A SEGMENTATION STUDY ON HOW CZECH CONSUMERS MAKE HOUSEHOLD FOOD PURCHASES

Kód výsledku v IS VaVaI

<a href="https://www.isvavai.cz/riv?ss=detail&h=RIV%2F61989100%3A27510%2F25%3A10257815" target="_blank" >RIV/61989100:27510/25:10257815 - isvavai.cz</a>

Výsledek na webu

<a href="https://www.amfiteatrueconomic.ro/temp/Article_3423.pdf" target="_blank" >https://www.amfiteatrueconomic.ro/temp/Article_3423.pdf</a>

DOI - Digital Object Identifier

<a href="http://dx.doi.org/10.24818/EA/2025/69/555" target="_blank" >10.24818/EA/2025/69/555</a>

Jazyk výsledku

angličtina

Název v původním jazyce

A SEGMENTATION STUDY ON HOW CZECH CONSUMERS MAKE HOUSEHOLD FOOD PURCHASES

Popis výsledku v původním jazyce

Understanding consumer behaviour is crucial for companies operating in the food products market, which has undergone numerous changes in recent years. Consumer typology plays a vital role in the development of effective marketing strategies and in catering to diverse consumer needs. The article explores the topic of consumer behaviour in the Czech Republic when making household food purchases. It aimed to develop a consumer typology in the Czech food products market and identify differences between segments based on sociodemographic characteristics, purchasing behaviour and attitudes, including responses to current trends such as price increases and new retail technologies. Quantitative research was conducted on a representative sample of 352 respondents. Using principal component analysis and cluster analysis, five clusters were profiled, namely, the disinterested consumers, the thrifty consumers, the prepared consumers, the modern consumers, and the busy consumers. The study demonstrated how segments differ and which components primarily influence consumers in particular segments. Classifying Czech consumers based on preferences and attitudes is more valuable than traditional segmentation based on sociodemographic characteristics. It can be more useful in setting marketing targets.

Název v anglickém jazyce

A SEGMENTATION STUDY ON HOW CZECH CONSUMERS MAKE HOUSEHOLD FOOD PURCHASES

Popis výsledku anglicky

Understanding consumer behaviour is crucial for companies operating in the food products market, which has undergone numerous changes in recent years. Consumer typology plays a vital role in the development of effective marketing strategies and in catering to diverse consumer needs. The article explores the topic of consumer behaviour in the Czech Republic when making household food purchases. It aimed to develop a consumer typology in the Czech food products market and identify differences between segments based on sociodemographic characteristics, purchasing behaviour and attitudes, including responses to current trends such as price increases and new retail technologies. Quantitative research was conducted on a representative sample of 352 respondents. Using principal component analysis and cluster analysis, five clusters were profiled, namely, the disinterested consumers, the thrifty consumers, the prepared consumers, the modern consumers, and the busy consumers. The study demonstrated how segments differ and which components primarily influence consumers in particular segments. Classifying Czech consumers based on preferences and attitudes is more valuable than traditional segmentation based on sociodemographic characteristics. It can be more useful in setting marketing targets.

Druh

J_imp - Článek v periodiku v databázi Web of Science

CEP obor

—

OECD FORD obor

50204 - Business and management

Projekt

—

Návaznosti

S - Specificky vyzkum na vysokych skolach

Rok uplatnění

2025

Kód důvěrnosti údajů

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

Název periodika

Amfiteatru Economic

ISSN

1582-9146

e-ISSN

2247-9104

Svazek periodika

27

Číslo periodika v rámci svazku

69

Stát vydavatele periodika

RO - Rumunsko

Počet stran výsledku

16

Strana od-do

555-570

Kód UT WoS článku

001500039000017

EID výsledku v databázi Scopus

2-s2.0-105008771266