Table 1.

Consumer’ demographic information

Variables	Total (n = 86)		Cluster 1 (n = 46)		Cluster 2 (n = 40)
	N	%	N	%	N	%
Sex
Female	69	80.2	39	84.8	30	75.0
Male	17	19.8	7	15.2	10	25.0
Age
19–25	46	53.5	20	43.5	26	65.0
26–35	22	25.6	14	30.4	8	20.0
36–45	15	17.4	9	19.6	6	15.0
46–55	2	2.3	2	4.3	0	0.0
56–65	1	1.1	1	2.2	0	0.0
Number of consumption of dumpling per month
Twice	15	17.4	31	67.4	4	10.0
3–4 times	46	53.5	12	26.1	20	50.0
5–8 times	25	29.1	3	6.5	14	35.0
Over than 8 times	0	0.0	0	0.0	2	5.0
Dumplings cooking method you use (CATA)
MWO	70	81.4	33	71.7	38	95.0
Gas ovens	73	84.9	38	82.6	35	87.5
Air fryer	50	58.1	31	67.4	19	47.5
Steamer	26	30.2	16	34.8	10	25.0
Lightwave oven	7	8.1	4	8.7	3	7.5
Qooker	2	2.3	2	4.3	0	0.0
Toaster	2	2.3	1	2.2	1	2.5
How to cook dumplings that are mainly eaten (CATA)
MWO	26	30.2	9	19.6	17	42.5
Steam	28	32.6	16	34.8	12	30.0
Broiling	32	37.2	15	32.6	17	42.5
Frying pan	56	65.1	27	58.7	29	72.5
Air fryer	31	36.0	20	43.5	11	27.5
Fryer	6	7.0	4	8.7	2	5.0
Things to consider when buying dumpling (CATA)
Price	46	53.5	22	47.8	24	60.0
Dumpling package size	9	10.5	2	4.3	7	17.5
Shape of dumplings	36	41.9	19	41.3	17	42.5
Ingredients of dumplings	58	67.4	30	65.2	28	70.0
Brand	60	70.0	34	73.9	26	65.0
Sale (bundle sale, 2 + 1 Discount)	53	61.6	25	54.3	28	70.0
Quantity (Large volume)	16	18.6	9	19.6	7	17.5
Serving size (1 Serving)	13	15.1	5	10.9	8	20.0
Sauce	2	2.3	1	2.2	1	2.5
Packaging (can be sealed)	10	11.6	4	8.7	6	15.0
Cooking example (photo)	8	9.3	4	8.7	4	10.0
How to cook	28	32.6	13	28.3	15	37.5
Cooking time	5	5.8	3	6.5	2	5.0
Where to buy dumplings (CATA)
Convenience store	33	38.4	11	23.9	22	55.0
Small supermarket	39	45.3	23	50.0	16	40.0
Large retailer	81	94.2	44	95.7	37	92.5
Food mart	25	29.1	11	23.9	14	35.0
Warehouse type whole-sale discount store	20	23.3	11	23.9	9	22.5
Online	42	48.8	21	45.7	21	52.5
Early morning delivery	17	19.8	9	19.6	8	20.0