Original scientific paper
LIFESTYLE OF CROATIAN FAMILIES IN THE PROCESS OF BUYING, PREPARING, AND CONSUMING FOOD
Tanja Kesić
; Faculty of Economics, Zagreb
Abstract
This paper explores the existence of different food related Lifestyle segments in the Republic of Croatia. Using international instruments and hierarchical cluster analysis we have found five distinguished segments which differ by buying motives, quality aspects of food, buying decisions, cooking methods and consumption situations. We called them Relaxed — 10%, Traditionalist — 20%, Modern — 29%, Concerned — 12% and Hedonists — 29% of the population. The names have been given by the main statements which were used more often by the families who belong to that segment.
We expect these segments to change in the future by the size and the characteristics of the segment. Therefore we plan to repeat the research in the year of 2000 and hopefully in the year of 2003. At the same time we want to compare these segments with those found in the developed European countries.
Keywords
buying; preparing and consuming food; Croatian families; food related lifestyle
Hrčak ID:
141620
URI
Publication date:
15.1.1998.
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