Plantitas/Plantitos Preference Analysis on Succulents Attributes and Its Market Segmentation: Integrating Conjoint Analysis and K-means Clustering for Gardening Marketing Strategy

Many people have switched to gardening as their new hobby during the COVID-19 pandemic, including Filipinos. With its increasing popularity, Filipinos called the new hobbyists “plantitas” and “plantitos” instead of the old-fashioned term “plant people”. Among different plants, succulents are one of...

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Bibliographic Details
Published in:	Sustainability 2022-12, Vol.14 (24), p.16718
Main Authors:	Ong, Ardvin Kester S., Prasetyo, Yogi Tri, De Leon, Lance Albert S., Ayuwati, Irene Dyah, Nadlifatin, Reny, Persada, Satria Fadil
Format:	Article
Language:	English
Subjects:	Conjoint analysis Consumers Customers Epidemics Flowers & plants Forecasts and trends Gardening Market segmentation Market segments Market strategy Marketing Methods Millennials North America Philippines Preferences Purchasing Social aspects Software Succulent plants Sustainability
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