MARKET SEGMENTATION IN THE REPUBLIC OF CROATIA ACCORDING TO FOOD-RELATED LIFESTYLE (original) (raw)

Regional Lifestyle Segmentation in the Western Balkans

With this paper the authors aim not only to investigate the lifestyle specifics of the Western Balkan market, but also to define common lifestyle segments for the entire region. The question addressed in this research is whether current political issues and economic differences have led to dissimilar ways of living, or whether cultural similarities have prevailed and lifestyles can be defined accordingly. Based on the research conducted using six underlying factors, three lifestyle clusters are identified. Analysis shows that there are three almost identical lifestyles for Bosnia and Herzegovina, Croatia, Serbia and Slovenia, and they are applicable to the entire region. These findings have significant managerial implications, as potential investors can apply identical marketing strategies to target the approximately 20 million consumers in the region.

Typology of Consumers According to the Declared Consumption of Food Products and Non-Alcoholic Beverages. Polish and Slovakian Case Studies

Agronomy

The aim of the paper is to create a typology of consumers based on the consumption of food products and non-alcoholic beverages for two countries. The research was conducted among non-randomized respondents representing 900 Polish and 300 Slovakian households. The Polish part of the study was carried out in the Silesian and Mazovian provinces. The Slovakian part of the study was carried out in the whole country. To identify four groups of consumers, the paper used the clustering of objects method, especially the Two-Step method: Ward (hierarchical) cluster analysis and non-hierarchical k-means cluster analysis. The authors represent the difference in the results achieved between types of consumers. Poles and Slovakians similarly perceive the financial status of their households and the attention paid to food price when buying it. However, there is a significant difference in food consumption. When eating, Slovaks are influenced more by vegetarian and vegan fashion trends and emotion...

Lifestyle Based Segmentation of Rural Consumers of Central Gujarat: An Empirical Study with Special Reference To Gender And Age

2015

Consumer lifestyle analysis has become popular tool in the case of marketing decision making. The present study attempts to segment rural consumers of Central region of Gujarat on the basis of their perceived lifestyles. Ainstrumentinvolving Activities, Interests, Opinions, Values and Attitudes has been used for the purpose of study. Initially, an effort is made to unearth the perceptions of rural consumers in both the regions, and then the same were factor analyzed so as to form homogenous groups of such consumers which would help marketers to ensure success in market targeting. This study providesgenerous insights to marketing managers in Gujarat with valuable visions for marketing segmentation, value creation, product positioning/re-positioning, and promotional decisions. With change in lifestyle paradigms of rural consumers, it has become significantly important for a marketer to know rural consumer behavior and the dynamics of it. Lifestyle orientation being one of the most rel...

Characteristics of Traditional and Novel Food Consumers Does Tradition Keep Dominance over New Trends in Food Consumption? The Example of Serbia

2012

Consumer quantitative survey is performed on general population 18+ in Serbia at the end of September – begging of October 2010. The instrument used in this survey was a structured questionnaire consisting of several separate sections, including motivation toward food in general (Food Choice Questionnaire FCQ), the specific questions about traditional and functional food and consumer socio-economic and demographic characteristics. The stratified three-staged random representative sample is applied (N=516). Based on reported frequency heavy traditional food consumers, who simultaneously reported lower level of functional food consumption (NT=196) and heavy functional food consumers with lower level of traditional food consumption (NF=60) are identified. A descriptive statistical analysis (parametric and non-parametric) is conducted with the aim to investigate all statistically significant differences between two consumers’ group profiles. The heavy traditional dominate over heavy fun...

Consumer Segmentation in Food Retailing in Croatia: A Latent Class Analysis

Market-Tržište, 2020

Purpose-In order to anticipate satisfaction with a retail store and its offer, it is crucial to consider whether the store fulfils the expectations of different consumer fragments with regard to store attributes. The main goal of this paper was to identify different consumer segments in accordance with their level of satisfaction with various retail store elements and to define the profile of each segment. Design/Methodology/Approach-An empirical study was conducted on 500 Croatian consumers, applying convenience sample through highly structured questionnaire. Using factor analysis, statements were divided into five meaningful dimensions (product assortment, price, store atmosphere, retail store quality and retail service quality). These factors were used as indicators for the latent class analysis. Findings and implications-The findings have indicated an optimal solution of five consumer segments with different level of satisfaction. Each of the identified segments (convenience-oriented, disinterested, assortment-oriented, price-sensitive and grey consumers) is de

Be Understand the Lifestyle Before Making the Marketing Strategies (Survey of People Who are Prefer on Local Brand

Although many lifestyle studies have revealed AIO (Activity, Interest and Opinion) and relate it to psychological factors, the results are still in condition, and this means that no single model can be generalized to different objects and settings. This study aims to explore lifestyle segmentation based on AIO and relate it to demographic factors on different objects and settings, namely traditional foods market in Indonesia. The sample consists of 140 people who prefer to traditional food in Surakarta-Indonesia. Furthermore, the data were analyzed by using hierarchical clusters in an attempt to explain the profile of the segmentation formed. The results indicate that there are five segments formed, namely (1) Active Family Values, (2) Educated Liberals, (3) Conservative Quiet Lifers, (4) Success Driven Extroverts, (5) Social Strivers. Moreover this findings can be used by marketers in considering their strategies related to segment target appropriately.

Gender, age and education differences in food consumption within a region: Case studies of Belgrade and Novi Sad (Serbia)

Acta geographica Slovenica, 2019

Nowadays, each tourist visits a region for certain reasons, a different type of tourism, but besides the main motives, food and beverages are an inevitable attraction. Some tourists' characteristics, such as gender, age and education of tourists, contribute significantly to food and beverages consumption. The authors recognized the importance of gender, age, and education in analyzing food and beverage consumption as an important component of tourist products. The study makes a significant conceptual contribution towards the spatial/economic development for those who are seeking to integrate local food and beverage into the tourist product.

Food preference based segments in Russia

Food Quality and Preference, 2010

The health situation of Russian consumers is alarming. Food consumption patterns are one of the main reasons for poor health among Russians. Although there have been studies about the relationship between poverty, food consumption and health, research on preferences among Russian consumers is lacking even though preferences have a strong influence on food choices and thereby (un)healthy consumption patterns. A survey of 1,081 Russian consumers in four cities was conducted. The purpose of this paper was to identify segments among Russian consumers according to their food preferences. Five segments were identified, with different preference patterns for the following chosen food groups: fish lovers, fish haters, various food lovers, food indifferent and red meat lovers. The segments were profiled by means of food consumption, food choice motives, attitudinal variables and socio-demographic variables. The implications for health authorities are discussed.