Unveiling the potential: Food safety, consumer segmentation in Thailand’s snakehead fish market

Abstract

This study aims to analyze factors influencing the decision-making process of snakehead fish consumers and to group consumers based on their behavior and preferences. Two methods were employed: factor analysis to identify decision-making factors and non-hierarchical cluster analysis to segment consumers. The target populations were selected from areas with large numbers of snakehead fish consumers. The study collected data through phone and online interviews with 472 snakehead fish consumers using stratified random sampling. The result indicated that food safety and nutrition were the primary influencing factors for snakehead fish consumption decisions. Concern about food safety when considering the cleanliness and safety of processed snakehead fish were also crucial factors for consumers. Two distinct consumer groups were identified based on demographic factors and the specific characteristics of snakehead fish desired by consumers. These findings provide insights for developing targeted marketing strategies and emphasize the importance of food safety measures and standardized production processes in the snakehead fish market. Implementing Good Agricultural Practices (GAP) and Good Manufacturing Practices (GMP) is recommended to ensure consumer safety and promote the growth of the snakehead fish industry. In addition, more processed fish should be promoted to reach younger consumers.