Naslov
Market segmentation in the Republic of Croatia according to food-related lifestyle

Autori
Kesić, Tanja ; Piri Rajh, Sunčana ; Kesić, Helena

Izvornik
Ekonomski pregled : mjesečnik Hrvatskog društva ekonomista Zagreb (0424-7558) 59 (2008), 9-10; 503-522

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

Ključne riječi
food-related lifestyle ; market segmentation ; consumer behavior

Sažetak
The main objective of this paper is to investigate the specificities of food-related lifestyle segmentation in Croatia. Specifically our purposes are: 1. To see what segments can be distinguished on the basis of food-related lifestyles ; 2.To compare the attributes of the distinguished segments ; and 3.To identify the specific socio-demographic features of the subtracted segments. A survey was conducted in 2006 on a sample of 902 consumers. Households were selected using random zone sampling in the fi ve largest cities in Croatia. In this study, use was made of the cross-culturally validated instrument developed by Brunsø and Grunert (FRL ; Brunsø and Grunert, 1995 ; 1998) with 69 questions on ways of shopping, cooking methods, quality aspects, consumption situations, and purchasing motives. Segmentation was done by using cluster analysis (joining-tree clustering procedure). Five distinct food-related lifestyle segments were identified: Relaxed, Traditionalists, Modern, Concerned Nutritionists, and Experimentalists. The sociodemographic features of the distinguished segments are described in the paper.

Izvorni jezik
Engleski

Znanstvena područja
Ekonomija

POVEZANOST RADA