Segmentation of Czech consumers as for their relationship to organic foods

Kód výsledku v IS VaVaI

<a href="https://www.isvavai.cz/riv?ss=detail&h=RIV%2F27266150%3A_____%2F13%3A%230000155" target="_blank" >RIV/27266150:_____/13:#0000155 - isvavai.cz</a>

Nalezeny alternativní kódy

RIV/01801376:_____/14:N0000002

Výsledek na webu

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DOI - Digital Object Identifier

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Jazyk výsledku

angličtina

Název v původním jazyce

Segmentation of Czech consumers as for their relationship to organic foods

Popis výsledku v původním jazyce

Products of organic agriculture have gained a signifi cant attention among consumers. It creates a visible impact also on the products of conventional agriculture. Th is leads to the necessity to apply target marketing at the food resp. organic food markets. Th e objective of this article is to explore the possible approaches to the process of market segmentation at these consumer markets. Th e data of the Market & Media & Lifestyle were used. Variables of food consumer behaviour and lifestyle were especially selected. Th ree lines of market segmentation were inferred from the basic conceptual approaches: a priori segmentation, post hoc segmentation and forward segmentation. Th e data were analysed in several steps using multidimensional analyses. Th eresults indicate a diff erent marketing potential of the investigated approaches. A priori segmentation seems to be more proper for the purpose of the sales management. A broadly based post hoc segmentation should be useful when the conc

Název v anglickém jazyce

Segmentation of Czech consumers as for their relationship to organic foods

Popis výsledku anglicky

Products of organic agriculture have gained a signifi cant attention among consumers. It creates a visible impact also on the products of conventional agriculture. Th is leads to the necessity to apply target marketing at the food resp. organic food markets. Th e objective of this article is to explore the possible approaches to the process of market segmentation at these consumer markets. Th e data of the Market & Media & Lifestyle were used. Variables of food consumer behaviour and lifestyle were especially selected. Th ree lines of market segmentation were inferred from the basic conceptual approaches: a priori segmentation, post hoc segmentation and forward segmentation. Th e data were analysed in several steps using multidimensional analyses. Th eresults indicate a diff erent marketing potential of the investigated approaches. A priori segmentation seems to be more proper for the purpose of the sales management. A broadly based post hoc segmentation should be useful when the conc

Druh

J_x - Nezařazeno - Článek v odborném periodiku (Jimp, Jsc a Jost)

CEP obor

AE - Řízení, správa a administrativa

OECD FORD obor

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Projekt

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Návaznosti

N - Vyzkumna aktivita podporovana z neverejnych zdroju

Rok uplatnění

2013

Kód důvěrnosti údajů

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

Název periodika

Agricultural Economics

ISSN

0139-570X

e-ISSN

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Svazek periodika

59

Číslo periodika v rámci svazku

8

Stát vydavatele periodika

CZ - Česká republika

Počet stran výsledku

13

Strana od-do

348-360

Kód UT WoS článku

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EID výsledku v databázi Scopus

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