@article{Baliga:348974,
      recid = {348974},
      author = {Baliga, Vikram  and Shetty, Santhosha G.  and Gil, Mathew  Thomas  and Shenoy, Ravindra  and Rao, Krithika },
      title = {Analysing Purchase Preference Towards Geographical  Indications (GIs) Using Consumer Segmentation Approach},
      journal = {AGRIS on-line Papers in Economics and Informatics},
      address = {2024-06-30},
      number = {665-2025-180},
      month = {Jun},
      year = {2024},
      abstract = {Consumers of local food products often face a dilemma  regarding their purchase decisions due to the  non-availability of information that is required to assess  the quality of the product. To reduce this information  asymmetry, the Geographical Indication Registry in India  issues a Geographical Indication tag (GI tag) as a  community right to the growers of local special products  originating from a region, town or country. The GI tag  symbolises uniqueness, curtails counterfeit products'  spread, and reduces information asymmetry. This study has  taken a select case of Udupi Mattu Gulla Brinjal, a GI  horticulture produce grown by a community-based enterprise  (CBE) in the Udupi District of South India. This research  work aims to study and analyse consumer preference towards  Udupi Mattu Gulla Brinjal (GI) using a consumer  segmentation approach. The Principal Component Analysis  technique has been used to identify statements with  discriminatory power. Subsequently, the statements of  research importance have been used to identify consumer  segments using a two-step clustering approach. The study  results have identified three important consumer clusters  based on the analysis of consumer preference  characteristics. Thereafter, marketing strategies have been  proposed after analysing the profile of each segment. The  study is undertaken as a response to an initiative from the  Sustainable Development Goals (SDGs) Coordinating Centre,  Government of India, to partner the development of  agriculture in the local area of Udupi District. The  objectives of the study are consistent with SDG goal 11  (sustainable communities) and SDG goal 12 (responsible  consumption).},
      url = {http://ageconsearch.umn.edu/record/348974},
      doi = {https://doi.org/10.22004/ag.econ.348974},
}