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

2019 ◽  
Vol 11 (3) ◽  
pp. 613 ◽  
Author(s):  
Grzegorz Maciejewski ◽  
Sylwia Mokrysz ◽  
Łukasz Wróblewski
Keyword(s):  
Cluster Analysis ◽  
Ethical Behavior ◽  
Driving Force ◽  
Online Survey ◽  
Sustainable Consumption ◽  
Purchasing Decisions ◽  
Consumer Segmentation ◽  
Consumption Values ◽  
Coffee Market ◽  
And Cluster Analysis

Producers and retailers are the driving force behind the adoption of the idea of sustainability. It has been found that while preparing their product range offer, many still pay attention to the same set of criteria: size of the customers’ earnings, how often they shop, and how much they buy when shopping. In general, sustainable values applied by consumers in their purchasing decisions are rarely taken into account in consumer segmentation. The aim of this study is to recognize if values such as environmental protection, producers’ ethical behavior, fair trade or maximizing the utility function of consumption are important factors in the purchasing process of coffee and if they can be used as segmentation variables. The discussed findings come from a standardized online survey conducted on a sample of 800 Polish coffee consumers in July 2018. The obtained results are discussed by employing multi-dimensional analyses, such as exploratory factor analysis (EFA) and cluster analysis (CA). In consequence, six segments of coffee consumers are identified and described: “responsible, aspiring to be connoisseurs”, “loyal coffee enthusiasts”, “pragmatic users”, “coffee laypersons”, “sophisticated connoisseurs”, and “consumerists, connoisseurs, but not at any price”. Among the identified segments, the most often indicated sustainable consumption values refer to “responsible, aspiring to be connoisseurs”, and the least often to “consumerists, connoisseurs, but not at any price”. The conclusions may be used by manufacturing and trade enterprises operating in the coffee market to respond to the identified needs and expectations of consumers.

scholarly journals Segmentation of Coffee Consumers Using Sustainable Values: Cluster Analysis

2018 ◽  
Author(s):  
Grzegorz Maciejewski ◽  
Sylwia Mokrysz ◽  
Łukasz Wróblewski
Keyword(s):  
Cluster Analysis ◽  
Online Survey ◽  
Sustainable Consumption ◽  
Ethical Behaviour ◽  
Ecological Education ◽  
Purchasing Decisions ◽  
Consumer Segmentation ◽  
Consumption Values ◽  
Coffee Market ◽  
And Cluster Analysis

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.

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

2018 ◽  
Author(s):  
Grzegorz Maciejewski ◽  
Sylwia Mokrysz ◽  
Łukasz Wróblewski
Keyword(s):  
Cluster Analysis ◽  
Sustainable Consumption ◽  
Computer Assisted ◽  
Purchasing Decisions ◽  
Goods And Services ◽  
Long Time ◽  
The Face ◽  
Coffee Market ◽  
And Cluster Analysis ◽  
Source Of Information

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.

scholarly journals Types of professionalization

2018 ◽  
Vol 8 (3) ◽  
pp. 298-316 ◽  
Author(s):  
Grazia Lang ◽  
Torsten Schlesinger ◽  
Markus Lamprecht ◽  
Kaisa Ruoranen ◽  
Christoffer Klenk ◽  
...  
Keyword(s):  
Cluster Analysis ◽  
Organizational Development ◽  
Online Survey ◽  
Hierarchical Cluster ◽  
Organizational Characteristics ◽  
Future Research ◽  
Content Type ◽  
Organizational Patterns ◽  
And Performance ◽  
And Cluster Analysis

Purpose The purpose of this paper is to identify types of professionalization in Swiss national sport federations (NSFs) and analyze organizational characteristics associated with specific types of professionalization. Such types reveal common patterns among the increasingly complex organizational designs of NSFs and thus contribute to the understanding of professionalization in NSFs. Design/methodology/approach An online survey of all Swiss NSFs was conducted to identify types of professionalization in these organizations using hierarchical cluster analysis, based on a multi-dimensional framework of professionalization. Findings The analysis revealed four types of professionalization: formalized NSFs managed by paid staff, NSFs managed by volunteers and a few paid staff off the field, NSFs with differing formalization and paid staff on the field, and moderately formalized NSFs managed by volunteers. The types differ in terms of the NSFs’ organizational characteristics, in particular, size, financial resources, Olympic status, and performance. Originality/value Applying factor and cluster analysis is a new approach to analyzing professionalization in NSFs that makes uncovering distinctive organizational patterns among a large number of NSFs possible. These results lay the foundation for understanding the professionalization of NSFs, counseling NSFs on their organizational development, and conducting future research on the design types of sport organizations.

scholarly journals Why don't we bike to the Go? Exploring the potential for cycling to suburban transit stations

2021 ◽  
Author(s):  
James Lee Schofield
Keyword(s):  
Principal Component Analysis ◽  
Cluster Analysis ◽  
Online Survey ◽  
Principal Component ◽  
Transportation Mode ◽  
Last Mile ◽  
Predominantly Female ◽  
And Cluster Analysis ◽  
Transportation Mode Choice ◽  
Key Words Cycling

