engleski

Attitudes as basis for segmenting Croatian fresh fish consumers

This paper identifies and describes consumer segments based on attitudes about fresh fish. The Data was collected on a sample of 1151 fresh fish consumers in Croatia. Three consumer segments were identified: Fresh Fish Lovers (49.3%), Supporters of Eating Fresh Fish (24.5%), and Occasional Consumers of Fresh Fish (26.2%). The segments differ significantly with respect to behaviour and barriers to fresh fish consumption, attitudes towards fresh fish, role of media and food industry and socio- demographic characteristics. The identification of different attitudes and barriers towards fresh fish consumption and socio-demographic features may provide an opportunity for the fish producers to develop marketing strategies that will meet demands of different consumers.

Consumer segments ; fresh fish ; attitudes

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