Cluster analysis Consumer segmentation · Consumer segmentation Ipsos Strategic Marketing...

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Cluster analysisConsumer segmentation

Ipsos Strategic Marketing2009

-Lifestyle Segmentation for JUICE producer-

- Serbia & Montenegro, 2004-

Lifestyle segmentation methodology

• There were 53 statement that measured attitudes towards general life topics, behavior, shopping habits, general opinions, values…

• Those statements were input for cluster analysis.• K Means cluster method.

• As a result following clusters were found…

LIFESTYLE SEGMENTS

Rational Achievers, 15.2

Rational Reserved, 23.4

Conservative Unexcited, 18.0

Conservative Balanced, 15.9

Trendy Materialists, 9.0

Trendy Balanced, 18.4

Rational Reserved Trendy Materialists Conservative Balanced

Rational Achievers Trendy Balanced Conservative Unexcited

Base: Respondents 15-55 (1185)

LIFESTYLES- Importance of the family, ethnocentrism

68.0

39.0

47.0

15.0

76.0

21.0

13.0 1

9.0

97.0

76.0 80.0

11.0

78.0

53.0 56.0

20.0

80.0

38.0

14.0

16.0

83.0

65.0

76.0

10.0

0

20

40

60

80

100

It is important for my familyto think that I do good

I always give advantage todomestic products

I would rather go out withmy family, than go to a

party with friends

We rarely gather as afamily


Rational Achievers Trendy balanced Conservative Unexcited

% o

f “I

agr

ee”

ans

wer

s

LIFESTYLES- Security, routine

38.0

37.0

23.0

43.0

24.0

18.0

66.0

63.0

18.0

64.0

59.0

35.0

45.0

38.0

11.0

59.0

55.0

21.0

0

20

40

60

80

100

I like to follow certain routine Safety of a job is more importantthan money

I don t like to take overresponsibility, I rather obey



% o

f “I

agr

ee”

ans

wer

s

LIFESTYLES- Healthcare, sports

19.0

21.0

13.0

15.0

16.0

40.0

74.0

51.0

31.0

64.0

59.0

16.0

32.0

49.0

10.0

52.0

30.0

51.0

33.0

20.0

34.0

66.0

38.0

34.0

59.0

31.0

3.0

15.0 20.0

4.0

0

20

40

60

80

100

In newspapers or onthe internet, I oftenread articles about

healthy life

I plan to (even more)practice sports and

recreation

I pay strict attentionto my weight

I often take vitamins(at least a few times a

week)

I practice sports,recreation



% o

f “I

agr

ee”

ans

wer

s

LIFESTYLES - Career

31.0

18.0

20.0

92.0

69.0

68.0

68.0

23.0

23.0

71.0

48.0

40.0

84.0

59.0

52.0

15.0

4.0

11.0

0

20

40

60

80

100

I like to set ambitious goals formyself

I dedicate extremely a lot time andeffort to building of my career

I would agree to subordinateeverything to my career in one

period of my life



% o

f “I

agr

ee”

ans

wer

s

LIFESTYLES - Outgoing

40.0

31.0

28.0

88.0

86.0

5.0

38.0

14.0

39.0

59.0

39.0

38.0

80.0

89.0

5.0

12.0

2.0

71.0

0

20

40

60

80

100

If I had more time for socializing, Iwould go out with my friends every

night

I often go out with my company I like to spend an evening in front ofa TV set best



