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Consumer segmentation based on food-related lifestyles and analysis of rabbit meat consumption

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Consumer segmentation based on food-related lifestyles and analysis of rabbit meat consumption

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dc.contributor.author Buitrago Vera, Juan Manuel es_ES
dc.contributor.author Escribá Pérez, Carmen es_ES
dc.contributor.author Baviera Puig, Maria Amparo es_ES
dc.contributor.author Montero-Vicente, L. es_ES
dc.date.accessioned 2016-09-30T13:02:24Z
dc.date.available 2016-09-30T13:02:24Z
dc.date.issued 2016-09-28
dc.identifier.issn 1257-5011
dc.identifier.uri http://hdl.handle.net/10251/70841
dc.description.abstract [EN] Market segmentation divides the market into small groups of consumers who share similar characteristics. As all consumers within the same group have a common profile, marketing strategies can be adapted to target a specific type of consumer. Owing to the rapid changes in today’s society, consumer lifestyle has become the ideal criterion for market segmentation. In this study, we employed the food-related lifestyle model, which scholars have shown to be suitable and valid in several countries. Using data from a survey (with 3.53% error), we segmented the Spanish food market based on consumers’ food-related lifestyles. For each segment, we identified the consumer profile and analysed consumers’ consumption of rabbit meat. Factor analysis and cluster analysis yielded 4 segments: (i) ‘Unconcerned’ (36.8% of the sample) mainly consists of male consumers. Consumers in this segment value neither the freshness nor the price/quality ratio of their food items and consume rabbit meat rarely (39.4%) or sporadically (29.3%). (ii) ‘Cooks’ (18.4%) predominantly consists of middle-aged women. Consumers in this segment are highly demanding and critical of the quality of food products. They like cooking and are regular consumers of rabbit meat (40.6%). (iii) ‘Out-of-home consumers and convenience shoppers’ (28.6%) mostly consists of consumers aged between 25 and 34 y old and contains a large proportion of upper-class consumers. Consumers in this segment prefer to eat out and consume convenience products. This segment has the second highest percentage of regular consumers of rabbit meat (36.9%). The segment also has the second highest percentage of consumers who rarely or never eat rabbit meat (43.9%). (iv) ‘Rational purchaser with little interest in cooking’ (16.2%) has the highest proportion of consumers aged 55 to 74 y old. Consumers in this segment have the least interest in cooking, the most interest in the purchasing process, and the lowest consumption of rabbit meat (51.1% consume little or no rabbit meat). es_ES
dc.description.sponsorship The authors thank the Spanish Interprofessional Organization to Promote Rabbit Sector (INTERCUN) for its support in the research en_EN
dc.language Inglés es_ES
dc.publisher Universitat Politècnica de València
dc.relation.ispartof World Rabbit Science
dc.rights Reserva de todos los derechos es_ES
dc.subject Market segmentation es_ES
dc.subject Food-related lifestyle es_ES
dc.subject Rabbit meat es_ES
dc.subject Marketing strategy es_ES
dc.subject Consumer profile es_ES
dc.title Consumer segmentation based on food-related lifestyles and analysis of rabbit meat consumption es_ES
dc.type Artículo es_ES
dc.date.updated 2016-09-30T12:40:13Z
dc.identifier.doi 10.4995/wrs.2016.4229
dc.rights.accessRights Abierto es_ES
dc.contributor.affiliation Universitat Politècnica de València. Facultad de Administración y Dirección de Empresas - Facultat d'Administració i Direcció d'Empreses es_ES
dc.contributor.affiliation Universitat Politècnica de València. Departamento de Economía y Ciencias Sociales - Departament d'Economia i Ciències Socials es_ES
dc.contributor.affiliation Universitat Politècnica de València. Escuela Técnica Superior de Ingeniería Agronómica y del Medio Natural - Escola Tècnica Superior d'Enginyeria Agronòmica i del Medi Natural es_ES
dc.description.bibliographicCitation Buitrago Vera, JM.; Escribá Pérez, C.; Baviera Puig, MA.; Montero-Vicente, L. (2016). Consumer segmentation based on food-related lifestyles and analysis of rabbit meat consumption. World Rabbit Science. 24(3):169-182. https://doi.org/10.4995/wrs.2016.4229 es_ES
dc.description.accrualMethod SWORD es_ES
dc.relation.publisherversion https://doi.org/10.4995/wrs.2016.4229 es_ES
dc.description.upvformatpinicio 169 es_ES
dc.description.upvformatpfin 182 es_ES
dc.type.version info:eu-repo/semantics/publishedVersion es_ES
dc.description.volume 24
dc.description.issue 3
dc.identifier.eissn 1989-8886
dc.contributor.funder Organización Interprofesional para Impulsar el Sector Cunícola


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