Determining the number and characteristics of rakija market segments based on consumer purchasing behaviour
Utvrđivanje broja i karakteristika segmenata na tržištu rakije na osnovu kupovnog ponašanja potrošača
Abstract
The goal of this study is to identify the number of segments in the Serbian rakija market based on consumer buying behavior and purchasing power analysis across segments. A sample of 395 individuals who consumed rakija (n=395) was selected randomly. Two research scales were employed to examine consumer attitudes regarding the purchase of rakija. The validity of the scales was evaluated through reliability analysis and factor analysis. Furthermore, a twostep hierarchical cluster analysis utilizing Ward’s method was carried out to identify the segments. Finally, the purchasing power of each segment was assessed through a standard multiple regression analysis using SPSS, followed by a path analysis conducted in AMOS. The authors identified three segments. The “traditionalist” segment consists of consumers who prefer older, familiar Serbian fruit rakija. The “modernist” segment prefers innovative options with contemporary packaging. The “price-limited” segment prioritizes affordable rakija. This study reveals that Serbs buy rakija, their strong national alcoholic drink, primarily for special reasons and as gifts, not for everyday consump-tion. This is the first study on rakija market segmentation based on consumer behavior analysis, which is also the biggest contribution of this research.
Apstrakt
Cilj ovog istraživanja je identifikovanje broja segmenata na tržištu rakije u Srbiji na osnovu kupovnog ponašanja potrošača i analize kupovne moći unutar tih segmenata. Nasumično je odabran uzorak od 395 osoba koje su konzumirale rakiju (n=395). Korišćene su dve istraživačke skale za ispitivanje stavova potrošača u vezi sa kupovinom rakije. Validnost skala je ocenjena analizom pouzdanosti i faktorskom analizom. Nadalje, izvršena je dvostepena hijerarhijska klaster analiza koristeći Vordov metod kako bi se identifikovali segmenti. Konačno, kupovna moć svakog segmenta ocenjena je putem standardne višestruke analize regresije korišćenjem SPSS-a, nakon čega je izvršena analiza puta u programu AMOS. Autori su identifikovali tri segmen ta. Segment “tradicionalisti” sastoji se od potrošača koji preferiraju starije, poznate srpske voćne rakije. Segment “modernisti” preferiraju inovativne opcije sa savremenim pakovanjem. Segment “limitiranih cenom” prioritizuje jeftinu rakiju. Ova studija oktriva da Srbi kupuju rakiju, svoje jako nacionalno alkoholno piće, prvenstveno za specijalne prilike i kao poklon, a ne za svakodnevnu potrošnju. Ovo je prva studija o segmentaciji tržišta rakije na osnovu analize ponašanja potrošača, što je ujedno i najveći doprinos ovog istraživanja.
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