% o

f “I

agr

ee”

ans

wer

s

LIFESTYLES - Not standing still, risking

47.0

17.0

33.0

15.0

97.0

97.0

89.0

77.0

78.0

50.0

19.0

19.0

75.0

59.0

25.0 29.0

86.0

78.0

60.0

47.0

29.0

17.0

8.0

3.0

0

20

40

60

80

100

I am always looking fornew ways to make my life

richer and moreinteresting

I am looking for achallenge, new things and

changes in life

I like fast driving I like to take risks



% o

f “I

agr

ee”

ans

wer

s

LIFESTYLES - Standing out

43.0

19.0 2

4.0

7.0

7.0 1

0.0

84.0

91.0

78.0

73.0

70.0

71.0

72.0

27.0

7.0

16.0

4.0 6.0

65.0

50.0

50.0

48.0

48.0

30.0

76.0

64.0

41.0

29.0

29.0

25.0

41.0

8.0 1

1.0

3.0

2.0 4.0

0

20

40

60

80

100

I am a fighter,warrior

I like to compete My car shouldreflect my

personality

I like to impresspeople with my

life style

I like to bewatched by

others

I like to stand outin a group



% o

f “I

agr

ee”

ans

wer

s

LIFESTYLES - Trends

24.0

16.0

8.0

95.0

94.0

71.0

19.0 22.0

11.0

38.0

60.0

29.0

88.0

58.0

38.0

8.0

2.0

2.0

0

20

40

60

80

100

I am well informed about popularplaces for going out in town

I try to wear trendy clothes I am definitely „in“



% o

f “I

agr

ee”

ans

wer

s

LIFESTYLES - Brands

32.0

33.0

25.0

93.0

85.0

29.0

44.0

44.0

22.0

67.0

52.0

36.0

62.0

42.0

24.0

18.0

20.0 2

7.0

0

20

40

60

80

100

If I could, I would only be buyingbranded products

I rather buy brands that areadvertised, than some I have never

heard of

Branded products are not of betterquality than not-branded



% o

f “I

agr

ee”

ans

wer

s

LIFESTYLES - Prices (low prices)

44.0

20.0

14.02

0.0

15.0

9.0

57.0

38.0

18.0

57.0

47.0

29.0

30.0

23.0

10.0

83.0

56.0

54.0

0

20

40

60

80

100

I usually buy in shops with mostfavorable prices

I often buy things on discount I try to buy mostly cheaper things



% o

f “I

agr

ee”

ans

wer

s

LIFESTYLES - Prices (high prices)

14.0

15.0

10.0

77.0

52.0

54.0

14.0

7.0 9.0

42.0 46.0

32.0

12.0

6.0

14.0

15.0

14.0

10.0

0

20

40

60

80

100

The best guarantee of a good andhigh quality product is high price

I admire people who own expensivethings

Only expensive is good



% o

f “I

agr

ee”

ans

wer

s

LIFESTYLES - The role of money

60.0

37.0

22.0

13.0

90.0

31.0

54.0

63.0

86.0

67.0

16.0

14.0

88.0

77.0

55.0

41.0

82.0

31.0

12.0

11.0

85.0

83.0

23.0

9.0

0

20

40

60

80

100

Unfortunately, money isthe measure of all things

today

I pay a lot of attention tohow I spend money

Money should be themeasure of success

Things I buy speak thebest about my success in

life



% o

f “I

agr

ee”

ans

wer

s

LIFESTYLES - Enjoyment in shopping

43.0

31.0

33.0

62.0

73.0 77.080.0

67.0

47.0

74.0

62.0

45.0

56.0

64.0 68.0

41.0

19.0

14.0

0

20

40

60

80

100

I enjoy all sorts of shopping I like to make a treat for myself witha small shopping at the end of the

day

If I like something, I will buy it nomatter its price



% o

f “I

agr

ee”

ans

wer

s

LIFESTYLES - Cautiousness in shopping

31.0

29.0

8.0

28.0

17.0

62.0

21.0

12.0

20.0

41.0

24.0

18.0

17.0

10.0

22.0

41.0

50.0

3.0

0

20

40

60

80

100

When I hear of a new product, Iusually wait for the others to try it

out first

I am usually among the last to trynew brands

I am usually among the first to tryout new brands of products



% o

f “I

agr

ee”

ans

wer

s

LIFESTYLES - Impulsiveness

32.0 36.0

21.0

43.0

79.0

76.0

60.0

53.0

21.0

79.0

49.0

39.0

31.0

57.0

41.0

78.0

27.0

8.0

0

20

40

60

80

100

I know exactly how I spent everydinar

I often bring swift decisions basedon my instinct

I like to enjoy life and I don t thinktoo much of the future



% o

f “I

agr

ee”

ans

wer

s

LIFESTYLE DESCRIPTION- Rational Reserved

• 23% of population.• These people are pretty average on most of the indicators. In many

aspects they show signs of being reserved and distant, which does not necessarily means “giving-up” (unlike some rational segments, they are less incline to show that they are much striving for goals, fighting, cautiousness…)

