Furthermore, "Tomato-Loyals" tend t

Furthermore, "Tomato-Loyals" tend to purchase only loose tomatoes, whereas members of the youngest segment identified by [3] Bertail and Caillavet (2008) in examining vegetable consumption, tomatoes included, tend to prefer buying other frozen vegetables and convenience foods and this is mainly due to the lack of free time. Despite this lack of free time, which all consumers experience nowadays, the preference of "Tomato-loyals" to buy only fresh tomatoes illustrates an underlying willingness to adopt a healthier diet, which can be achieved if they are targeted with appropriate social marketing and policy campaigns. The reason to compare these segments in this study with vegetable consumer segments identified in France is that France is ranked third in terms of obesity among the Mediterranean countries, following Greece and Malta. Therefore, given that limited information is available about vegetable consumer segments in Malta, examining the differences between Greek and French consumer segments can provide marketing and policy insights towards the adoption of healthy diets in Mediterranean countries.

6. Conclusions

The study contributes to the consumer segmentation literature as it has revealed the basic characteristics of tomato consumer segments. The findings can be employed both by food policy makers in designing interventions in food consumption to tackle obesity, and by food marketers in targeting the appropriate consumer segments when marketing tomato products in Greece and throughout Europe. The findings indicate that "Tomato-loyals" display the lowest consumption, the lowest degree of objective knowledge about the nutritional value of tomatoes, and a low level of purchase involvement. Therefore, health marketing and policy campaigns targeting consumers of this segment should aim to increase awareness of these consumers in relation to the nutritional value of tomatoes and,their relatively low price. The latter is very important considering the high price sensitivity of this segment. Marketing and policy campaigns should also promote consumption of other vegetables, as when tomato is off-season this segment reduces substantially the overall vegetable consumption (determined mainly from tomato intake). Subsequently, further actions should be taken to ensure the supply of tomatoes off-season, as this is important for "Tomato-loyals" who do not eat other vegetables. Health marketing and policy campaigns targeting "Tomato-loyals" should also aim to increase the level of organic tomato consumption of this segment, as "Tomato-loyals" display a low consumption of organic tomatoes despite their belief that organic tomatoes are healthier than conventional. Marketing and policy campaigns should therefore stress the nutritional and the environmental benefits from the consumption of organic products. It is worth stressing that "Tomato-loyals" is the youngest segment and younger consumers tend to be more sensitive towards environmental issues. We believe that an increase in organic tomato consumption may also lead to an increase in vegetable consumption in general. Health marketing and policy campaigns targeting "Sensorialists" and "Health-conscious" should focus on the quality characteristics and the nutritional value of tomatoes respectively. Therefore, these campaigns should promote the use of nutritional labels, which will provide the information that consumers sought. The display of nutrition labels providing that information should be compulsory for food companies, even for producers of loose tomatoes. This intervention might increase the consumption of tomatoes in Greece and throughout Europe as the campaigns will focus on the importance of this information in relation to citizen's health. This could contribute to the improvement of dietary habits and behaviour of Greek, or even European, consumers too. The intervention can be expanded by introducing compulsory shelf labels in food stores and in open markets, which could contribute to a significant increase in tomato consumption. The recommended health marketing and policy campaigns should target female consumers who are mainly responsible for the grocery shopping and influence consumption behaviour of all household members. Similar social marketing and policy campaigns can be applied to other European countries in general, and to other Mediterranean countries in particular, such as France and Spain, in order to address obesity problems and to reduce public health expenses. This is very important for many Mediterranean countries (e.g. Greece, Spain, Portugal), which are currently facing major financial problems.

Hasil (Bahasa Indonesia) 1:

