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Erschienen in:
2015 | OriginalPaper | Buchkapitel
The Food-Related Lifestyles of Croatian Families
verfasst von : Tanja Kesić, Tihomir Vranešević, Ðurdana Ozretić Došen
Erschienen in: Global Perspectives in Marketing for the 21st Century
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This paper explores the existence of different food-related lifestyle segments in the Republic of Croatia. Using international instruments and a cluster analysis, we found five different segments which differ in buying motives, quality aspects of the food, buying decisions, cooking methods and consumption situations. They also differ in sociodemographic characteristics. We called these segments, making up the following percentage of the population: Relaxed - 10%, Traditionalists - 20%, Modern - 29%, Concerned -12% and Hedonists 32%. We expect these segments to change in the future in size and in the characteristics of behavior concerning a food-related lifestyles.