• Family is important to them.• They mostly look for the security in various aspects of life. They

often prefer routine.• Not much interested in practicing sports.• They don’t take much care about weight. Only slightly more

interested in health pages and vitamins.• They are not ambitious (goals and career) like the most ambitious

segments, but still they are more ambitious than the ‘Conservative Unexcited’.

• Presently, they are not much outgoing – but they would go more out (if only possible), but not too enthusiastically. They don’t mind spending night in front of TV either.

• They look for novelties and challenges - modestly. They try to avoid risks but they don’t avoid fast driving that much.

LIFESTYLE DESCRIPTION- Rational Reserved

• They don’t like to stand out, don’t like being watched by others, to impress the others. They are not fighters (similar in that aspect to ‘Conservative Unexcited’).

• They don’t try to be “in”, therefore they are not well informed about popular places, they don‘t wear trendy clothes.

• They don’t like branded products much. They don’t like much advertised products either.

• They often prefer lowers prices, discounts, cheaper products.• They don’t like expensive things.• Modestly interested in money and its role.• They modestly like shopping.• They are not the first nor the last to try new products.• They are not impulsive.

• They are somewhat more male, middle-aged, slightly better affluent. They mostly participate in decision making regarding everyday shopping.

LIFESTYLE DESCRIPTION- Rational Achievers

• 15% of population.• They want more of everything, but not at any price – on the way to obtaining such high

goals, they are pretty cautious and avoid risks (they take care about themselves much). They love money and status, they push for goals and career, like shopping but very cautious with money, and therefore like law prices.

• Family is important to them.• They are very interested in security (safe job etc) and also very much into (fruit-full)

routine.• Not much interested in practicing sports (they more plan it than practicing it).• They take care of themselves much. They follow pages (magazines, Internet…) about

healthy living. They pay attention to their weight, they take vitamins.• They are very ambitious, they set high goals, want to advance in career much.• Presently, they are modestly outgoing – but they would go more out (if only possible).

They don’t mind much spending night in front of TV either.• They usually very gladly look for novelties and challenges. But they try to avoid risks

(including fast driving).• They like to stand out, but that is not such an obsession as in case of trendy

materialists. They like being watched by others, to impress the others. Their car should reflect their personality. They like competition. They are fighters.

LIFESTYLE DESCRIPTION- Rational Achievers

• They wear trendy clothes more than being well informed about the most popular places. They are “in”.

• They like branded products. They like advertised products. Even more than trendy balanced.

• They usually insist on lowers prices, discounts, cheaper products.• They like expensive things and people who have them (money being the

measure of quality).• Very cautious about money, they have positive attitude about the role of the

money – they like money and accept money as measure of success.• Like shopping very much, but they are cautious with spending.• They are not the first nor the last to try new products.• They try not to be impulsive.

• They are somewhat more female, middle-age, important decision makers about everyday shopping, slightly more affluent.

LIFESTYLE DESCRIPTION- Trendy materialists

• 9% of population.• These people are very extroverted, adore money and status, pushing for

careers and goals, like risking. They somewhat resemble to ‘Trendy balanced’ but ‘Trendy materialists’ much more insist on money and status.

