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.