Naslov
Segmentation of city market customers in Croatia - towards a marketing strategy for fruit and vegetable markets

Autori
Kovačić, Damir ; Radman, Marija ; Haas, Rainer

Izvornik
Die Bodenkultur (0006-5471) 53 (2002), 4; 207-216

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

Ključne riječi
Croatia; city markets; fruit and vegetable; consumer segmentation; target marketing

Sažetak
Better knowing of consumer is a presumption for preparing the efficacious marketing concept. This article focuses on the preferences, requests, habits and attitudes of the consumers, which are buying fruit and vegetable on city markets in Croatia. The main goal of this study is identification and description of the different market segments based on the relevant buying characteristics of the consumers, their psychological, geographic and socio-demographic characteristics. The results are based on a survey that was made in June 2000 on city markets in Zagreb, Rijeka, Split and Osijek. 93% of the consumers buy fruit and vegetables on city markets. The consumer are mostly satisfied with the fruit and vegetable choice, and unsatisfied with the price/quality ratio on the city markets. Four consumer segments were identified, based on their psychological characteristics. In order to describe these segments we detected differences between these segments according to the geographic, socio-demographic and buying characteristics of the consumers. The results of this research could be starting point for the domestic producers to define a marketing strategy for fruit and vegetables on city markets or in any other distribution channel.

Izvorni jezik
Engleski

Znanstvena područja
Poljoprivreda (agronomija), Ekonomija

POVEZANOST RADA