SEGMENTATION OF CZECH CONSUMERS AS FOR THEIR RELATIONSHIP TO ORGANIC FOODS

Result code in IS VaVaI
<a href="https://www.isvavai.cz/riv?ss=detail&h=RIV%2F27266150%3A_____%2F13%3A%230000084" target="_blank" >RIV/27266150:_____/13:#0000084 - isvavai.cz</a>
Result on the web
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DOI - Digital Object Identifier
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Result language
angličtina
Original language name
SEGMENTATION OF CZECH CONSUMERS AS FOR THEIR RELATIONSHIP TO ORGANIC FOODS
Original language description
Products of ecological agriculture have gained significant attention among consumers . It creates visible impact also on products of conventional agriculture. This leads to necessity to apply target marketing at food resp. organic food markets. The objective of this article is to explore possible approaches to the process of market segmentation at these consumer markets. The data of Market& Media& Lifestyle were used. Variables of food consumer behaviour and lifestyle were especially selected. Three lines of market segmentation were inferred from the basic conceptual approaches: a priori segmentation, post hoc segmentation and forward segmentation. The data were analyzed in several steps using multidimensional analyses. The results indicate different marketing potential of the investigated approaches. A priori segmentation seems to be more proper for orientation of sales management. Broadly based post hoc segmentation should be useful when the concept of marketing communication is to b
Czech name
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Czech description
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Publication year
2013
Confidentiality
S - Úplné a pravdivé údaje o projektu nepodléhají ochraně podle zvláštních právních předpisů

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