Lifestyle segmentation of Czech food shoppers

Abstract

Market segmentation is useful in developing the profiles of consumer segments in order to better understand their behavior. The most commonly-used approaches are applied — a food-related lifestyle FRL and the theory of planned behavior. Data from a 2015 nationwide Czech food con­sumer survey n = 331 of young students were used in a factor analysis to identify sustainability-oriented variables, health-oriented variables as well as social and ethics-oriented variables. These factor scores were used to identify student segments; this was done by means of multilevel latent class cluster analyses. Developing students segments and finding the differences was based on the FRL concept. It can be pointed out that segmentation based on FRL gives good results when dividing consumers into groups, but this has only been verified among young people.