering variables	TEMS_Health		M = 4.23	M = 5.45	M = 5.59		F(2, 650) = 132.340
	TEMS_Health		(SD = 1.06)	(SD = 1.08)	(SD = 0.54)		p = < 0.001
	TEMS_Natural Concerns		M = 3.66	M = 5.64	M = 5.39		F(2, 650) = 342.466
	TEMS_Natural Concerns		(SD = 0.88)	(SD = 0.80)	(SD = 0.72)		p = < 0.001
	TEMS_Price		M = 4.13	M = 3.48	M = 5.50		F(2, 650) = 224.698
	TEMS_Price		(SD = 1.31)	(SD = 0.93)	(SD = 0.99)		p = < 0.001
	TEMS_Convinience		M = 5.23	M = 3.29	M = 4.27		F(2, 650) = 210.904
	TEMS_Convinience		(SD = 0.83)	(SD = 0.76)	(SD = 1.07)		p = < 0.001

			Cluster 1Practical consumer (n = 168)	Cluster 2Healthy consumer (n = 216)	Cluster 3Price sensitive consumer (n = 267)	Chi square (df); p	ANOVA (df); p
Demographic information	Gender	Male	71	101	129	7.17 (4)
		Female	91	113	136	p = 0.127
		Other	6	2	2
	Age	Below 30	78	121	131	6.25 (4)
		30–50	73	68	104	p = 0.181
		Above 50	17	27	32
	Occupation	Student	64	105	115	5.72 (8)
		Full-time employed	14	13	21	p = 0.678
		Freelancer	38	41	59
		Homemaker	44	45	61
		Unemployed	8	12	11
	Income	0–7,500	11	16	22	4.95 (8)
		7,501–15,000	43	53	69	p = 0.762
		15,001–25,000	58	85	103
		25,001–35,000	35	35	51
		More than 35,001	21	27	22
	Family size (including the respondent)	1	9	10	14	12.34 (8)
		2	18	27	33	p = 0.137
		3	54	75	81
		4	77	78	97
		5 or more	10	26	42
	Area of residence	North	61	62	64	9.28 (4)
		Center	25	26	41	p = 0.054
		South	82	128	372
	Place of shopping	KM0	0	28	27	73.19 (8)
		Online	21	0	9	P = < 0.001
		Supermarket	112	126	134
		Fruit seller	35	62	97
Consumption habits at T2	Budget allocated		M = 1.28	M = 0.87	M = 1.30		F(2, 625) = 7.167
	Budget allocated		(SD = 1.41)	(SD = 1.22)	(SD = 1.35)		p = < 0.001
	Weekly consumption		M = 1.43	M = 1.50	M = 1.48		F(2, 650) = 0.592
	Weekly consumption		(SD = 0.595)	(SD = 0.595)	(SD = 0.645)		p = 0.553
	Number of apples purchased on every trip		M = 2.15	M = 2.32	M = 2.24		F(2, 650) = 3.624
	Number of apples purchased on every trip		(SD = 0.543)	(SD = 0.592)	(SD = 0.713)		p = 0.027
Clustering variables	TEMS_Health		M = 4.23	M = 5.45	M = 5.59		F(2, 650) = 132.340
	TEMS_Health		(SD = 1.06)	(SD = 1.08)	(SD = 0.54)		p = < 0.001
	TEMS_Natural Concerns		M = 3.66	M = 5.64	M = 5.39		F(2, 650) = 342.466
	TEMS_Natural Concerns		(SD = 0.88)	(SD = 0.80)	(SD = 0.72)		p = < 0.001
	TEMS_Price		M = 4.13	M = 3.48	M = 5.50		F(2, 650) = 224.698
	TEMS_Price		(SD = 1.31)	(SD = 0.93)	(SD = 0.99)		p = < 0.001
	TEMS_Convinience		M = 5.23	M = 3.29	M = 4.27		F(2, 650) = 210.904
	TEMS_Convinience		(SD = 0.83)	(SD = 0.76)	(SD = 1.07)		p = < 0.001

Source(s): Authors’ work

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