Segmentacija potrošača svježe ribe u Hrvatskoj

Cilj ovog istraživanja je segmentacija potrošača svježe ribe u Hrvatskoj na temelju njihovih stavova i prepreka koji su vezani za potrošnju svježe ribe. Anketno ispitivanje je provedeno na uzorku od 1137 ispitanika. Klaster analizom izdvojena su tri tržna segmenta; obožavatelji svježe ribe, pristalice konzumacije svježe ribe te povremeni potrošači svježe ribe. Obožavatelji svježe ribe su uglavnom žene, većeg stupnja obrazovanja i većih primanja koje imaju pozitivne stavove prema konzumaciji svježe ribe. Pristalice konzumacije svježe ribe su u većem udjelu muškarci srednje dobi, koji imaju pozitivne stavove prema konzumaciji svježe ribe i neutralan stav prema preprekama. Povremeni potrošači svježe ribe imaju najveći broj mladih ispitanika s nižim primanjima i nižeg stupnja obrazovanja. Oni nemaju toliko izražene pozitivne stavove prema konzumaciji svježe ribe i potvrđuju postojanje prepreka u konzumaciji svježe ribe. Profiliranje klastera daje mogućnost kreiranja kvalitetne marketinške strategije te su stoga ovim istraživanjem dobivene vrijedne informacije za uzgajivače ribe.This study’s objective was to segment Croatian fish consumers based on their attitudes and barriers corresponding with fish consumption. The survey was conducted on a sample of 1,137 respondents. Cluster analysis singled out three market segments; Fish lovers, supporters of fish consumption and the occasional fish consumers. Fish lovers are mostly women, higher levels of education and higher incomes, which have positive attitudes towards fish consumption. Supporters of fish consumption are mostly males in middle age which have positive attitudes towards the consumption of fresh fish and a neutral attitude towards the obstacles. Finally, occasional fish consumers have the highest number of young respondents with lower incomes and education. They do not have so positive attitudes towards the consumption of fresh fish and confirmed the existence of barriers to the consumption of fresh fish. Profiling clusters provides the ability to create high-quality marketing strategies and therefore this study provided valuable information for manufacturers of fish

Segmentacija potrošača svježe ribe u Hrvatskoj

Cilj ovog istraživanja je segmentacija potrošača svježe ribe u Hrvatskoj na temelju njihovih stavova i prepreka koji su vezani za potrošnju svježe ribe. Anketno ispitivanje je provedeno na uzorku od 1137 ispitanika. Klaster analizom izdvojena su tri tržna segmenta; obožavatelji svježe ribe, pristalice konzumacije svježe ribe te povremeni potrošači svježe ribe. Obožavatelji svježe ribe su uglavnom žene, većeg stupnja obrazovanja i većih primanja koje imaju pozitivne stavove prema konzumaciji svježe ribe. Pristalice konzumacije svježe ribe su u većem udjelu muškarci srednje dobi, koji imaju pozitivne stavove prema konzumaciji svježe ribe i neutralan stav prema preprekama. Povremeni potrošači svježe ribe imaju najveći broj mladih ispitanika s nižim primanjima i nižeg stupnja obrazovanja. Oni nemaju toliko izražene pozitivne stavove prema konzumaciji svježe ribe i potvrđuju postojanje prepreka u konzumaciji svježe ribe. Profiliranje klastera daje mogućnost kreiranja kvalitetne marketinške strategije te su stoga ovim istraživanjem dobivene vrijedne informacije za uzgajivače ribe.This study’s objective was to segment Croatian fish consumers based on their attitudes and barriers corresponding with fish consumption. The survey was conducted on a sample of 1,137 respondents. Cluster analysis singled out three market segments; Fish lovers, supporters of fish consumption and the occasional fish consumers. Fish lovers are mostly women, higher levels of education and higher incomes, which have positive attitudes towards fish consumption. Supporters of fish consumption are mostly males in middle age which have positive attitudes towards the consumption of fresh fish and a neutral attitude towards the obstacles. Finally, occasional fish consumers have the highest number of young respondents with lower incomes and education. They do not have so positive attitudes towards the consumption of fresh fish and confirmed the existence of barriers to the consumption of fresh fish. Profiling clusters provides the ability to create high-quality marketing strategies and therefore this study provided valuable information for manufacturers of fish

