A segmentation study on how Czech consumers make household food purchases

Velčovská, Šárka; Prokopová, Vendula Article A segmentation study on how Czech consumers make household food purchases Amfiteatru Economic Provided in Cooperation with: The Bucharest University of Economic Studies Suggested Citation: Velčovská, Šárka; Prokopová, Vendula (2025) : A segmentation study on how Czech consumers make household food purchases, Amfiteatru Economic, ISSN 2247-9104, The Bucharest University of Economic Studies, Bucharest, Vol. 27, Iss. 69, pp. 555-570, https://doi.org/10.24818/EA/2025/69/555 This Version is available at: https://hdl.handle.net/10419/319824 Standard-Nutzungsbedingungen: Die Dokumente auf EconStor dürfen zu eigenen wissenschaftlichen Zwecken und zum Privatgebrauch gespeichert und kopiert werden. Sie dürfen die Dokumente nicht für öffentliche oder kommerzielle Zwecke vervielfältigen, öffentlich ausstellen, öffentlich zugänglich machen, vertreiben oder anderweitig nutzen. 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If the documents have been made available under an Open Content Licence (especially Creative Commons Licences), you may exercise further usage rights as specified in the indicated licence. https://creativecommons.org/licenses/by/4.0/ Food Market Shifts – Challenges for Food Chain Actors AE Vol. 27 • No. 69 • May 2025 555 A SEGMENTATION STUDY ON HOW CZECH CONSUMERS MAKE HOUSEHOLD FOOD PURCHASES Šárka Velčovská1 * and Vendula Prokopová2 1)2) VSB – Technical University of Ostrava, Ostrava, Czech Republic Please cite this article as: Velčovská, Š. and Prokopová, V., 2025. A Segmentation Study on How Czech Consumers Make Household Food Purchases. Amfiteatru Economic, 27(69), pp. 555-570. DOI: https://doi.org/10.24818/EA/2025/69/555 Article History Received: 15 December 2024 Revised: 8 February 2025 Accepted: 18 March 2025 Abstract Understanding consumer behaviour is crucial for companies operating in the food products market, which has undergone numerous changes in recent years. Consumer typology plays a vital role in the development of effective marketing strategies and in catering to diverse consumer needs. The article explores the topic of consumer behaviour in the Czech Republic when making household food purchases. It aimed to develop a consumer typology in the Czech food products market and identify differences between segments based on sociodemographic characteristics, purchasing behaviour and attitudes, including responses to current trends such as price increases and new retail technologies. Quantitative research was conducted on a representative sample of 352 respondents. Using principal component analysis and cluster analysis, five clusters were profiled, namely, the disinterested consumers, the thrifty consumers, the prepared consumers, the modern consumers, and the busy consumers. The study demonstrated how segments differ and which components primarily influence consumers in particular segments. Classifying Czech consumers based on preferences and attitudes is more valuable than traditional segmentation based on sociodemographic characteristics. It can be more useful in setting marketing targets. Keywords: food products market, consumer typology, consumer segments, consumer attitudes, grocery market, principal component analysis, cluster analysis. JEL Classification: C38, C83, L66, M31. * Corresponding author, Šárka Velčovská – e-mail: [email protected] This is an Open Access article distributed under the terms of the Creative Commons Attribution License, which permits unrestricted use, distribution, and reproduction in any medium, provided the original work is properly cited. © 2025 The Author(s). AE A Segmentation Study on How Czech Consumers Make Household Food Purchases 556 Amfiteatru Economic Introduction The food products market is a highly competitive and dynamic industry driven by everchanging consumer demands and preferences. These changes are influenced not only by technological advances, pressure for sustainable behaviour, or interest in a healthy lifestyle, but also by the significant increase in food prices over the last few years. This may affect the structure of consumer segments and the criteria that play a role in household food purchasing decisions. Understanding consumer segments and their behaviour is vital for companies operating in the food products market. Consumer typology offers a framework for categorising consumers based on various dimensions. Existing studies dealing with consumer typologies in the food market use sociodemographic criteria, psychographic criteria, consumer attitudes, or shopping habits (Pestek, Agic and Cinjarevic, 2018; Gumber and Rana, 2021; Tokinomo, 2022). However, there is a research gap where the current significant increase in food prices or consumer attitudes toward new technologies when purchasing are not considered among the existing segmentation criteria, specifically in the Czech grocery market. This study aims to bridge this gap by exploring consumer behaviour and creating a typology of consumers according to their household food