Market segmentation in the Republic of Croatia according to food-related lifestyle

The main objective of this paper is to investigate the specificities of food-related lifestyle segmentation in Croatia. Specifically our purposes are: 1. To see what segments can be distinguished on the basis of food-related lifestyles; 2.To compare the attributes of the distinguished segments; and 3.To identify the specific socio-demographic features of the subtracted segments. A survey was conducted in 2006 on a sample of 902 consumers. Households were selected using random zone sampling in the five largest cities in Croatia. In this study, use was made of the cross-culturally validated instrument developed by Brunsø and Grunert (FRL; Brunsø and Grunert, 1995; 1998) with 69 questions on ways of shopping, cooking methods, quality aspects, consumption situations, and purchasing motives. Segmentation was done by using cluster analysis (joining-tree clustering procedure). Five distinct food-related lifestyle segments were identified: Relaxed, Traditionalists, Modern, Concerned Nutritionists, and Experimentalists. The socio-demographic features of the distinguished segments are described in the paper. Reprinted by permission of the Croatian Economics Association