Consumer segmentation in the German meat market: purchasing habits

Abstract

Only considering consumers’ store format choice seldom provides sufficient information on their choice of the actual point of purchase for meat: self-service counter or service counter. For retailers, however, it is of crucial importance to know how meat shoppers differ in their store format choice, preferred type of meat packaging and how these differences can be explained. This paper investigates how attitudes and sociodemographics influence consumer segmentation regarding store format choice and preferred meat packaging type in the German meat market. 667 consumers were segmented based on their purchasing frequency, store format choice, and preferred type of meat packaging using cluster analysis. Then, an exploratory factor analysis examined attitudinal factors. Finally, the factors and respondents’ sociodemographics were regressed onto the consumer clusters using multinomial logistic regression. The application of appropriately adapted marketing strategies can help increase patronage in the segments.

A segmentation of fresh meat shoppers based on revealed preferences

“…Second, poultry lovers who most likely have an affinity for health considering their low fresh meat purchase level and their preferences for poultry meat mainly and foremost shopped in discount markets. This should be examined in the course of further research and was not to be expected as Pirsich et al (2020) described “discounter buyers” as not very quality‐oriented and studies so far portrayed the image of young females as environmentally conscious consumers (Sanchez‐Sabate & Sabaté, 2019), but completely missed considering their financial standing.…”

Consumer segmentation in the meat market - The case study of Czech Republic

“…Consumers in segment 1 want to enjoy meat and meat products at a reasonable price, typical for men, singles and two-person households without children (Table 7). Discounter buyers buy almost exclusively self-service counter meat and pay less attention to quality as their focus is most probably on price (Pirsich et al 2020). Given the demand for a good price, consumers in segment 1 are more likely than other segments to opt for pork.…”