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

Identifikátory výsledku

  • Kód výsledku v 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>

  • Výsledek na webu

    <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>

Alternativní jazyky

  • Jazyk výsledku

    angličtina

  • Název v původním jazyce

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

  • Popis výsledku v původním jazyce

    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.

  • Název v anglickém jazyce

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

  • Popis výsledku anglicky

    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.

Klasifikace

  • Druh

    J<sub>imp</sub> - Článek v periodiku v databázi Web of Science

  • CEP obor

  • OECD FORD obor

    40102 - Forestry

Návaznosti výsledku

  • Projekt

  • Návaznosti

    S - Specificky vyzkum na vysokych skolach

Ostatní

  • Rok uplatnění

    2023

  • Kód důvěrnosti údajů

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

Údaje specifické pro druh výsledku

  • Název periodika

    FORESTS

  • ISSN

    1999-4907

  • e-ISSN

    1999-4907

  • Svazek periodika

    14

  • Číslo periodika v rámci svazku

    3

  • Stát vydavatele periodika

    CZ - Česká republika

  • Počet stran výsledku

    17

  • Strana od-do

    1-17

  • Kód UT WoS článku

    000956185300001

  • EID výsledku v databázi Scopus

    2-s2.0-85151730523