Naslov
Exploring Consumers’ Food-Related Decision-Making Style Groups and their Shopping Behaviour

Autori
Anić, Ivan-Damir ; Rajh, Edo ; Piri Rajh, Sunčana

Izvornik
Ekonomska istraživanja (1331-677X) 28 (2015), 1; 63-74

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

Ključne riječi
food shopping behaviour; consumers’ decision-making styles; market segmentation

Sažetak
The purpose of this research is to develop consumer typology, classify consumers by using food-related decision-making styles and link the resulting typology with consumer shopping behaviour. Modified Sproles & Kendall’s (1986) CSI instrument was used to identify decision-making styles in food-product context in Croatia. The data obtained from survey was analysed using factor, cluster and ANOVA analyses. Three groups of consumers were identified: Recreational, Novelty-driven and Economic consumers. The study confirms that food-related consumers’ decision-making styles can be used for market segmentation. Significant differences among groups were found for monthly food expenditures, expenditures at main retailer and expenditures on major trips. Marketers should take into account the characteristics of the identified groups while developing marketing programs.

Izvorni jezik
Engleski

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