Preprint Article Version 1 This version is not peer-reviewed

Segmentation of Coffee Consumers Using Sustainable Values: Cluster Analysis on the Polish Coffee Market

Version 1 : Received: 2 November 2018 / Approved: 5 November 2018 / Online: 5 November 2018 (03:20:47 CET)
Version 2 : Received: 26 November 2018 / Approved: 27 November 2018 / Online: 27 November 2018 (05:19:25 CET)

How to cite: Maciejewski, G.; Mokrysz, S.; Wróblewski, Ł. Segmentation of Coffee Consumers Using Sustainable Values: Cluster Analysis on the Polish Coffee Market. Preprints 2018, 2018110078 (doi: 10.20944/preprints201811.0078.v1). Maciejewski, G.; Mokrysz, S.; Wróblewski, Ł. Segmentation of Coffee Consumers Using Sustainable Values: Cluster Analysis on the Polish Coffee Market. Preprints 2018, 2018110078 (doi: 10.20944/preprints201811.0078.v1).

Abstract

In the face of the ongoing degradation of the natural environment and increasingly worrying climate change, societies and their governments should pay more and more attention to the issue of the development of sustainable consumption and pro-environmental consumer behaviour. It has been known for a long time that producers and retailers are the driving force behind adopting the idea of ​​sustainable development. Unfortunately, many of them, when preparing the offer of their goods and services, still take into account only such consumer characteristics as their wealth, the purchasing frequency and volume. In consumer segmentation, the sustainable values ​​that consumers follow when making their purchasing decisions are rarely taken into account. The purpose of the presented article is to try to fill the research gap in this area. The Polish coffee market, on which this type of research has not been conducted so far, was chosen as an example of segmentation taking into account the sustainable values ​​of consumers. The article’s main source of information is the results of primary research carried out using the CAWI (Computer-Assisted Web Interview) technique on a nationwide sample of 800 coffee consumers in July 2018. Multi-dimensional analyses such as extrapolative factor analysis (EFA) and cluster analysis (CA) were used to describe the results which were obtained from the research and statistical analysis. This made it possible to identify and describe six segments of coffee consumers, taking into account their demographic, social and economic characteristics as well as being guided by sustainable values in their purchases. The conclusions presented in the last part of the article may be used by manufacturing and trade enterprises, operating on the coffee market, in order to respond to the identified needs and expectations of consumers and by governmental and social organisations so as to determine the directions of pro-ecological education of consumers.

Subject Areas

market segmentation; coffee market; consumer behavior; sustainable consumption; sustainable values; factor analysis; cluster analysis

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