Selain itu, "Tomat-Loyals" cenderung membeli hanya longgar tomat, sedangkan anggota segmen termuda yang diidentifikasi oleh Bertail [3] dan Caillavet (2008) dalam memeriksa konsumsi sayuran, tomat yang disertakan, cenderung lebih suka membeli sayuran beku dan makanan kenyamanan lain dan ini terutama karena kurangnya waktu luang. Meskipun kurangnya waktu luang, yang semua konsumen mengalami saat ini, preferensi "Tomat-loyals" untuk membeli hanya segar tomat menggambarkan keinginan mendasar untuk mengadopsi diet yang sehat, yang dapat dicapai jika mereka ditargetkan dengan tepat pemasaran sosial dan kebijakan kampanye. Alasan untuk membandingkan segmen tersebut dalam studi ini dengan segmen konsumen sayuran diidentifikasi di Perancis adalah bahwa Perancis adalah peringkat ketiga dalam hal obesitas antara negara-negara Mediterania, berikut Yunani dan Malta. Oleh karena itu, mengingat bahwa informasi terbatas tersedia tentang segmen konsumen sayuran di Malta, memeriksa perbedaan antara segmen konsumen Yunani dan Perancis dapat memberikan wawasan yang pemasaran dan kebijakan terhadap adopsi diet sehat di negara-negara Mediterania.6. kesimpulanThe study contributes to the consumer segmentation literature as it has revealed the basic characteristics of tomato consumer segments. The findings can be employed both by food policy makers in designing interventions in food consumption to tackle obesity, and by food marketers in targeting the appropriate consumer segments when marketing tomato products in Greece and throughout Europe. The findings indicate that "Tomato-loyals" display the lowest consumption, the lowest degree of objective knowledge about the nutritional value of tomatoes, and a low level of purchase involvement. Therefore, health marketing and policy campaigns targeting consumers of this segment should aim to increase awareness of these consumers in relation to the nutritional value of tomatoes and,their relatively low price. The latter is very important considering the high price sensitivity of this segment. Marketing and policy campaigns should also promote consumption of other vegetables, as when tomato is off-season this segment reduces substantially the overall vegetable consumption (determined mainly from tomato intake). Subsequently, further actions should be taken to ensure the supply of tomatoes off-season, as this is important for "Tomato-loyals" who do not eat other vegetables. Health marketing and policy campaigns targeting "Tomato-loyals" should also aim to increase the level of organic tomato consumption of this segment, as "Tomato-loyals" display a low consumption of organic tomatoes despite their belief that organic tomatoes are healthier than conventional. Marketing and policy campaigns should therefore stress the nutritional and the environmental benefits from the consumption of organic products. It is worth stressing that "Tomato-loyals" is the youngest segment and younger consumers tend to be more sensitive towards environmental issues. We believe that an increase in organic tomato consumption may also lead to an increase in vegetable consumption in general. Health marketing and policy campaigns targeting "Sensorialists" and "Health-conscious" should focus on the quality characteristics and the nutritional value of tomatoes respectively. Therefore, these campaigns should promote the use of nutritional labels, which will provide the information that consumers sought. The display of nutrition labels providing that information should be compulsory for food companies, even for producers of loose tomatoes. This intervention might increase the consumption of tomatoes in Greece and throughout Europe as the campaigns will focus on the importance of this information in relation to citizen's health. This could contribute to the improvement of dietary habits and behaviour of Greek, or even European, consumers too. The intervention can be expanded by introducing compulsory shelf labels in food stores and in open markets, which could contribute to a significant increase in tomato consumption. The recommended health marketing and policy campaigns should target female consumers who are mainly responsible for the grocery shopping and influence consumption behaviour of all household members. Similar social marketing and policy campaigns can be applied to other European countries in general, and to other Mediterranean countries in particular, such as France and Spain, in order to address obesity problems and to reduce public health expenses. This is very important for many Mediterranean countries (e.g. Greece, Spain, Portugal), which are currently facing major financial problems.

Hasil (Bahasa Indonesia) 2:

Selanjutnya, "Tomat-loyals" cenderung untuk membeli hanya tomat longgar, sedangkan anggota segmen termuda diidentifikasi oleh [3] Bertail dan Caillavet (2008) dalam memeriksa konsumsi sayuran, tomat termasuk, cenderung lebih suka membeli sayuran beku lainnya dan makanan kenyamanan dan ini terutama karena kurangnya waktu luang. Meskipun kurangnya waktu luang, yang semua konsumen mengalami saat ini, preferensi "Tomat-loyals" untuk membeli hanya tomat segar menggambarkan suatu kesediaan yang mendasari untuk mengadopsi pola makan sehat, yang dapat dicapai jika mereka ditargetkan dengan pemasaran sosial yang tepat dan kebijakan kampanye. Alasan untuk membandingkan segmen ini dalam penelitian ini dengan segmen konsumen sayur diidentifikasi di Perancis adalah bahwa Perancis peringkat ketiga dalam hal obesitas di antara negara-negara Mediterania, berikut Yunani dan Malta. Oleh karena itu, mengingat bahwa informasi terbatas yang tersedia tentang segmen konsumen sayuran di Malta, memeriksa perbedaan antara Yunani dan segmen konsumen Perancis dapat memberikan pemasaran dan kebijakan wawasan terhadap adopsi diet yang sehat di negara-negara Mediterania.

