Segmentation of Honey Buyers’ Behaviour by Conjoint Analysis

Šánová, Petra; Svobodová, Jaroslava; Hrubcová, B.; Šeráková, Petra

doi:10.1515/sab-2017-0008

Cited by 19 publications

(12 citation statements)

References 28 publications

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“…In line with other research (Alibabić et al, 2017;Šánová et al, 2017), the present work reveals clustering is a useful methodology for defining different honey types, consumer segments and for bringing about some nuances in preferences.…”

Section: Discussionsupporting

confidence: 90%

Honey: food or medicine? A comparative study between Slovakia and Romania

Šedík

Pocol

Horská

et al. 2019

BFJ

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Purpose The purpose of this paper is to investigate different profiles of honey consumers in Slovakia and Romania by using a segmentation approach, thus supporting honey producers from both countries and promoting the consumption of honey for both food and health benefits. Design/methodology/approach A paper and online survey was conducted in two representative regions of Slovakia (n=2,138) and Romania (n=1,100), between November 2017 and February 2018. By carrying out a two-step cluster analysis, several segments of honey consumers based on consumption patterns, demographic profile, purchasing behaviour and honey preferences were defined. Findings In both countries, honey is mostly consumed as food product and medicine and the majority of consumers think honey has healing effects. Based on the data, the authors identified similar segments in Slovakia and Romania, in terms of frequency and annual consumption (“maniacs” or “loyal consumers”, “regular consumers”, “occasional consumers” or “sporadic consumers” and “irregular consumers”), but, at the same time, those segments are different in terms of the way in which honey is consumed (multipurpose or direct consumption, spreads, beverages and ingredients for cooking). Originality/value The findings provide honey producers–beekeepers a wider information base, which can increase effectiveness of price, distribution and marketing communication strategies. Furthermore, knowledge from results will allow producers to specialise and place the production by designing different marketing strategies in different segments.

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Section: Discussionsupporting

confidence: 90%

Honey: food or medicine? A comparative study between Slovakia and Romania

Šedík

Pocol

Horská

et al. 2019

BFJ

View full text Add to dashboard Cite

show abstract

“…In more depth, according to previous studies [20,23], consumers are interested primarily in the price and origin of honey, while the color affects consumers' subjective perception of honey quality during purchase. Similarly, Murphy and colleagues [48], by interviewing Irish consumers, showed that price, color and origin of products were quality attributes strongly affecting consumers' choice.…”

Section: Consumption Of Honey: Theoretical Frameworkmentioning

confidence: 99%

“…The increasing importance of honey among the agri-food products has evoked in the last years the interest of several researchers, who analyze the most important factors influencing consumers' behavior [20][21][22][23]. However, few studies have analyzed the effect of therapeutic properties on consumption behavior [24,25].…”

Section: Introductionmentioning

confidence: 99%

Quality Determinants and Effect of Therapeutic Properties in Honey Consumption. An Exploratory Study on Italian Consumers

et al. 2019

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Nowadays, more and more consumers show a growing interest in healthy food products that may help to maintain or improve human health, such as honey. Honey has always represented a fundamental component of traditional medicine in many world cultures. However, only thanks to several studies carried out in the last years, its use is considered as an alternative and complementary medicine, namely apitherapy. In this way, honey is recognized increasingly by consumers not only as a natural alternative to refined sugar but as healthy food, as shown by determining an increase of its consumption worldwide. This study aims to explore the consumers’ determinants of honey consumption, trying to understand whether, and how much, therapeutic properties of honey affect the Italian consumers’ choices. The findings of this study, although exploratory, provide information on which quality characteristics influence honey consumption in Italy, revealing that, among quality attributes, the therapeutic properties of honey play an important role in affecting consumers’ behavior, followed by income, variety and taste. This could have some implications for producers and marketers as this information could contribute to defining effective marketing strategies for communicating to consumers the quality attributes of honey and its therapeutic benefits.

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“…In particular, respondents were asked to express if they consumed eucalyptus honey in the past and if they pay attention to honey price in the choice process [9]. Moreover, consumers were asked to express their interest toward some quality attributes of eucalyptus honey (such as color, taste, variety, viscosity, therapeutic properties, brand, organic certification, geographical indication, and Italian origin) [9,13,33].…”

Section: The Questionnairementioning

confidence: 99%

“…The increasing importance of honey among foods has pushed several researchers to study the factors influencing consumer behavior [9,[13][14][15][16]. In fact, honey is popular among consumers for its various nutritional aspects [17].…”

Section: Introductionmentioning

confidence: 99%

Italian Consumer Preferences for Eucalyptus Honey: An Exploratory Study

et al. 2022

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The growing concern for environmental issues has underlined the need to promote sustainable consumption and production. Taking into consideration the three pillars of sustainability, honey should be seen as an important food from a sustainability perspective. Among honey varieties, the eucalyptus one is becoming increasingly popular with people for its aroma and the plant’s therapeutic properties. However, the beekeeping sector in Italy does not yet have sufficient knowledge and understanding of consumer needs with a view to increasing earnings. This paper aimed to analyze the drivers that make people pick eucalyptus honey and tries to investigate which extrinsic and intrinsic quality attributes affect consumer behavior. Data came from an online survey of 403 Italian honey consumers. An ordered Probit model was applied. The results show that consumers consider the taste, viscosity, therapeutic properties, brand reputation, variety, geographical indication, Italian origin, and organic certification of honey as the most important factors that drive the consumption of eucalyptus honey. The findings of the study should help the beekeepers and provide them with the right tools of communication, such as quality or sustainability labeling, thereby increasing their competitiveness.

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Segmentation of Honey Buyers’ Behaviour by Conjoint Analysis

Cited by 19 publications

References 28 publications

Honey: food or medicine? A comparative study between Slovakia and Romania

Honey: food or medicine? A comparative study between Slovakia and Romania

Quality Determinants and Effect of Therapeutic Properties in Honey Consumption. An Exploratory Study on Italian Consumers

Italian Consumer Preferences for Eucalyptus Honey: An Exploratory Study

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