purchase habits, adding these criteria to other factors a consumer may consider when buying food for their household. The aim is to find out to what extent these factors have an impact on consumer segments. The paper is structured into several parts. First, a review of the scientific literature on consumer typology in the food product market is done. The research methodology is explained then, and the findings are presented and discussed. In the last part, recommendations and marketing implications are shown, and limitations of research and possibilities for future investigation are mentioned. The scientific contribution of this paper lies in the extension of existing consumer typologies with new criteria that reflect changes affecting household food purchases. Therefore, the study provides a more comprehensive insight into the decisions of consumers today about buying food. The new consumer typology can be useful in determining marketing strategies to target newly defined consumer segments. 1. Review of the scientific literature In line with the paper's focus, the theoretical background is devoted to the importance of market segmentation, approaches to consumer typologies in the food market, and methods used for this purpose. 1.1 The importance of market segmentation Consumer heterogeneity has been observed in the marketplace in recent years, making segmentation a valuable tool for marketers, allowing them to identify distinct groups of consumers with similar characteristics, behaviours, and preferences (Brand, Schwanen and Anable, 2020). Market segmentation divides a large market into more manageable and targeted segments (Kumar and Smith, 2018). Understanding consumer diversity is crucial to customising products and services to match the distinct requirements and preferences of each market segment (Semaan et al., 2024). Market segmentation can be based on a variety of factors, including demographics, geography, psychographics, and behaviour. This involves Food Market Shifts – Challenges for Food Chain Actors AE Vol. 27 • No. 69 • May 2025 557 considering shopping motivations such as variety and convenience, as well as factors such as personality traits, trust, attitude, perceived risk, and enjoyment of shopping (Semaan et al., 2024). The most common segmentation criteria include consumer attitudes, individual preferences, and purchase motives. The differences in the criteria used depend on the topic of the research and the type of product or part of the target food market. With society becoming increasingly fragmented, there has been a growing emphasis on typologies that focus on purchasing behaviour and buying patterns in recent years, making traditional demographic segmentation less relevant (Bauerová, Starzyczná and Zapletalová, 2023). It is also necessary to consider current trends in the food market that influence consumers' decisions when purchasing household food. Therefore, the principal component analysis and cluster analysis used in this study will segment consumers according to the newly created components based on the analysis of consumer behaviour. 1.2 Approaches to consumer typologies in the food products market To create typologies, the authors consider different perspectives, such as customer shopping habits (Tokinomo, 2022), consumer attitudes towards local food (Kumar and Smith, 2018), preferences for food quality labels (Velčovská, 2018; Sadílek, 2019), or consumer responsibility for family food purchases (The Food Industry Association, 2015). Other authors have elaborated on specific typologies in the food market, for example, in terms of attitudes toward organic food (Pestek, Agic and Cinjarevic, 2018; Gumber and Rana, 2021), or perceptions of superfoods (Lucas, et al., 2022). Common segmentation criteria are individual consumer preferences, which each author tailors specifically to their research, as consumer preferences are a huge group of characteristics that can be used. Heide and Olsen (2018) examined segmentation based on how consumers perceive food quality and prestige benefits when purchasing food for special occasions. Figueiredo et al. (2022) focused more on the criteria that consumers value when buying and consuming foods of rural origins. They also used socio-demographic data, but their more specific criteria were products purchased, familiarity with rural areas, and images of food products and their regions of origin. Mesić et al. (2021) divided consumers according to their altruistic motivations and perceived barriers to local food purchases. In another study that focused on local food, the authors chose food-related lifestyle attributes as segmentation criteria (Kumar and Smith, 2018). In Hempel's study (2024), consumers' reactions to rising food prices in Germany were taken as the criterion for segmentation. Conlin and Labban (2019) analysed consumers according to their attitudes, behaviour, and level of participation when buying groceries. In the study of Brand, Schwanen and Anable (2020), a psychographic segmentation approach was applied concerning consumer attitudes towards online