Determining the number and characteristics of rakija market segments based on consumer purchasing behavior
The goal of this study is to identify the number of segments in the Serbian rakija market based on consumer buying behavior and purchasing power analysis across segments. A sample of 395 individuals who consumed rakija (n=395) was selected randomly. Two research scales were employed to examine consu...
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| Main Authors: | , |
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| Format: | Article |
| Language: | English |
| Published: |
Srpsko udruženje za marketing
2024-01-01
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| Series: | Marketing (Beograd. 1991) |
| Subjects: | |
| Online Access: | https://scindeks-clanci.ceon.rs/data/pdf/0354-3471/2024/0354-34712404229A.pdf |
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| Summary: | The goal of this study is to identify the number of segments in the Serbian rakija market based on consumer buying behavior and purchasing power analysis across segments. A sample of 395 individuals who consumed rakija (n=395) was selected randomly. Two research scales were employed to examine consumer attitudes regarding the purchase of rakija. The validity of the scales was evaluated through reliability analysis and factor analysis. Furthermore, a twostep hierarchical cluster analysis utilizing Ward's method was carried out to identify the segments. Finally, the purchasing power of each segment was assessed through a standard multiple regression analysis using SPSS, followed by a path analysis conducted in AMOS. The authors identified three segments. The "traditionalist" segment consists of consumers who prefer older, familiar Serbian fruit rakija. The "modernist" segment prefers innovative options with contemporary packaging. The "price-limited" segment prioritizes affordable rakija. This study reveals that Serbs buy rakija, their strong national alcoholic drink, primarily for special reasons and as gifts, not for everyday consumption. This is the first study on rakija market segmentation based on consumer behavior analysis, which is also the biggest contribution of this research. |
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| ISSN: | 0354-3471 2334-8364 |