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

Abstract

The paper responds to the ongoing trends in meat consumption in developed countries and fills the gap in empirical studies on consumer segmentation by preferences in the purchase of meat and meat products in the Czech Republic. The paper aims to assess the differences between the consumer segments according to their preferences in purchasing meat and meat products. The data source was a quantitative questionnaire survey conducted among a representative sample of 992 respondents. An exploratory latent class analysis segmented consumers according to the decision-making criteria when buying meat and meat products. The results complete the picture of the meat and meat products market in terms of consumer behaviour and contribute to a better understanding of meat consumption. The segmentation of consumers according to their preferences resulted in three different categories of consumers, which differ in their purchase decision criteria and socio-demographic characteristics. The segments do not differ significantly in terms of occupation status, region, community size or income level of the respondents. The differences between the generations are much more critical, which were evident in the respondents' average age and household composition. Producers and retailers should better target their marketing activities and communication to different segments.

Exploring Purchasing Determinants for a Low Fat Content Salami: Are Consumers Willing to Pay for an Additional Premium?

“…Consumers, overall, prefer packaged over-the-counter pork rather than that purchased from a butcher (Špička and Náglová, 2022). Regarding the satisfaction of the packaging format in dry cured ham, in the study of Mesías et al (2013), just one of the clusters, identified as a traditional consumer, attributed very low importance to this attribute, while for the other two clusters it was the most or the second most important attribute for consumers.…”

Negative Determinants of CSR Support by Generation Z in Central Europe: Gender-Sensitive Impacts of Infodemic in 'COVID-19' Era

“…Studies have confirmed that young consumers are more inclined to support CSR than older consumers (D'Adamo & Lupi, 2021;Djafarova & Foots, 2022). Furthermore, a set of empirical studies from Central Europe has revealed matching generation particularities in various sectors (Špička & Náglová, 2022) and, in particular, that young consumers are autonomous in deciding what they perceive as good or bad CSR and what and how they support it, including CSR bonus payments (MacGregor Pelikánová & Hála, 2021).…”

“…The segmentation of consumers based on their age is highly relevant and illustrative (Špička & Náglová, 2022). Prior studies have established that members of Generation Z who are university students share similar attitudes, perceptions, values and behaviour patterns (Črešnar & Nedelko, 2020) and focus strongly on information, technological and digital issues (Duffett, 2020).…”

Consumer Preferences for Cured Meat Products from the Autochthonous Black Slavonian Pig

“…Nevertheless, consumer attitudes towards fresh meat from the Black Slavonian Pig have not yet been sufficiently studied. Studies show that price, freshness, origin, color, especially for red meat, and fat content are important for consumers when choosing pork, together with quality attributes such as the organoleptic properties of the meat (appearance, tenderness, juiciness, aroma, and taste) and the nutritional quality of the meat [21,22]. Cues can be intrinsic or extrinsic.…”