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This study identifies appropriate segments of urban markets that can enable rice cooperatives to sell their products effectively. Thus, experimental auctions were carried out in 2015 to collect data from 291 consumers in these urban areas. The two-step cluster segmentation method was used to identify three segments of the local rice market determined by the socio-economic and geographical characteristics of the consumers and the attributes of the rice: the first comprises essentially men who consume little local rice; the second refers essentially to women who do not consume local rice at all; and the third comprises women consuming only local rice. Specific marketing actions targeting each segment are needed to significantly increase local rice consumption and improve the incomes of key players.


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