Market segmentation on the basis of food‐related lifestyles of Croatian families

This paper explores the existence of different food‐related lifestyle segments in the Republic of Croatia. Using international instruments and a cluster analysis (joining‐tree clustering), five different segments were found which differ in buying motives, quality aspects of the food, buying decisions, cooking methods and consumption situations. They also differ in socio‐demographic characteristics. These segments, making up the following percentage of the population, were named: relaxed – 13 percent, traditionalists – 27 percent, modern – 32 percent, concerned –11 percent and hedonists – 17 percent. The names were determined by the main statements more frequently used by the families who belong to the respective segments. These segments are expected to change in the future, in size and in the characteristics of behaviour concerning food‐related lifestyles. Therefore, we plan to repeat the research in the year 2004. At the same time, we would like to compare these segments with those distinguished in developed European countries that have conducted similar research.