• Family is less important to them.• They are little interested in security (safe job etc) and routine.• Very much interested in practicing sports.• Modestly interested in taking care about weight, health pages and vitamins.• They are very ambitious, they set high goals, want to advance in career

much.• They are very outgoing – they go out much, and they would go even more

out (if only possible), they hate spending night in front of TV.• They can barely stand still, always looking for novelties and challenges. In

their case that includes taking risks and fast driving.• Of all the segments, they like the most to stand out prominently – being

watched by others, to impress the others. Their car should reflect their personality. They like competition. They are fighters.

• They are “in”, they are well informed about popular places, they wear trendy clothes. They insist in those things.

LIFESTYLE DESCRIPTION- Trendy materialists

• They like branded products. They like advertised products.• They don’t insist at all on lowers prices, discounts, cheaper products.• They adore expensive things and people who have them (money being the

measure of quality).• Not cautious about money, they adore role of money.• Like shopping very much, but it’s not the shopping that is exciting but

opportunity to show off money.• They are the first to try new products.• They are the most impulsive segment.

• They are somewhat more male, but they are definitely younger, mostly still in education, better affluent, rarely participate in everyday shopping.

LIFESTYLE DESCRIPTION- Trendy balanced

• 19% of population.• They are very extroverted people. Unlike Trendy materialists they are much

less obsessed with money, and take care about themselves much more. • Relatively loose connection with family.• Modestly interested in security (safe job etc) and routine.• Very much interested in practicing sports (only trendy materialists are better

than them).• Modestly interested in taking care about weight, health pages and vitamins.• They are very ambitious, they set high goals, want to advance in career

much.• They are very outgoing – they go out much, and they would go even more

out (if only possible), they hate spending night in front of TV.• They don’t like to stand still, always looking for novelties and challenges. In

their case that sometimes includes taking risks and fast driving.• They like to stand out, but that is not such an obsession as in case of trendy

materialists. They like being watched by others, to impress the others. Their car should reflect their personality. They like competition. They are fighters.

LIFESTYLE DESCRIPTION- Trendy balanced

• They are “in”, they are well informed about popular places, they wear trendy clothes. They insist in those things (but not in the degree of trendy materialists).

• They like branded products. They like advertised products.• They often don’t pay much attention to lowers prices, discounts, cheaper

products.• Although trendy, they don’t insist on expensive things and people who have

them . Money is not that high measure of quality.• Modestly interested in money and its role.• They like shopping and buying things that they like (no matter of price)• They are not the first nor the last to try new products.• They are impulsive, but not as much as trendy materialists.

• Somewhat more male, very young, still in education or better and/or educated, better affluent. They mostly rarely participate in decision making regarding everyday shopping.

LIFESTYLE DESCRIPTION- Conservative Balanced

• 16% of population.• They are family oriented, cautious (especially with money) people. Although

not extroverted, they are interested in advancing in life, shopping… They are fighters in life, although they prefer certain routine.

• Family is very much important to them.• They are very much interested in secure, steady life and routine.• Not interested in practicing sports.• They take care their weight, but they are even more interested in health

pages and vitamins.• They are ambitious but would not put career at first place in life.• They don’t go out much, although they would go if they had the opportunity.

Night in front of TV is not a bad idea to them. • They look for novelties and challenges, but without risks and fast driving.• They don’t like to stand out, don’t like being watched by others, don’t want

to impress the others.• They are not “in”, they are not well informed about popular places, they

don’t wear trendy clothes.

LIFESTYLE DESCRIPTION- Conservative Balanced

• They are modestly interested in branded products, as well as in advertised products.

• They don’t insist much on lowers prices, discounts, cheaper products.• They don’t like expensive things and people who have them.• Although very cautious about money, they have negative attitude about the

role of the money.• They enjoy shopping much.• They are not the first nor the last to try new products.• They are not impulsive, but very cautious with money.

• They are more female, mature, averagely affluent, participate much in everyday shopping.

LIFESTYLE DESCRIPTION- Conservative Unexcited

• 18% of population.• They are family oriented, cautious (especially with money). They are not

extroverted, not interested in advancing in life, nor in career – it seems as if they worn out.