Segmentacija potrošača svježe ribe u Hrvatskoj

Cilj ovog istraživanja je segmentacija potrošača svježe ribe u Hrvatskoj na temelju njihovih stavova i prepreka koji su vezani za potrošnju svježe ribe. Anketno ispitivanje je provedeno na uzorku od 1137 ispitanika. Klaster analizom izdvojena su tri tržna segmenta; obožavatelji svježe ribe, pristalice konzumacije svježe ribe te povremeni potrošači svježe ribe. Obožavatelji svježe ribe su uglavnom žene, većeg stupnja obrazovanja i većih primanja koje imaju pozitivne stavove prema konzumaciji svježe ribe. Pristalice konzumacije svježe ribe su u većem udjelu muškarci srednje dobi, koji imaju pozitivne stavove prema konzumaciji svježe ribe i neutralan stav prema preprekama. Povremeni potrošači svježe ribe imaju najveći broj mladih ispitanika s nižim primanjima i nižeg stupnja obrazovanja. Oni nemaju toliko izražene pozitivne stavove prema konzumaciji svježe ribe i potvrđuju postojanje prepreka u konzumaciji svježe ribe. Profiliranje klastera daje mogućnost kreiranja kvalitetne marketinške strategije te su stoga ovim istraživanjem dobivene vrijedne informacije za uzgajivače ribe.This study’s objective was to segment Croatian fish consumers based on their attitudes and barriers corresponding with fish consumption. The survey was conducted on a sample of 1,137 respondents. Cluster analysis singled out three market segments; Fish lovers, supporters of fish consumption and the occasional fish consumers. Fish lovers are mostly women, higher levels of education and higher incomes, which have positive attitudes towards fish consumption. Supporters of fish consumption are mostly males in middle age which have positive attitudes towards the consumption of fresh fish and a neutral attitude towards the obstacles. Finally, occasional fish consumers have the highest number of young respondents with lower incomes and education. They do not have so positive attitudes towards the consumption of fresh fish and confirmed the existence of barriers to the consumption of fresh fish. Profiling clusters provides the ability to create high-quality marketing strategies and therefore this study provided valuable information for manufacturers of fish

WILD-CAUGHT VERSUS FARMED FISH – CONSUMER PERCEPTION

Postoji ograničeno znanje odrednica potrošačkih sklonosti prema ulovljenim (divljim) ribama iz otvorenih voda u odnosu na uzgojene ribe iz ribogojilišta. Ovaj rad ima za cilj istražiti utjecaj sociodemografske strukture, navika i učestalosti potrošnje svježe ribe (kao što je uključenost u kuhanje) na sklonosti potrošača prema ulovljenim u odnosu na uzgojene ribe. Istraživanje je izvršeno na uzorku od 1151 hrvatskog potrošača ribe. Rezultati su pokazali da žene, stariji potrošači, potrošači s višim prihodima i oni koji žive u obalnom dijelu Hrvatske imaju veću preferenciju prema ribi otvorenih voda i mogu prepoznati razlike u okusu ulovljene i uzgojene ribe. Potrošači s većim navikama potrošnje svježe ribe, koji često jedu ribu i više su uključeni u kuhanje, više vole ulovljene ribe otvorenih voda. Ovi rezultati pružaju vrijedne informacije za sektor akvakulture, posebno za planiranje marketinške strategije promicanja uzgoja ribe.We have limited knowledge of determinants of consumer preferences for wild-caught versus farmed-raised fish, so this work aims to investigate the impact of sociodemographics, habits and frequency of fresh fish consumption, such as involvement in cooking, on the preferences for wild versus farmed fish. A survey was done on a sample of 1151 fish consumers in Croatia. Results showed that female, older consumers, consumers with higher income and those living in coastal parts of Croatia give higher preferences for wild fish and they detect differences between the taste of wild and farmed fish. Consumers with higher levels of habits of fresh fish consumption, who eat fresh fish often and are more involved in cooking, prefer wild-caught fish. These findings provide valuable information for the aquaculture sector, especially for planning marketing strategies for the promotion of farmed fish

Wild-Caught Versus Farmed Fish – Consumer Perception

We have limited knowledge of determinants of consumer preferences for wild-caught versus farmed-raised fish, so this work aims to investigate the impact of sociodemographics, habits and frequency of fresh fish consumption, such as involvement in cooking, on the preferences for wild versus farmed fish. A survey was done on a sample of 1151 fish consumers in Croatia. Results showed that female, older consumers, consumers with higher income and those living in coastal parts of Croatia give higher preferences for wild fish and they detect differences between the taste of wild and farmed fish. Consumers with higher levels of habits of fresh fish consumption, who eat fresh fish often and are more involved in cooking, prefer wild-caught fish. These findings provide valuable information for the aquaculture sector, especially for planning marketing strategies for the promotion of farmed fish