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Among traditional methods of segmentation that have considered one or a combination of variables involving demographics, geographics, psychographics, and behavior, purchasing motivation is believed to be a potentially useful basis for segmentation. We introduce an alternative approach called decision segmentation analysis (DSA) to segment local food markets based on consumers’ motivation.

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This page is a summary of: Motivation-based segmentation of local food in urban cities, British Food Journal, September 2018, Emerald,
DOI: 10.1108/bfj-01-2018-0060.
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