Demographic Segmentation and Consumers Purchase Decision of Bakery Products

Abstract

This research explores the impact of demographic factors namely age, gender, and income level on the purchase decisions of household customers regarding bakery products. Employing a quantitative research design, data was collected from 100 household customers through structured questionnaires. The study aims to fill a notable gap in the literature by focusing on the specific segment of bakery product purchases, which has received limited attention in prior research. Data was analyzed through regression. Findings suggest that age significantly influences consumer purchase decision of bakery products. However, gender and income level were not found to influence purchase decisions. Resulting from these findings, it is suggested that bakery businesses should develop age-specific marketing strategies to cater to the diverse needs of different age groups while adopting gender-neutral and inclusive pricing strategies. By addressing these insights, the research provides valuable contributions to the academic understanding of consumer behavior in the bakery industry and offers practical recommendations for practitioners aiming to optimize their marketing strategies and sales performance. The study's limitations and areas for future research are discussed, emphasizing the need for larger sample sizes, qualitative methods, and exploration of additional variables and geographic contexts.