Preprint Article Version 2 This version is not peer-reviewed

Segmentation of Coffee Consumers Using Sustainable Values: Cluster Analysis

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. Preprints 2018, 2018110078 (doi: 10.20944/preprints201811.0078.v2). Maciejewski, G.; Mokrysz, S.; Wróblewski, Ł. Segmentation of Coffee Consumers Using Sustainable Values: Cluster Analysis. Preprints 2018, 2018110078 (doi: 10.20944/preprints201811.0078.v2).

Abstract

The driving force behind adopting the idea of ​​sustainable development are producers and retailers. Unfortunately, when preparing their product range for consumers, many of them still only pay attention to the size of the customers’ earnings, how often they shop and how much they buy when shopping. In consumer segmentation, sustainable values ​​that consumers apply when making their purchasing decisions are rarely taken into account. The aim of this article is to show that values ​​such as environmental protection, the ethical behaviour of producers, fair trade or maximising the utility function of consumption are so important in the purchasing process in the coffee market that they can be used as segmentation variables. The Polish coffee market was selected to carry out segmentation taking into account the consumers' sustainable values. The main source of the article is the results of a standardized online survey conducted 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 obtained results. As a result, six segments of coffee consumers were identified and described: “responsible, aspiring to be connoisseurs”, “loyal coffee enthusiasts”, “pragmatic users”, “coffee laypersons”, “sophisticated connoisseurs”, “consumerists, connoisseurs, but not at any price”. Among the identified segments, the sustainable consumption values ​​most often mentioned refer to "responsible, aspiring to be connoisseurs", and the least often - ”consumerists, connoisseurs, but not at any price”. 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 behaviour; sustainable consumption; sustainable values; factor analysis; cluster analysis

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