Socio-demographic characteristics of consumers' clusters
| Socio-demographic characteristics | Careless consumer (n = 44) | Adventurous consumer (n = 102) | Conservative consumer (n = 68) | Functional consumer (n = 44) | # |
|---|---|---|---|---|---|
| Age | 1.157 | ||||
| 19–30 years old | 15 (34.1) | 37 (36.3) | 11 (16.1) | 9 (20.4) | |
| 31–40 years old | 17 (38.6) | 27 (26.5) | 8 (11.8) | 16 (36.4) | |
| 41–50 years old | 9 (20.5) | 21 (20.6) | 31 (45.6) | 12 (27.3) | |
| 51–60 years old | 2 (4.5) | 14 (13.7) | 15 (22.1) | 5 (11.4) | |
| More than 60 years old | 1 (2.3) | 3 (2.9) | 3 (4.4) | 2 (4.5) | |
| Gender | 4.317 | ||||
| Male | 26 (59.1) | 46 (45.1) | 29 (42.7) | 17 (38.6) | |
| Female | 18 (40.9) | 56 (54.9) | 39 (57.3) | 27 (61.4) | |
| Education | 11.943** | ||||
| Basic (4 years) | 0 (0.0) | 1 (0.9) | 1 (1.5) | 0 (0.0) | |
| Middle (9 years) | 3 (6.8) | 6 (5.9) | 6 (8.8) | 0 (0.0) | |
| High school (12 years) | 22 (50.0) | 51 (50.0) | 42 (61.8) | 13 (29.5) | |
| University | 19 (43.2) | 44 (43.2) | 19 (27.9) | 31 (70.5) | |
| Household size | 19.731** | ||||
| 2 members | 1 (2.3) | 2 (1.9) | 1 (1.5) | 1 (2.3) | |
| 3–4 members | 19 (43.2) | 48 (47.2) | 29 (42.6) | 15 (34.1) | |
| 5–6 members | 17 (38.6) | 14 (13.7) | 22 (32.4) | 22 (50.0) | |
| 7–8 members | 6 (13.6) | 28 (27.4) | 13 (19.1) | 3 (6.8) | |
| More than 8 members | 1 (2.3) | 10 (9.8) | 3 (4.4) | 3 (6.8) | |
| Monthly income | 8.887* | ||||
| 150–250 EUR | 1 (2.3) | 1 (0.9) | 3 (4.4) | 0 (0.0) | |
| 251–500 EUR | 14 (31.8) | 17 (16.7) | 18 (26.5) | 5 (11.4) | |
| 501–800 EUR | 15 (34.1) | 51 (50.0) | 17 (25.0) | 9 (20.4) | |
| 801–1,200 EUR | 10 (22.7) | 25 (24.7) | 17 (25.0) | 20 (45.4) | |
| 1,201–1,500 EUR | 3 (6.8) | 7 (6.8) | 5 (7.4) | 5 (11.4) | |
| 1,501–2,000 EUR | 1 (2.3) | 1 (0.9) | 6 (8.8) | 5 (11.4) | |
| More than 2,000 EUR | 0 (0.0) | 0 (0.0) | 2 (2.9) | 0 (0.0) |
| Socio-demographic characteristics | Careless consumer ( | Adventurous consumer ( | Conservative consumer ( | Functional consumer ( | |
|---|---|---|---|---|---|
| 1.157 | |||||
| 19–30 years old | 15 (34.1) | 37 (36.3) | 11 (16.1) | 9 (20.4) | |
| 31–40 years old | 17 (38.6) | 27 (26.5) | 8 (11.8) | 16 (36.4) | |
| 41–50 years old | 9 (20.5) | 21 (20.6) | 31 (45.6) | 12 (27.3) | |
| 51–60 years old | 2 (4.5) | 14 (13.7) | 15 (22.1) | 5 (11.4) | |
| More than 60 years old | 1 (2.3) | 3 (2.9) | 3 (4.4) | 2 (4.5) | |
| 4.317 | |||||
| Male | 26 (59.1) | 46 (45.1) | 29 (42.7) | 17 (38.6) | |
| Female | 18 (40.9) | 56 (54.9) | 39 (57.3) | 27 (61.4) | |
| 11.943** | |||||
| Basic (4 years) | 0 (0.0) | 1 (0.9) | 1 (1.5) | 0 (0.0) | |
| Middle (9 years) | 3 (6.8) | 6 (5.9) | 6 (8.8) | 0 (0.0) | |
| High school (12 years) | 22 (50.0) | 51 (50.0) | 42 (61.8) | 13 (29.5) | |
| University | 19 (43.2) | 44 (43.2) | 19 (27.9) | 31 (70.5) | |
| 19.731** | |||||
| 2 members | 1 (2.3) | 2 (1.9) | 1 (1.5) | 1 (2.3) | |
| 3–4 members | 19 (43.2) | 48 (47.2) | 29 (42.6) | 15 (34.1) | |
| 5–6 members | 17 (38.6) | 14 (13.7) | 22 (32.4) | 22 (50.0) | |
| 7–8 members | 6 (13.6) | 28 (27.4) | 13 (19.1) | 3 (6.8) | |
| More than 8 members | 1 (2.3) | 10 (9.8) | 3 (4.4) | 3 (6.8) | |
| 8.887* | |||||
| 150–250 EUR | 1 (2.3) | 1 (0.9) | 3 (4.4) | 0 (0.0) | |
| 251–500 EUR | 14 (31.8) | 17 (16.7) | 18 (26.5) | 5 (11.4) | |
| 501–800 EUR | 15 (34.1) | 51 (50.0) | 17 (25.0) | 9 (20.4) | |
| 801–1,200 EUR | 10 (22.7) | 25 (24.7) | 17 (25.0) | 20 (45.4) | |
| 1,201–1,500 EUR | 3 (6.8) | 7 (6.8) | 5 (7.4) | 5 (11.4) | |
| 1,501–2,000 EUR | 1 (2.3) | 1 (0.9) | 6 (8.8) | 5 (11.4) | |
| More than 2,000 EUR | 0 (0.0) | 0 (0.0) | 2 (2.9) | 0 (0.0) |
Note(s): Results are presented as number (percentage), * indicates significant at p < 0.05 and ** indicate significant at p < 0.01
# Kruskal–Wallis test
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