Segmentation of Honey Buyers' Behaviour by Conjoint Analysis

Result code in IS VaVaI
<a href="https://www.isvavai.cz/riv?ss=detail&h=RIV%2F60460709%3A41110%2F17%3A71117" target="_blank" >RIV/60460709:41110/17:71117 - isvavai.cz</a>
Result on the web
<a href="http://dx.doi.org/10.1515/sab-2017-0008" target="_blank" >http://dx.doi.org/10.1515/sab-2017-0008</a>
DOI - Digital Object Identifier
<a href="http://dx.doi.org/10.1515/sab-2017-0008" target="_blank" >10.1515/sab-2017-0008</a>

Result language
angličtina
Original language name
Segmentation of Honey Buyers' Behaviour by Conjoint Analysis
Original language description
A marketing analysis of Czech consumers behaviour when buying honey is discussed from the viewpoint of price, origin, honey type, crystallized sugar, and organic quality aspect. The surveyed target groups of honey consumers, who are examined also with respect to their education level, are from Prague and the Central Bohemian Region. The original premise of this research was the hypothesis that, when buying honey, customers focus primarily on its price and type. This hypothesis was verified by conjoint analysis. The results have shown that consumers are interested primarily in the price and origin of honey. An important parameter for buying honey is its (non)crystallization. Although it does not affect objective quality parameters of honey, it affects the consumers subjective perception of honey quality during purchase. Two clusters of honey consumers emerged through cluster analysis the first cluster focussing on the origin, type, and price/sugar crystallization of honey, and the second interested in
Czech name
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Czech description
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Type
J<sub>SC</sub> - Article in a specialist periodical, which is included in the SCOPUS database
CEP classification
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OECD FORD branch
50204 - Business and management

Publication year
2017
Confidentiality
S - Úplné a pravdivé údaje o projektu nepodléhají ochraně podle zvláštních právních předpisů

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