Analysis on Market Segmentation and Marketing Strategy of Vegetables Consumption - A Case Study in Changsha

The paper has studied the beneficial segmentation status of vegetable consumption market with the statistical methods of factor analysis and cluster analysis. Its purpose is to promote the development of vegetable industry and its marketing strategy in Hunan province by deeply exploring the purchasing behavior and demography characteristics of vegetables purchasers in different segment market. The results indicate that the impact affecting on the purchasing behavior of vegetable consumers in Changsha city acts mainly in six categories, namely "producing area", "security", "taste", "facilitate", "Variety", "appearance". Cluster analysis further revealed that the vegetable consumption market in Changsha City could be broken down into the consumer market for taste-type, security- type consumer market, convenience- type, visual- type and diverse consumer market- type consumer market.