• Family is very much important to them.• They are much interested in secure, steady life and routine.• Not interested in practicing sports at all.• They don’t take much care about weight. Slightly more interested in health

pages and vitamins.• They are not ambitious at all, not thinking about career much.• They don’t go out (almost) at, nor they would go if they had the opportunity.

Night in front of TV is an excellent idea to them. • They don’t look for novelties and challenges. They try to avoid risks and fast

driving.• They don’t like to stand out, don’t like being watched by others, don’t want

to impress the others.

LIFESTYLE DESCRIPTION- Conservative Unexcited

• They are not “in”, they are not well informed about popular places, they don’t wear trendy clothes.

• They don’t like branded products. They don’t like advertised products.• They usually insist on lowers prices, discounts, cheaper products.• They don’t like expensive things and people who have them.• Although very cautious about money, they have negative attitude about the

role of the money.• They don’t like shopping that much.• They are the last to try new products.• They are not impulsive, but very cautious with money.

• They are more female, pretty old, less affluent and less educated.

DRINKS – 24 HOURS INCIDENCE (%)66.0

41.0

31.0

16.0

47.0

19.0

5.0

17.0

62.0

28.0

40.0

7.0

46.0

11.0

5.0

23.0

75.0

42.0

25.0

16.0

45.0

28.0

5.0 7.0

64.0

40.0

24.0

15.0

44.0

16.0

3.0

16.0

72.0

43.0

36.0

13.0

54.0

18.0

5.0

17.0

61.0

31.0

17.0

18.0

19.0

26.0

2.0

15.0

0

20

40

60

80

100

Dairyproducts

Bottled water Carbonateddrinks

Syrups Fruit juice Tea Wine Beer


Rational Achievers Trendy balanced Conservative Unexciting


DRINKS – Stomach share19.3

19.6

12.1

12.1

19.8

4.0

1.2

11.8

16.7

14.0 15.2

2.2

22.7

2.4

2.5

24.4

27.5

24.2

11.0

4.9

18.4

8.9

1.0

4.1

21.5

27.4

8.6

5.4

21.1

4.9

1.3

9.9

23.6

21.1

13.5

3.8

21.5

4.5

1.5

10.5

25.0

22.9

6.6

6.5

16.3

11.0

0.7

10.9

0

10

20

30

40

Milk and dairyproducts

Bottled water Carbonateddrinks

Fruit syrups Fruit juice Tea Vine Beer



Base: Total quantity of drinks drunk

Sha

re

Frequency of juice consumption30.0

38.0

15.0

5.0

12.0

35.0

45.0

9.0

1.0

10.0

32.0

43.0

13.0

4.0

9.0

35.0 37.0

12.0

6.0

10.0

47.0

37.0

10.0

2.0 5

.0

17.0

30.0

18.0

10.0

25.0

0

20

40

60

80

Regular (4-7 times aweek)

Weekly (1-3 times aweek)

Monthly Occasional Does not drink




Pe

rcen

tage

(%

)

Juice consumption – Occasions 171.0

67.0

59.0

56.0

56.0

56.0

74.0 7

9.0

64.0

62.0

62.0

51.0

84.0

82.0

69.0

68.0

60.0

40.0

81.0

77.0

68.0

61.0

55.0

51.0

74.0

68.0 7

3.0

67.0 7

3.0

66.0

74.0 78.0

57.0

54.0

19.0 23.0

0

20

40

60

80

100

During a visit tosomeone

With family athome

Watching TV While resting, notdoing anything

special

When going out –in a café,

restaurant

At parties,celebrations



Base: Juice drinkers 15-55 (1043)

