Naslov
Attitudes as basis for segmenting Croatian fresh fish consumers

Autori
Tomić, Marina ; Kovačićek, Tihana ; Matulić, Daniel

Izvornik
New Medit (1594-5685) 15 (2016), 4; 63-71

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

Ključne riječi
Consumer segments ; fresh fish ; attitudes

Sažetak
This paper identifies and describes consumer segments based on attitudes about fresh fish. The Data was collected on a sample of 1151 fresh fish consumers in Croatia. Three consumer segments were identified: Fresh Fish Lovers (49.3%), Supporters of Eating Fresh Fish (24.5%), and Occasional Consumers of Fresh Fish (26.2%). The segments differ significantly with respect to behaviour and barriers to fresh fish consumption, attitudes towards fresh fish, role of media and food industry and socio- demographic characteristics. The identification of different attitudes and barriers towards fresh fish consumption and socio-demographic features may provide an opportunity for the fish producers to develop marketing strategies that will meet demands of different consumers.

Izvorni jezik
Engleski

Znanstvena područja
Poljoprivreda (agronomija)

POVEZANOST RADA