A factor-cluster analysis profile of consumers

The identification of reasons for consuming quinoa besides the sensory aspects can help to understand the decision-making behaviour of the consumer. Thus, the objective of this study is to determine the motivational profile of quinoa consumers in Modern Metropolitan Lima. A questionnaire about the reasons for quinoa consumption based on the Theory of Planned Behavior was conducted with 381 respondents in Modern Metropolitan Lima. Then, a factor-cluster analysis was then undertaken based on a five-factor result using an exploratory factor analysis () with unweighted least squares (ULS) method. Discriminant analysis determined their factor importance and demographics. The factor-cluster analysis segmented quinoa consumers in two groups: the “attitudinal and ethnical identity quinoa consumer” and the “subjective norm and past experienced quinoa consumer”. Outcomes of the study can help to improve strategies developed by the Peruvian Government, the quinoa food companies, retailers and quinoa producers to promote the consumption of quinoa.