Pe

rcen

tage

of p

roba

bili

ty

Juice consumption – Occasions 2

37.0

45.0

30.0

23.0

21.0

13.0

53.0 5

9.0

53.0

55.0

15.0

41.0

54.0

39.0 43.0

17.0

35.0

25.0

50.0

41.0

41.0

23.0

25.0

21.0

51.0 5

8.0

41.0

53.0

16.0

24.0

46.0

33.0

28.0

5.0

22.0

16.0

0

20

40

60

80

100

Reading books,newspapers

At work, at school…

While doingsomething at

home – tidying up,studying…

While practicingsome sport, orafter practicing

some sport

While baby-sitting,playing with

children

During a walk




Pe

rcen

tage

of p

roba

bili

ty

Juice consumption – Motives 175.0

64.0

61.0

58.0

43.0

84.0

76.0

77.0

71.0

61.0

86.0

72.0

71.0

72.0

71.07

7.0

75.0

63.0

60.0

60.0

86.0

68.0

75.0

67.0

65.07

2.0 76.0

55.0

48.0

49.0

0

20

40

60

80

100

When I want tofreshen up

When I'm offered When I'm thirsty When I want to drinksomething in between

meals

When I want to relaxand enjoy



Pe

rcen

tage

of p

roba

bili

ty

Juice consumption – Motives 247.0

48.0

37.0

30.0

11.0

63.0

65.0

54.0

55.0

31.0

67.0

61.0

51.0

47.0

14.0

60.0

57.0

45.0

43.0

19.0

58.0 62.0

55.0

47.0

13.0

52.0

47.0

37.0

39.0

5.0

0

20

40

60

80

100

When I want to be withmy friends

During a meal or rightafter a meal

When I need a dose ofenergy

When I wantsomething sweet

Instead of a meal



Pe

rcen

tage

of p

roba

bili

ty

Juice consumption

• Rational Reserved:• Somewhat more often (than avg) at parties; refreshing motive.

• Trendy materialists:• All kinds of social gathering, but also at work, school, while

parasitizing sports…; often instead of meal, and as a sweet, energetic dose.

• Conservative Balanced:• Family gathering (including visiting someone) and social occasions/

motives.• Trendy balanced:

• HORECA, parties, sport, at work; juice as an energetic doze.• Rational Achievers:

• All kinds of social gathering.• Conservative Unexcited

• Family gathering; often wait to be offered.

Juice brands• Rational Reserved:

• Generally they follow standard pattern (Next – Nectar – Moc prirode etc), but often know/consume “other” i.e. rare brands.

• Trendy materialists:• Like much advertised brands (Next and Nectar) and foreign brands

(Bravo)• Conservative balanced:

• Look for affordable mainstream brands (Nectar, Moc prirode, SU voce), but Next is still important.

• Trendy balanced:• Apart from standard pattern (Next – Nectar – Moc prirode etc), they like

foreign brands.• Rational Achievers:

• Look for affordable mainstream brands (Nectar, Moc prirode, SU voce), but Next is still very important.

• Conservative Unexcited• Somewhat more than avg oriented toward SU voce and/or Moc prirode.

Flavors – Favorite flavors – All three choices44.0

41.0

39.0

39.0

31.0

25.0

9.0 1

1.0

6.0

3.0

36.0 38.0

39.0

38.0

22.0

23.0

22.0

11.0

10.0

37.0

43.0

37.0

43.0

38.0

25.0

14.0

8.0

7.0

3.0

44.0

41.0

33.0

38.0 40.0

26.0

7.0

11.0

5.0

3.0

46.0

39.0

39.0

33.0

23.0

28.0

16.0

12.0

6.0

5.0

40.0

44.0

40.0

25.0

30.0

21.0

4.0

10.0

5.0

4.0

0

10

20

30

40

50

60

Apple Peach Orange Strawberry Apricot Blueberry Cocktail Cherry Pineapple Pear




Per

cent

age

(%

)

When we talk about total quantity of juices that you drink, what is the percentage of pure orange juice in that?

