Analysis of Consumer Attitudes as an Important Tool for the Segmentation and Development of the Game Market in the Czech Republic

Result code in IS VaVaI

<a href="https://www.isvavai.cz/riv?ss=detail&h=RIV%2F60460709%3A41320%2F23%3A97052" target="_blank" >RIV/60460709:41320/23:97052 - isvavai.cz</a>

Result on the web

<a href="http://dx.doi.org/10.3390/f14030450" target="_blank" >http://dx.doi.org/10.3390/f14030450</a>

DOI - Digital Object Identifier

<a href="http://dx.doi.org/10.3390/f14030450" target="_blank" >10.3390/f14030450</a>

Result language

angličtina

Original language name

Analysis of Consumer Attitudes as an Important Tool for the Segmentation and Development of the Game Market in the Czech Republic

Original language description

The demand for the multipurpose use of forestry accentuates the development of non-timber forest products and services and the search for other sources of financial benefits for forest owners and users. One of the essential market items of non-timber forest production is game production, a very high-quality local food source. Currently, in the Czech Republic, as well as in neighbouring countries, the amount of game being offered is increasing, while the purchase prices of game have stagnated at very low levels for a long time, despite the fact that consumer prices of meat have generally increased. A prerequisite for the development of the market for game products and the effective use of marketing tools is the analysis of important factors influencing the consumer demand for game. Therefore, the possible limiting factors on the customer side, the removal of which can change the demand for game meat and increase the consumption of game production, were investigated. Igor Ansoff's approach is used to analyse growth opportunities in the game market from the point of view of marketing strategies. The preconditions for using Porter's STP process to design a pull strategy on the consumer market are verified. Based on the Parfitt-Collins model, the research mainly focuses on a sample of active consumers who are a subgroup of a representative panel of 1000 respondents. The demographic characteristics and buying behaviour of the subgroup of 523 active consumers who regularly consume game meat were analysed. Significant factors and potential segmentation criteria were identified. On the basis of these research results, the article discusses, in detail, the marketing aspects related to the development of the game market, and marketing procedures are also proposed that can significantly support consumer demand in the game market using a mix of marketing tools. The increased demand for game meat will help to reduce the overpopulation of cloven-hoofed game in the forests of the Czech Republic, which will positively impact the reduction of animal damage to the forest environment, especially in areas newly forested after the bark beetle calamity.

Czech name

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Czech description

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Type

J_imp - Article in a specialist periodical, which is included in the Web of Science database

CEP classification

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OECD FORD branch

40102 - Forestry

Project

—

Continuities

S - Specificky vyzkum na vysokych skolach

Publication year

2023

Confidentiality

S - Úplné a pravdivé údaje o projektu nepodléhají ochraně podle zvláštních právních předpisů

Name of the periodical

FORESTS

ISSN

1999-4907

e-ISSN

1999-4907

Volume of the periodical

14

Issue of the periodical within the volume

3

Country of publishing house

CZ - CZECH REPUBLIC

Number of pages

17

Pages from-to

1-17

UT code for WoS article

000956185300001

EID of the result in the Scopus database

2-s2.0-85151730523