engleski

The Use of Food-Related Consumer Decision- Making Styles for Market Segmentation: The Case of Croatia

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.

consumer behaviour; consumer decision-making groups; market segmentation

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