MARKET SEGMENTATION IN THE REPUBLIC OF CROATIA ACCORDING TO FOOD-RELATED LIFESTYLE
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Abstract
The main objective of this paper is to investigate the specificities of food-related lifestyle segmentation in Croatia. Specifically our purposes are: 1. To see what segments can be distinguished on the basis of food-related lifestyles ; 2.To compare the attributes of the distinguished segments ; and 3.To identify the specific socio-demographic features of the subtracted segments. A survey was conducted in 2006 on a sample of 902 consumers. Households were selected using random zone sampling in the fi ve largest cities in Croatia. In this study, use was made of the cross-culturally validated instrument developed by Brunso and Grunert (FRL ; Brunso and Grunert, 1995 ; 1998) with 69 questions on ways of shopping, cooking methods, quality aspects, consumption situations, and purchasing motives. Segmentation was done by using cluster analysis (joining-tree clustering procedure). Five distinct food-related lifestyle segments were identified: Relaxed, Traditionalists, Modern, Concerned Nutritionists, and Experimentalists. The sociodemographic features of the distinguished segments are described in the paper.