Actual purchase behavior of edible bird's nest products in Malaysia using cluster analysis

• Main Authors: Mohd Nawi, Nolila, Man, Norsida, Mohamad Shukri, Nurul Nabilah Huda, Abdullah, Amin Mahir
• Format: Article
• Language: English
• Published: Routledge 2019
• Online Access: http://psasir.upm.edu.my/id/eprint/80535/1/EDIBLE.pdf; http://psasir.upm.edu.my/id/eprint/80535/; https://www.tandfonline.com/doi/full/10.1080/10454446.2019.1691105?scroll=top&needAccess=true

The focus of this study was to classify actual buying behavior of edible bird’s nest (EBN) products into relatively homogenous groups for the purpose of market segmentation. Determining the profile of actual customers could provide direct characterization of products that should be displayed on the...