A Segmentation Study on How Czech Consumers Make Household Food Purchases
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 e...
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| Main Authors: | , |
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| Format: | Article |
| Language: | English |
| Published: |
Editura ASE
2025-05-01
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| Series: | Amfiteatru Economic |
| Subjects: | |
| Online Access: | https://www.amfiteatrueconomic.ro/temp/Article_3423.pdf |
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| Summary: | 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.
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| ISSN: | 1582-9146 2247-9104 |