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Pregled bibliografske jedinice broj: 474481

Psychographic Segmentation of the Zagreb Apple Market


Kovačić, Damir; Cerjak, Marija; Markovina, Jerko; Črep, Robert
Psychographic Segmentation of the Zagreb Apple Market // Journal of food products marketing, 16 (2010), 3; 293-308 doi:10.1080/10454446.2010.485094 (međunarodna recenzija, članak, znanstveni)


CROSBI ID: 474481 Za ispravke kontaktirajte CROSBI podršku putem web obrasca

Naslov
Psychographic Segmentation of the Zagreb Apple Market

Autori
Kovačić, Damir ; Cerjak, Marija ; Markovina, Jerko ; Črep, Robert

Izvornik
Journal of food products marketing (1045-4446) 16 (2010), 3; 293-308

Vrsta, podvrsta i kategorija rada
Radovi u časopisima, članak, znanstveni

Ključne riječi
Psychographic segmentation ; Croatia ; apple ; Zagreb market

Sažetak
The objective of this article is to identify market segments based on psychological traits of consumers in the area of Croatia's capital, Zagreb. In February 2006, a face-to-face survey was conducted on a sample of 426 apple buyers in three Zagreb supermarkets. Buying behaviour, attitudes toward apples, the importance of apple attributes, and the importance of information in buying apples were examined. Data obtained from the survey were analyzed with univariate analyses, Chi-square test, ANOVA, cluster and factor analyses. In the Zagreb market for apples, three market segments were identified: heavy consumers, practical consumers, and indifferent consumers. These segments are different in their buying behaviour, importance of apple attributes, and sociodemographic characteristics. Marketing recommendations are given taking into account the specifics of each segment. Segments of heavy and practical consumers should be the target of marketing activities since they are the consumer groups with the biggest potential for further growth of consumption.

Izvorni jezik
Engleski

Znanstvena područja
Poljoprivreda (agronomija), Ekonomija, Psihologija



POVEZANOST RADA


Projekti:
178-0581846-0258 - Prezentacija podražaja kod metoda za mjerenje potrošačkih sklonosti

Ustanove:
Agronomski fakultet, Zagreb,
Sveučilište u Zagrebu

Profili:

Avatar Url Marija Cerjak (autor)

Avatar Url Damir Kovačić (autor)

Avatar Url JERKO MARKOVINA (autor)

Poveznice na cjeloviti tekst rada:

doi www.tandfonline.com dx.doi.org

Citiraj ovu publikaciju:

Kovačić, Damir; Cerjak, Marija; Markovina, Jerko; Črep, Robert
Psychographic Segmentation of the Zagreb Apple Market // Journal of food products marketing, 16 (2010), 3; 293-308 doi:10.1080/10454446.2010.485094 (međunarodna recenzija, članak, znanstveni)
Kovačić, D., Cerjak, M., Markovina, J. & Črep, R. (2010) Psychographic Segmentation of the Zagreb Apple Market. Journal of food products marketing, 16 (3), 293-308 doi:10.1080/10454446.2010.485094.
@article{article, author = {Kova\v{c}i\'{c}, Damir and Cerjak, Marija and Markovina, Jerko and \v{C}rep, Robert}, year = {2010}, pages = {293-308}, DOI = {10.1080/10454446.2010.485094}, keywords = {Psychographic segmentation, Croatia, apple, Zagreb market}, journal = {Journal of food products marketing}, doi = {10.1080/10454446.2010.485094}, volume = {16}, number = {3}, issn = {1045-4446}, title = {Psychographic Segmentation of the Zagreb Apple Market}, keyword = {Psychographic segmentation, Croatia, apple, Zagreb market} }
@article{article, author = {Kova\v{c}i\'{c}, Damir and Cerjak, Marija and Markovina, Jerko and \v{C}rep, Robert}, year = {2010}, pages = {293-308}, DOI = {10.1080/10454446.2010.485094}, keywords = {Psychographic segmentation, Croatia, apple, Zagreb market}, journal = {Journal of food products marketing}, doi = {10.1080/10454446.2010.485094}, volume = {16}, number = {3}, issn = {1045-4446}, title = {Psychographic Segmentation of the Zagreb Apple Market}, keyword = {Psychographic segmentation, Croatia, apple, Zagreb market} }

Časopis indeksira:


  • Web of Science Core Collection (WoSCC)
    • SCI-EXP, SSCI i/ili A&HCI
  • Scopus


Uključenost u ostale bibliografske baze podataka::


  • CAB Abstracts


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