Pregled bibliografske jedinice broj: 718368
The Use of Food-Related Consumer Decision- Making Styles for Market Segmentation: The Case of Croatia
The Use of Food-Related Consumer Decision- Making Styles for Market Segmentation: The Case of Croatia // 5th EMAC Regional Conference: Marketing Theory Challenges in Emerging Markets / Szymura-Tyc, Maja (ur.).
Katovice: University of Economics in Katowice, 2014. str. 29-29 (predavanje, međunarodna recenzija, sažetak, znanstveni)
CROSBI ID: 718368 Za ispravke kontaktirajte CROSBI podršku putem web obrasca
Naslov
The Use of Food-Related Consumer Decision- Making Styles for Market Segmentation: The Case of Croatia
Autori
Piri Rajh, Sunčana ; Anić, Ivan-Damir ; Rajh, Edo
Vrsta, podvrsta i kategorija rada
Sažeci sa skupova, sažetak, znanstveni
Izvornik
5th EMAC Regional Conference: Marketing Theory Challenges in Emerging Markets
/ Szymura-Tyc, Maja - Katovice : University of Economics in Katowice, 2014, 29-29
Skup
5th EMAC Regional Conference
Mjesto i datum
Katowice, Poljska, 24.09.2014. - 26.09.2014
Vrsta sudjelovanja
Predavanje
Vrsta recenzije
Međunarodna recenzija
Ključne riječi
consumer behaviour; consumer decision-making groups; market segmentation
Sažetak
The purpose of this research is to examine the existence of food-related CDMS groups by using modified Sproles and Kendall’s (1986) CSI instrument in food-product environment. The empirical analysis is based on data obtained from consumer survey. The data were analysed using factor analysis, Cronbach alpha coefficients and k-means cluster analysis. Research results confirmed eight-factor model, and three food-related CDMS were identified: Recreational consumers, Novelty-driven consumers, and Economic consumers. Marketing strategies should be tailored to the specific characteristics of those consumer groups.
Izvorni jezik
Engleski
Znanstvena područja
Ekonomija
POVEZANOST RADA
Ustanove:
Ekonomski institut, Zagreb,
Ekonomski fakultet, Zagreb
