FARMED FISH MARKET SEGMENTATION BASED ON CONSUMERS' PERCEPTION, SITUATION AND INFORMATION NEEDS IN LAGOS STATE, NIGERIA

The aim of the study was to segment farmed fish consumers based on consumers' perception, situation and information needs. Multistage sampling method was used to collect data from consumers in five divisions and nine Local Government Areas in Lagos State. Structured questionnaires were administered to a sample of 324 consumers. Data were analyzed using hierarchical clustering with Ward's Method and K-means cluster analysis were performed to obtain consumer segments. Bivariate analyses were used to profile the clusters in terms of consumption behavior, general attitude towards farmed fish, norms and expectations from others, lifestyle orientation and value; and  willingness to pay for farmed fish. Cluster analysis identified three consumer segments. Influenced consumers expressed highest mean score with regard to situations that prompted eating farmed fish and lowest mean score with regard to perception about farmed fish. Satisfied consumers indicated very good perception about farmed fish, very low in the situations that prompted eating farmed fish and low in information needed. Concerned consumers scored relatively moderate on perception about farmed fish and situation that prompted eating farmed fish but expressed high need of information on farmed fish as compared to other segments. Consumption behavior, general attitude towards farmed fish, norms and expectations from others to consume farmed fish, convenience, ready-meal orientation and willingness to pay for farmed fish were significant (α=0.05) in profiling differences among the clusters. Aquaculture industry and marketers can find target groups among the consumers and adopt the effective strategies to increase the satisfaction and the loyalty of the preferred segment.