Segmentation of the market for table eggs in Ontario

This article reports on research designed to segment the market for table eggs in Ontario. Using benefit segmentation procedures, four segments were found. These segments are: Disinterested Consumers, Casual Egg Users, Health Conscious Consumers, and Enthusiastic Users. Profiles of these segments have been developed using beliefs about eggs, attitudes toward eggs, lifestyle factors, health and nutrition consciousness, media habits, consumption habits, and demographics. The results can be used to help marketing groups develop more highly targeted promotional programs.