This research develops a cycling typology of suburban transit passengers. The primary goal was to identify whether there are specific GO Transit customer segments who may be willing to cycle to the station. Passengers were invited to complete an online survey, which assessed cycling perceptions and current cycling behaviour. A principal component analysis and cluster analysis were used to develop a typology of respondents, which revealed four distinct types of transit riders. All-around cyclists were found to currently cycle to the station, while the remaining three types (recreational cyclists, safety-conscious, and facility-demanding) exhibited varying degrees of interest in cycling. A significant gender difference was observed in the predominantly female safety-conscious type. There was a pervasive perception across the three non-cycling groups that cycling is an impractical way to reach the station. Infrastructure improvements and a shift in perceptions will be essential to increase rates of cycling to stations. Key words: cycling; first/last-mile; suburban transportation; mode choice

Giving light to mega-event planning: residents' perceptions on total eclipse weekend

2020 ◽  
Vol 11 (2) ◽  
pp. 203-221
Author(s):  
Carole B. Sox ◽  
Mary M. Sox ◽  
Jeffrey M. Campbell
Keyword(s):  
Cluster Analysis ◽  
Factor Analysis ◽  
Online Survey ◽  
Content Type ◽  
Mega Events ◽  
Academic Knowledge ◽  
Strategic Execution ◽  
And Cluster Analysis ◽  
Mega Event ◽  
Practical Implications

PurposeMega-events have been the topic of unprecedented consideration within recent research. Research on the residents' perspectives, however, is still in the infancy stage, yet a key contributor to the overall legacy planning considerations and process. This research investigates resident perceptions toward a mega-event to assist with planning/execution of such events in addition to advancing knowledge within this area.Design/methodology/approachFor this research, an online survey was utilized to reach out to residents in the host city during the mega-event, Solar Eclipse Weekend. Factor analysis and cluster analysis were used to analyze the results.FindingsUsing exploratory factor analysis, 305 online surveys were analyzed. Using varimax rotation, factor analysis determined four significant factors: environment, local engagement, tourism support, and infrastructure. Cluster analysis was then conducted identifying three clusters of residents labeled neutralists, supporters and enthusiasts.Practical implicationsThe practical implications should be of assistance to professional event planners, city governments and destination marketing organizations. Through utilization of the information provided, community participation should be sought after throughout the planning phase and into the management and execution of large events to best gain resident support.Originality/valueThis research further explored residents' perspectives of a mega-event. While this area of research has been noted in strategic approaches to planning, managing and executing mega-events, the research on stakeholders (such as residents') perspectives is still in the infancy stage. This research contributes to advancing industry planning approaches and strategic execution, in addition to advancing academic knowledge within this area.

scholarly journals Understanding how to increase hydroponic attractiveness: Economic and ecological benefit

2020 ◽  
Vol 211 ◽  
pp. 01015
Author(s):  
Tengku Ezni Balqiah ◽  
Andreas Pardyanto ◽  
Rifelly Dewi Astuti ◽  
Syahrial Mukhtar
Keyword(s):  
Cluster Analysis ◽  
Purchase Intention ◽  
Online Survey ◽  
Environmental Concern ◽  
Behavioral Control ◽  
Purchase Behavior ◽  
Perceived Behavioral Control ◽  
Sustainable Food ◽  
Ecological Benefit ◽  
And Cluster Analysis

As one of the sustainable food, hydroponic vegetables begin to attract consumer attention. Previous studies focus on how to increase the willingness to pay (WTP). The cost of growing hydroponic might cause it as higher than traditional (soil agriculture) that drives higher prices. Instead of only focus on WTP, attitude and purchase intention are two constructs that important to estimate actual purchase behavior. However, a study about the antecedents of hydroponic vegetable’ purchase intention is still limited. This study aims to identify factors that can enhance purchase intention, group respondents based on those factors, and profile each respondent’s group. By online survey, 981 respondents were collected, and multiple regressions and cluster analysis analyzed further data. The result shows eight factors that could drive purchase intention (attitude, subjective norm, perceived behavioral control, perceived quality, price, availability, health consciousness, and knowledge), while environmental concern was not significant. Cluster analysis generates 3 clusters of respondents that have different profiles based on all factors and demographics variables. This study contributes to portraying respondents’ responses toward hydroponics that could deliver implications for entrepreneurs or marketers to attract target consumers based on all factors and develop a strategy based on their profiles.

scholarly journals SEGMENTATION OF TREK AND TRAIL RACE RUNNERS AS TOURISTS

2021 ◽  
Vol 7 (1) ◽  
pp. 53-61
Author(s):  
Ivana Tonković Pražić ◽  
◽  
Marko Pražić ◽  
Kristina Devčić ◽  
◽  
...  
Keyword(s):  
Cluster Analysis ◽  
Factor Analysis ◽  
Statistical Analysis ◽  
Online Survey ◽  
Future Research ◽  
Marketing Practice ◽  
The Third ◽  
Cluster Solutions ◽  
And Cluster Analysis ◽  
And Behavior

