Pregled bibliografske jedinice broj: 474481
Psychographic Segmentation of the Zagreb Apple Market
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
Citiraj ovu publikaciju:
Časopis indeksira:
- Web of Science Core Collection (WoSCC)
- SCI-EXP, SSCI i/ili A&HCI
- Scopus
Uključenost u ostale bibliografske baze podataka::
- CAB Abstracts