Indonesian Consumers Segmentation in Online Food Purchasing

This study aims to examine the segmentation and characteristic of Indonesian consumers during the Covid-19 pandemic in purchasing online food.
In this study, lifestyle psychographic and benefit sought behavioral segmentation
were taken into consideration. A five-scale Likert questionnaire was distributed
to 352 Indonesian people older than 17 years old who have purchased online
food. Then the data were analyzed using factor analysis and cluster analysis. The
research findings formed five lifestyle factors: trend enthusiast, practical person,
outgoing person, well-being, and detail-oriented; and there are three factors of
the benefit sought, namely valued oriented, economical person, and thoughtful
person. Based on the formed factors, K-means cluster analysis was employed, and
it shows that there are three consumer clusters: rational, adventurous, and basic.