Market segmentation in the Republic of Croatia according to food-related lifestyle (CROSBI ID 148249)
Prilog u časopisu | izvorni znanstveni rad | međunarodna recenzija
Podaci o odgovornosti
Kesić, Tanja ; Piri Rajh, Sunčana ; Kesić, Helena
engleski
Market segmentation in the Republic of Croatia according to food-related lifestyle
The main objective of this paper is to investigate the specificities of food-related lifestyle segmentation in Croatia. Specifically our purposes are: 1. To see what segments can be distinguished on the basis of food-related lifestyles ; 2.To compare the attributes of the distinguished segments ; and 3.To identify the specific socio-demographic features of the subtracted segments. A survey was conducted in 2006 on a sample of 902 consumers. Households were selected using random zone sampling in the fi ve largest cities in Croatia. In this study, use was made of the cross-culturally validated instrument developed by Brunsø and Grunert (FRL ; Brunsø and Grunert, 1995 ; 1998) with 69 questions on ways of shopping, cooking methods, quality aspects, consumption situations, and purchasing motives. Segmentation was done by using cluster analysis (joining-tree clustering procedure). Five distinct food-related lifestyle segments were identified: Relaxed, Traditionalists, Modern, Concerned Nutritionists, and Experimentalists. The sociodemographic features of the distinguished segments are described in the paper.
food-related lifestyle ; market segmentation ; consumer behavior
nije evidentirano
nije evidentirano
nije evidentirano
nije evidentirano
nije evidentirano
nije evidentirano
Podaci o izdanju
59 (9-10)
2008.
503-522
objavljeno
0424-7558
Povezanost rada
Ekonomija