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Pregled bibliografske jedinice broj: 474481

Časopis

Autori: Kovačić, Damir; Cerjak, Marija; Markovina, Jerko; Črep, Robert
Naslov: Psychographic Segmentation of the Zagreb Apple Market
Izvornik: Journal of food products marketing (1045-4446) 16 (2010), 3; 293-308
Vrsta rada: članak
Ključne riječi: Psychographic segmentation ; Croatia ; apple ; Zagreb market
Sažetak:
The objective of this article is to identify market segments based on psychological traits of consumers in the area of Croatia's capital, Zagreb. In February 2006, a face-to-face survey was conducted on a sample of 426 apple buyers in three Zagreb supermarkets. Buying behaviour, attitudes toward apples, the importance of apple attributes, and the importance of information in buying apples were examined. Data obtained from the survey were analyzed with univariate analyses, Chi-square test, ANOVA, cluster and factor analyses. In the Zagreb market for apples, three market segments were identified: heavy consumers, practical consumers, and indifferent consumers. These segments are different in their buying behaviour, importance of apple attributes, and sociodemographic characteristics. Marketing recommendations are given taking into account the specifics of each segment. Segments of heavy and practical consumers should be the target of marketing activities since they are the consumer groups with the biggest potential for further growth of consumption.
Projekt / tema: 178-0581846-0258
Izvorni jezik: ENG
Rad je indeksiran u
bazama podataka:
Scopus
SCI-EXP, SSCI i/ili A&HCI
Kategorija: Znanstveni
Znanstvena područja:
Poljoprivreda (agronomija),Ekonomija,Psihologija
URL Internet adrese: http://www.tandfonline.com/doi/full/10.1080/10454446.2010.485094
http://dx.doi.org/10.1080/10454446.2010.485094
Broj citata:
Altmetric:
DOI: 10.1080/10454446.2010.485094
URL cjelovitog teksta:
Google Scholar: Psychographic Segmentation of the Zagreb Apple Market
Upisao u CROSBI: jmarkovina@agr.hr (jmarkovina@agr.hr), 25. Lip. 2010. u 00:16 sati



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