19.0

12.0

16.0

14.0

25.0

20.0

15.0

20.0

11.0 1

3.0

23.0

14.0

20.0

11.0

22.0

20.0

19.0

19.0

13.0 1

5.0

14.0

17.0

22.0

16.0

22.0

28.0

11.0 12.0 1

4.0

14.0

0

10

20

30

40

Does not consume Up to 10% 11% - 33% 34% - 50% 51% - 100%




Pe

rce

ntag

e (%

)

Flavours

• Rational Reserved:• Orange, apple, peach, blueberry…

• Trendy materialists:• Orange, apple, cocktail

• Conservative Balanced:• Peach, strawberry, orange (some of them like OJ much)

• Trendy balanced:• Apple, orange (including OJ), peach, strawberry…

• Rational Achievers:• Peach, apple, apricot, strawberry…

• Conservative Unexcited:• Apple, apricot, peach (orange yes, but not OJ that much)

In what kind of store do you usually buy juices?

11.0

24.0 2

7.0 3

0.0

7.0

2.0

24.0

24.0

38.0

11.0

7.0

27.0 29.0

28.0

9.01

1.0

22.0

34.0

23.0

8.0

5.0

19.0

30.0

38.0

6.0

4.0

20.0

29.0 3

2.0

15.0

0

10

20

30

40

50

60

Hypermarket (six andmore cash registers)

Supermarket (three ormore cash registers)

Small self-servicestore (one to two cash

registers)

Classical store with adesk

Specialized store fordrinks



Base: Those who go juice shopping at least 4 times out of 10 (810)

Per

cent

age

(%

)

How would you describe your purchase of juices?

79.0

11.0

7.0

79.0

16.0

5.0

81.0

13.0

3.0

77.0

18.0

4.0

86.0

11.0

1.0

75.0

20.0

1.0

0

10

20

30

40

50

60

70

80

90

100

I buy juices in the same store as otherfood

I usually buy juices in a store withlower prices

I buy bigger quantities of juice in bigsupermarkets




Per

cent

age

(%

)

BRAND – How important is it

3.67

4.313.89 3.96

3.59 3.66

0

1

2

3

4

5

Rational Reserved TrendyMaterialists

ConservativeBalanced

Rational Achievers Trendy balanced ConservativeUnexciting




Ave

rage

rat

ing

(1-5

)

PRICE – How important is it

3.71 3.634.02 4.14

3.634.11

0

1

2

3

4

5

Rational Reserved TrendyMaterialists

ConservativeBalanced

Rational Achievers Trendy balanced ConservativeUnexciting




Ave

rage

rat

ing

(1-5

)

Shopping behavior

• Rational Reserved:• Hypermarkets and other self-service, groceries also; looking for wide choice of

products with kind staff (pretty demanding); insist only on juice (flavor or brand somewhat less important).

• Trendy materialists:• Groceries and self-service; looking for wide choice of products but close; insist

on brand.• Conservative Balanced:

• Supermarkets; looking for wide choice of products and kind staff; insist on price and flavor mostly; admit they are sometimes prone to impulsive shopping.

• Trendy balanced:• Groceries and self-service; looking for wide choice of products but close shop

with kind staff (pretty demanding); insist on flavor mostly; admit they are sometimes prone to impulsive shopping.

• Rational Achievers:• Smaller and other self-service, groceries; looking for wide choice of products;

insist on flavor and price.• Conservative Unexcited

• Liquor discounts; looking for the closest store; insist on price.

Life stile segmentation for coffee producer – Second example

Presence of different life style segment types in a population among coffee drinkers

Impulsive20.0%

Rational29.0%

Conservative51.0%

Consumer Behavior

4.1

3.6

2.4

3.2 3.2 3.0

2.4

1.8

3.4

0

1

2

3

4

5

U mojoj kuci uvek ima barjedna flasa stranog pica.

Volim da isprobam svakinovi proizvod, cak i ako

mi nije neophodan.

Kada kupujem nekunamirnicu, proverim cenuprisutnih marki i obicno

kupim jeftiniju.

