Segmentation and characteristics of truffle consuming and buying behaviour

• Autorzy: Lehota J. , Komaromi N.

Warianty tytułu

PL

Segmentacja i charakterystyka zachowań konsumentów i nabywców trufli

• Języki publikacji: EN

Abstrakty

EN

Some of the at home and outdoor meals in the luxury goods category can be grouped into the experience products like the meals with truffle. The truffle consuming behaviour is strongly related to the prestige (hedonist, snob, bandwagon and veblenian) consuming motivations. We have analysed the consuming behaviour on a domestic representative sample (1060 people older than 15) and 113 persons were consumers of meals with truffle. The data base was evaluated with the help of factor and cluster analysis. We have defined three consumer segments that were characterised with the demographic factors, frequency of consumption and the behaviour characteristics. We have analysed buying behaviour on the sample of 63 restaurants.

PL

W artykule przedstawiono analizę zachowań konsumentów i nabywców trufli. W jej wyniku dokonano segmentacji rynku trufli na trzy główne segmenty, rozróżnione przez czynniki demograficzne, częstotliwość zakupu i zachowanie nabywców.

Słowa kluczowe

EN

segmentation; truffle; consumer behaviour; buying behaviour; cluster analysis

• Wydawca: -
• Czasopismo: Roczniki Naukowe Stowarzyszenia Ekonomistów Rolnictwa i Agrobiznesu
• Rocznik: 2008
• Tom: 10
• Numer: 5
• Opis fizyczny: p.104-109,fig.,ref.

Twórcy

autor

Lehota J.

• Social Sciences Marketing Institute, Faculty of Economic, Szent Istvan University, Pater K.u.1., H-2103 Godollo, Hungary

autor

Komaromi N.

Bibliografia

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• Vigneron F.L., Johnson W. 1999: A Review and a Conceptual Framework of Prestige-Seeking Consumer Behavior. Academy of Marketing Science Review, No. 1.
• Wegener B. 1992: Concepts and Measurement of Prestige. Annual Review of Sociology, 18 (2), 253-280.
• www.luxuryinstitute.com .
• www.ksh.hu