The Use of Food-Related Consumer Decision- Making Styles for Market Segmentation: The Case of Croatia (CROSBI ID 614882)
Prilog sa skupa u zborniku | sažetak izlaganja sa skupa | međunarodna recenzija
Podaci o odgovornosti
Piri Rajh, Sunčana ; Anić, Ivan-Damir ; Rajh, Edo
engleski
The Use of Food-Related Consumer Decision- Making Styles for Market Segmentation: The Case of Croatia
The purpose of this research is to examine the existence of food-related CDMS groups by using modified Sproles and Kendall’s (1986) CSI instrument in food-product environment. The empirical analysis is based on data obtained from consumer survey. The data were analysed using factor analysis, Cronbach alpha coefficients and k-means cluster analysis. Research results confirmed eight-factor model, and three food-related CDMS were identified: Recreational consumers, Novelty-driven consumers, and Economic consumers. Marketing strategies should be tailored to the specific characteristics of those consumer groups.
consumer behaviour; consumer decision-making groups; market segmentation
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Podaci o prilogu
29-29.
2014.
objavljeno
Podaci o matičnoj publikaciji
5th EMAC Regional Conference: Marketing Theory Challenges in Emerging Markets
Szymura-Tyc, Maja
Katovice: University of Economics in Katowice
Podaci o skupu
5th EMAC Regional Conference
predavanje
24.09.2014-26.09.2014
Katowice, Poljska