This paper seeks to supplement the theory of sports marketing with additional knowledge on the participants in trek and trail races, provide basis for better understanding of their motives and behavior. The research instrument is a questionnaire consisting of 30 questions where the first part concerns with behavior at races; the second part consists of statements about the motives and the third part of descriptive questions. There were 194 participants who were interviewed by an online survey. The statistical analysis was conducted using factor analysis and cluster analysis. Five different factors / types of motivation and behavior of trek and trail race runners were extracted. Cluster analysis was also conducted and three cluster solutions were retained. Implications for marketing practice, limitations of the research and recommendations for future research were also given.

scholarly journals Using List of Values as Base of Beer Consumer Segmentation Based on Their Lifestyle-Case of Study City of Pristina

2016 ◽  
Vol 4 (1) ◽  
pp. 171
Author(s):  
Arsim Begunca
Keyword(s):  
Cluster Analysis ◽  
Data Analysis ◽  
Market Segmentation ◽  
Descriptive Analysis ◽  
Essential Element ◽  
Human Values ◽  
Analysis Program ◽  
Traditional Family ◽  
Consumer Segmentation ◽  
And Cluster Analysis

When studying lifestyles, value is an essential element in defining of internal status for individual. For almost as long as values were studied in consumer’s behavior, methodology was in favor of researchers. Human values have found increasing use as the basis of market segmentation. In our study using the LOV scale as a base for beer consumer segmentation based on lifestyle, we have managed to divide these customers/consumers in three segments. These segments are sports - entertainment segment; traditional-family segment and health-safety segment. Thus several hypotheses generated that have been confirmed. For Data Analysis program named Statistical Package for Social Science ( SPSS version 20) has been used. This study used descriptive analysis, factorial analysis, independent samples, T-test, one way between groups ANOVA and cluster analysis.

scholarly journals Influencing Factors of Chinese Consumers’ Purchase Intention to Sustainable Apparel Products: Exploring Consumer “Attitude–Behavioral Intention” Gap

2020 ◽  
Vol 12 (5) ◽  
pp. 1770 ◽  
Author(s):  
Hye Jung Jung ◽  
Yun Jung Choi ◽  
Kyung Wha Oh
Keyword(s):  
Social Norms ◽  
Behavioral Intention ◽  
Behavioral Intentions ◽  
Purchase Intention ◽  
Online Survey ◽  
Sustainable Consumption ◽  
Consumer Attitude ◽  
Chinese Consumers ◽  
Consumption Values ◽  
The Relationship

As the rapid economic growth and over-consumption within the largest population worldwide has resulted in harmful environment deterioration, a shift to more sustainable consumption behaviors is required in China. Although public interests in sustainability have increased and consumers’ attitudes are positive, their behavioral intentions are not consistent with attitudes. This study aims to uncover psychological drivers and barriers (consumption values, social norms, and attitudes to sustainable apparel products) of Chinese consumers’ behavioral intentions toward sustainable apparel products (SAP) by exploring the attitude–behavioral intention gap. Online survey data were used to examine the moderating impacts of consumption values and social norms on relationship between Chinese consumers’ attitudes and behavioral intentions toward SAP. Results from moderating regression analysis suggest that (1) Chinese consumers’ SAP attitudes had a strong positive effect on the purchase intention toward SAP, (2) aesthetic values positively moderated the relationship between the SAP attitude and purchase intention, whereas conspicuous values negatively moderated the relationship, and (3) utility values and social norms did not show any significant moderating influences on the relationship between the SAP attitude and purchase intention. Our study validates the attitude–behavior gap model in sustainable consumer behavior and discusses how the current findings can assist researchers and practitioners in the Clothing and Textiles field alike to fine-tune sustainable programs and marketing strategies in China.

scholarly journals Why don't we bike to the Go? Exploring the potential for cycling to suburban transit stations

2021 ◽  
Author(s):  
James Lee Schofield
Keyword(s):  
Principal Component Analysis ◽  
Cluster Analysis ◽  
Online Survey ◽  
Principal Component ◽  
Transportation Mode ◽  
Last Mile ◽  
Predominantly Female ◽  
And Cluster Analysis ◽  
Transportation Mode Choice ◽  
Key Words Cycling

This research develops a cycling typology of suburban transit passengers. The primary goal was to identify whether there are specific GO Transit customer segments who may be willing to cycle to the station. Passengers were invited to complete an online survey, which assessed cycling perceptions and current cycling behaviour. A principal component analysis and cluster analysis were used to develop a typology of respondents, which revealed four distinct types of transit riders. All-around cyclists were found to currently cycle to the station, while the remaining three types (recreational cyclists, safety-conscious, and facility-demanding) exhibited varying degrees of interest in cycling. A significant gender difference was observed in the predominantly female safety-conscious type. There was a pervasive perception across the three non-cycling groups that cycling is an impractical way to reach the station. Infrastructure improvements and a shift in perceptions will be essential to increase rates of cycling to stations. Key words: cycling; first/last-mile; suburban transportation; mode choice

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