Demographic Segmentation of Shoppers at Traditional Markets and Supermarkets in Taiwan

Abstract

This study uses logistic regression to assess whether the probability in using traditional markets and supermarkets in Taiwan is affected by gender, age, social class and urbanization level. Traditional markets and supermarkets are selected as surrogates for traditional and modern shopping behaviour. Results show that young people aged from 15 to 30 particularly avoid traditional markets, while this age group and consumers in their thirties and forties particularly prefer supermarkets. Consumers of higher social class are more likely to use supermarkets.

Key Words:

• Segmentation
• consumer behaviour
• retailing
• food shopping
• traditional market
• supermarket
• Taiwan
• demographic factors