Segmentation of Malaysian shoppers by store choice behaviour in their purchase of fresh meat and fresh produce

•Shoppers purchased meat from either modern retail stores or traditional markets.•Similarly, shoppers purchased fruit and vegetables from both types of stores.•Moreover, transient shoppers were found in the fresh fruit and vegetables survey.•Store choice preference was based on the food item that consumers intended to buy.

Differences in retail store choice behaviour are examined for the purchase of fresh meat and fresh fruit and vegetables in Malaysia. In purchasing fresh meat, cluster analysis identified two groups of respondents who purchased the majority of the fresh meat they consumed from either modern retail stores or the traditional market. However, with regard to the purchase of fresh fruit and vegetables, cluster analysis identified three groups of respondents (modern retail shoppers, transient shoppers and traditional market shoppers). Although the clusters were labelled using similar terms, several similarities and differences were identified in the respective clusters for each food item. The findings indicate that store choice preference was based on the food product that the consumer intended to purchase.