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Market segmentation of cheese consumers: an approach using consumer's attitudes, purchase behaviour and sociodemographic variables
Author(s) -
Mesías Francisco J,
Escribano Miguel,
Rodríguez De Ledesma Antonio,
Pulido Francisco
Publication year - 2003
Publication title -
international journal of dairy technology
Language(s) - English
Resource type - Journals
SCImago Journal Rank - 1.061
H-Index - 53
eISSN - 1471-0307
pISSN - 1364-727X
DOI - 10.1046/j.1471-0307.2003.00092.x
Subject(s) - market segmentation , homogeneous , consumption (sociology) , marketing , product (mathematics) , business , segmentation , product category , work (physics) , advertising , mathematics , computer science , mechanical engineering , social science , geometry , combinatorics , artificial intelligence , sociology , engineering
Market segmentation, as a technique to split a market up into segments in which consumers are as homogeneous as possible, is of great importance for companies, as it allows objective markets to be chosen for the application of differentiated marketing policies. The aim of the present work is the segmentation of the cheese market in Extremadura (SW Spain), using cluster analysis. The data are taken from a survey of cheese consumers in Extremadura; the items of the survey are related to their cheese consumption habits, and their attitudes and preferences with respect to this product. The analysis distinguished four homogeneous consumer groups with respect to several sociodemographic and consumption behaviour variables that are of great interest for subsequent market interventions.