Segmentation of Honey Buyers' Behaviour by Conjoint Analysis

Kód výsledku v 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>

Výsledek na webu

<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>

Jazyk výsledku

angličtina

Název v původním jazyce

Segmentation of Honey Buyers' Behaviour by Conjoint Analysis

Popis výsledku v původním jazyce

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

Název v anglickém jazyce

Segmentation of Honey Buyers' Behaviour by Conjoint Analysis

Popis výsledku anglicky

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

Druh

J_SC - Článek v periodiku v databázi SCOPUS

CEP obor

—

OECD FORD obor

50204 - Business and management

Projekt

—

Návaznosti

S - Specificky vyzkum na vysokych skolach

Rok uplatnění

2017

Kód důvěrnosti údajů

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

Název periodika

Scientia Agriculturae Bohemica

ISSN

1211-3174

e-ISSN

1211-3174

Svazek periodika

48

Číslo periodika v rámci svazku

1

Stát vydavatele periodika

CZ - Česká republika

Počet stran výsledku

8

Strana od-do

55-62

Kód UT WoS článku

—

EID výsledku v databázi Scopus

2-s2.0-85017517767