Specificities of Food Market Segmentation
Specifičnosti segmentacije tržišta prehrambenih proizvoda
Abstract
In numerous researches of food consumers’ profile different bases and descriptors of market segments are being used, what is one of the reasons of contradictory results of different marketing researches of food consumers’ profile. Attempts to research food consumers’ behavior and to find adequate basis for food market segmentation led to creation of Total food quality model and food-related lifestyle market segmentation. Тhere are horisontal (refering to time and quality evaluation before and after purchase) and vertical (refering to relationship between cues, quality dimensions and purchase motives) dimensions of Total food quality model. The model identifies determinants motivating consumers to buy one product rather than the other, through 4 dimensions of quality: taste, health, convenience and characteristics of production process. While these quality dimensions are universal, consumers differ regarding giving them relative importance, regarding the way dimensions are inferred from available cues, the way they shop and are exposed to various kinds of quality cues, the way they prepare and eat meals and in that manner experiencing quality during consumption, as well as regarding motives driving the food choice and quality perception – i.e. regarding food-related lifestyle. This paper also presents food-related lifestyle market segmentation instrument and describes common market segments from its application in different countries.
Apstrakt
Brojna marketing istraživanja profila potrošača prehrambenih proizvoda koriste različite osnove i deskriptore tržišnih segmenata što je, između ostalog, razlog izrazite neusaglašenosti njihovih rezultata. U okviru nastojanja da se istraži ponašanje potrošača prehrambenih proizvoda i izaberu adekvatne osnove za segmentaciju tržišta tih proizvoda nastaju Model totalnog kvaliteta hrane i segmentacija tržišta zasnovana na stilu života u vezi sa ishranom. Navedeni model se sastoji iz dve dimenzije: horizontalne (koja se odnosi na vreme i procenu kvaliteta pre i posle kupovine) i vertikalne (koja se odnosi na veze između oznake kvaliteta, njegovih dimenzija i kupovnih motiva). Model identifikuje determinante koje motivišu potrošače da radije kupuju jedan u odnosu na drugi proizvod kroz 4 dimenzije kvaliteta: ukus, zdravlje, ugodnost i karakteristike proizvodnog procesa. Potrošači se međusobno razlikuju po tome kakav relativan značaj daju ovim dimenzijama i kako zaključuju o njima iz raspoloživih oznaka kvaliteta; kako kupuju tj. kako su izloženi pojedinim oznakama kvaliteta; kakve su im navike vezane za pripremu i konzumiranje obroka tj. kako stiču iskustvo o kvalitetu tokom konzumacije; kao i na osnovu toga koji motivi ih pokreću pri izboru hrane i na osnovu percepcije kvaliteta tj. na osnovu stila života u vezi sa ishranom. U ovom radu je, takođe, predstavljen instrument segmentacije tržišta zasnovane na stilu života i navikama u vezi sa ishranom i opisana je primena ovog instrumenta u različitim zemljama.
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