Impulsive Rational Conservative

Attitude toward status symbols

2.63.1

2.8

3.63.1 3.3 3.3

3.6

1.72.2 2.2

2.6

0

1

2

3

4

5

Volim da znam gdeizlaze, kako se

oblace i sta koristejavne licnosti.

Kupovina finihstvari, svetski

poznatihproizvodjaca, znakje uspeha u zivotu.

O coveku mnogogovore markeproizvoda koje

koristi.

Kada neštokupujem veoma mi

je vazan dizajn-izgled pakovanja.


Consumer behaviors

3.33.6

4.2

3.23.5

3.93.9

3.1

3.8

0

1

2

3

4

5

Nikad ne kupujemproizvod samo zato štomi se svidja, ako mi nije

potreban.

Teško se odlucujem dapromenim svoju marku

koju koristim.

Više verujem poznatimproizvodjacima hranenego manje poznatim.


Orientation: home/ outside

2.6

1.9

2.5

3.53.3

3.7

2.52.7

3.1

0

1

2

3

4

5

Volim da gledam TVreklame.

Volim taj odlazaknedeljom na pijacu.

Volim da obavljam kucneposlove.



1.6

2.1

3.8

2.0

3.0

3.5

2.83.0

3.43.6

1.8

3.2

0

1

2

3

4

5

Novac bih preuptrebio/la na

krecenje nego naletovanje.

Vikendom ustajemu isto vreme kao iradnim danima.

Ulazem mnogovremena i napora u

gradjenje svojekarijere.

Obicno nemamzelju za vecernjim

izlaskom.



3.64.0 4.2

3.9 3.8 3.94.0 4.13.9

0

1

2

3

4

5

Volim da provodim veceuz TV program.

Nikad ne donosim nijednuznacajnu odluku bezdogovora sa svojom

porodicom.

Naša porodica je naokupu bar za jedan obrok

dnevno.


Attitudes toward Turkish coffee

2.1

2.9

2.0

2.5

3.2

2.52.52.7

1.6

0

1

2

3

4

5

Pijenje kafe loše utice namoje zdravlje

Kafa mi pomaze dasavladam stres

Volim da citam saambalaza o sastojcima

turske kafe



3.4 3.6

2.9

4.2

3.5 3.5

2.9

3.8

2.5 2.63.1

3.8

0

1

2

3

4

5

Veoma mi je vaznoda kafa koju

kupujem ima lepodizajniranopakovanje

Volim da probamnove turske kafekoje se pojave.

Sve markirane crnekafe (koje se mogu

naci kod nas) suslicnog ukusa I

kvaliteta.

Volim da poklonim200g kafe.



4.1

3.4

4.2

2.2

4.23.8

4.1

2.3

4.1

3.3

4.2

1.8

0

1

2

3

4

5

Volim da je pijempolako, da senasladjujem

svakim gutljajem

Kada je popijes,kao da si sebinesto poklonio

Kafa mi najviseprija kada pravimpauzu, nista ne

radim.

Pijem je uzsvakodnevne

poslove, nosim jekako se krecem po

kuci.



1.9

4.1

2.8

4.1

2.4

3.9

3.43.7

2.0

3.8

2.8

3.9

0

1

2

3

4

5

Vise volim da jepijem kada sam

sam

Pijenje kafepodstice na

razgovor

Samo ja znam kakoda skuvam moju

kafu.

Poseban je ugodjajkada ti neko drugiiz porodice spremi

kafu.



2.2

3.02.82.7

3.3

2.22.5

2.8

1.6

0

1

2

3

4

5

Turska kafa je pice viseza starije nego za mladje

ljude.

Savremeno pice Obicno je pijem urestoranima I kaficima



4.1

2.1

4.24.2

2.4

4.24.1

1.9

4.3

0

1

2

3

4

5

Nema sanse da nepopijem jutarnju kafu.

Jutarnju kafu pijem uvekna brzinu.

U jutarnjoj kafi posebnouzivam.


Thank you!

Cluster analysis Consumer segmentation · Consumer segmentation Ipsos Strategic Marketing...

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