engleski

Market Segmentation on the Basis of Food-Related Lifestyles of Croatian Families

This paper explores the existence of different food-related lifestyle segments in the Republic of Croatia. Using international instruments and a cluster analysis (joining-tree clustering) we found five different segments which differ in buying motives, quality aspects of the food buying decisions, cooking methods and consumption situations. The segments also differ in sociodemographic characteristics. We called these segments: Relaxed, Traditionalists, Modern, Concerned and Hedonists. The main statements more frequently used by the families who belong to the respective segments determined the names. We expect these segments to change in the future in size and in the characteristics of behavior concerning a food-related lifestyles. Therefore, we plan to repeat the research in the year 2004. At the same time, we would like to compare these segments with those distinguished in developed European countries that have conducted similar research.

food-related lifestyle; segmentation; Croatian families

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