<![CDATA[Purpose – This study aims to analyze psychographic-based market segmentation of consumers at Rice Bowl Dapur Novi in Malang City to support the development of more targeted marketing strategies. Design/methodology/approach – This study employs a quantitative descriptive research design using a survey method. The population consists of Rice Bowl consumers in Malang City, with a total sample of 140 respondents. Data were analyzed using the K-Means Cluster analysis technique to identify distinct psychographic consumer segments. Findings – The results identify four distinct consumer segments based on psychographic characteristics: (1) The Idealism segment, (2) The Enthusiastic segment, (3) The Incurious segment, and (4) The Phlegmatic segment. Each segment exhibits different psychological traits that influence their consumption behavior and preferences. Originality/value – This study offers originality by applying K-Means Cluster analysis to map four unique psychographic segments of Rice Bowl Dapur Novi consumers, a niche context rarely explored in local culinary research. The findings provide actionable insights for developing targeted marketing strategies that align with each segment’s attitudes, motivations, and behavioral tendencies.]]>
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