6. Kesimpulan

studi ini memberikan kontribusi untuk literatur segmentasi konsumen karena telah mengungkapkan karakteristik dasar dari segmen tomat konsumen. Temuan dapat digunakan baik oleh para pembuat kebijakan pangan dalam merancang intervensi dalam konsumsi makanan untuk mengatasi obesitas, dan oleh pemasar makanan di menyasar segmen konsumen yang tepat ketika pemasaran produk tomat di Yunani dan di seluruh Eropa. Temuan menunjukkan bahwa "Tomat-loyals" menampilkan konsumsi terendah, tingkat terendah pengetahuan obyektif tentang nilai gizi tomat, dan rendahnya tingkat keterlibatan pembelian. Oleh karena itu, pemasaran kesehatan dan kebijakan kampanye yang menargetkan konsumen dari segmen ini harus bertujuan untuk meningkatkan kesadaran konsumen ini dalam kaitannya dengan nilai gizi tomat dan, harga relatif rendah. Yang terakhir ini sangat penting mengingat sensitivitas harga tinggi dari segmen ini. Pemasaran dan kebijakan kampanye juga harus mempromosikan konsumsi sayuran lainnya, seperti ketika tomat off-musim segmen ini mengurangi secara substansial konsumsi sayur keseluruhan (ditentukan terutama dari asupan tomat). Selanjutnya, tindakan lebih lanjut harus dilakukan untuk menjamin pasokan tomat off-musim, karena ini adalah penting untuk "Tomato-loyals" yang tidak makan sayuran lainnya. Pemasaran kesehatan dan kampanye kebijakan menargetkan "Tomat-loyals" juga harus bertujuan untuk meningkatkan tingkat konsumsi tomat organik dari segmen ini, sebagai "Tomat-loyals" menampilkan rendahnya konsumsi tomat organik meskipun keyakinan mereka bahwa tomat organik lebih sehat daripada konvensional. Oleh karena itu pemasaran dan kebijakan kampanye harus menekankan manfaat lingkungan dari konsumsi produk organik nutrisi dan. Perlu menekankan bahwa "Tomat-loyals" adalah segmen termuda dan konsumen yang lebih muda cenderung lebih sensitif terhadap isu-isu lingkungan. Kami percaya bahwa peningkatan konsumsi tomat organik juga dapat menyebabkan peningkatan konsumsi sayuran pada umumnya. Pemasaran kesehatan dan kampanye kebijakan menargetkan "Sensorialists" dan "kesehatan-sadar" harus fokus pada karakteristik kualitas dan nilai gizi tomat masing-masing. Oleh karena itu, kampanye ini harus mempromosikan penggunaan label nutrisi, yang akan memberikan informasi bahwa konsumen dicari. Tampilan label nutrisi memberikan informasi yang harus wajib bagi perusahaan makanan, bahkan untuk produsen tomat longgar. Intervensi ini dapat meningkatkan konsumsi tomat di Yunani dan di seluruh Eropa sebagai kampanye akan fokus pada pentingnya informasi ini dalam kaitannya dengan kesehatan warga. Ini dapat memberikan kontribusi untuk peningkatan kebiasaan makan dan perilaku konsumen Yunani, atau bahkan Eropa, juga. Intervensi dapat diperluas dengan memperkenalkan label rak wajib di toko-toko makanan dan di pasar terbuka, yang dapat berkontribusi terhadap peningkatan yang signifikan dalam konsumsi tomat. Pemasaran dan kebijakan kampanye kesehatan yang direkomendasikan harus menargetkan konsumen wanita yang terutama bertanggung jawab untuk perilaku konsumsi belanja bahan makanan dan pengaruh seluruh anggota rumah tangga. Pemasaran dan kebijakan kampanye sosial yang sama dapat diterapkan untuk negara-negara Eropa lainnya pada umumnya, dan ke negara-negara Mediterania lainnya khususnya, seperti Perancis dan Spanyol, dalam rangka untuk mengatasi masalah obesitas dan mengurangi biaya kesehatan masyarakat. Hal ini sangat penting bagi banyak negara-negara Mediterania (misalnya Yunani, Spanyol, Portugal), yang saat ini menghadapi masalah keuangan yang besar.