grocery shopping. Sustainability is one of the most talked about concepts today, and this topic is intertwined with food consumer typology studies. In addition to sustainability, attitudes toward organic food are also examined. The relationship between food sustainability and food consumers is explored by O’Neill et al. (2023). Their study presents a typology using food consumption habits from buying to disposal. The main factors that influence food consumption include quality attributes, food responsibility, dietary choices, and the way food is organised at home. Sustainability benefits are used along with segmentation criteria when exploring consumer perceptions of superfoods (Lucas et al., 2022). Eco-conscious behaviour in the food sector is also a way to live more sustainably. Funk, Sütterlin and Siegrist (2021) present a consumer AE A Segmentation Study on How Czech Consumers Make Household Food Purchases 558 Amfiteatru Economic segmentation based on eco-friendly behaviour, using the following segmentation criteria: eating habits, percentage of organic food purchased, involvement in food, motives for food choices, mobility and housing behaviour and environmental awareness. A more comprehensive study, “GfK Shopper Typology 2024”, offers comparable shoppertype data in the FMCG (Fast-Moving Consumer Goods) market in different countries. The study focused on shopping behaviour when purchasing food and daily necessities, and shoppers were divided into the following main types according to how they shop and their main expectations: Flexible shopper, heavy loader, convenient shopper, quality shopper, organic shopper, modern shopper, focused discount shopper, discount switcher, and promo hunter. The number and structure of these segments differ between countries. In the Czech Republic, the segment of focused discount shoppers is not represented (Leibmann, Dreyer and Matei, 2022). A picture of the shopping behaviour of Czech consumers when purchasing food products is provided by GfK Shopper Typology 2018. Based on the way they shop and their main expectations, shoppers were divided into five main types, which are “quality for the family” (they want quality), “good value for money” (they want a cheap big purchase), “cheap and close” (they want specific products at a low price), “out of habit” (they want security), “fast” (they want to save time) (GfK, 2018). According to the study "Purchasing Habits 2021" conducted by KPMG and the State Agricultural Intervention Fund, mediated by the STEM/MARK agency, a typology of Czech consumers was created on the food products market. Within the typology, four consumer groups were profiled based on their preference for quality, price, brand, or origin of food. The profiled segments include the quality-oriented consumer segment, the price-oriented consumer segment, the origin and regional products-oriented consumer segment and the brand-oriented consumer segment (KPMG, 2021). Velčovská (2018) and Sadílek (2019) proposed a typology of Czech consumers according to their attitudes toward food quality labels. Sadílek (2019) used awareness and perception of quality labels, willingness to pay a higher price for food with certified quality, and sociodemographic factors as segmentation criteria. The final typology consists of these segments: quality seekers, unconscious shoppers, and impulsive shoppers. Taking into account consumer attitudes towards food quality labels, Velčovská (2018) proposed segments of sceptics, undecideds and supporters. Bauerová, Starzyczná and Zapletalová (2023) segmented Czech consumers according to their behaviour when shopping for food online. They created a typology based on shopping behaviour, personality traits, loyalty, satisfaction with online grocery shopping, and frequency of social media use. The resulting segments were identified as quality-oriented shoppers, influential utilitarians, loyal traditionalists, satisfied conditional loyalists, and mobile eco-sympathisers. The relationship of Czech consumers with organic food was examined by Koudelka (2013), who primarily focused on the potential of using different types of consumer segmentation approaches in this market, rather than on consumer attitudes towards organic food per se. In particular, he examined variables related to consumer behaviour and lifestyle. The summary of consumer typologies in the food products market conducted in the last 10 years is presented below (Table no. 1). In the table, only generally focused typologies are mentioned, i.e. not focused on only one food category (e.g. meat). Food Market Shifts – Challenges for Food Chain Actors AE Vol. 27 • No. 69 • May 2025 559 Table no. 1. Summary of consumer typologies in the food products market Authors Methodology Segmentation criteria Segments Bauerová, Starzyczná and Zapletalová (2023) online survey N=773 Czech Republic customer behaviour when shopping for food online Quality-oriented shoppers; Influential utilitarians; Loyal traditionalists; Satisfied conditional loyalists; Movable eco-sympathizers Brand, Schwanen and Anable (2020) online survey N=2,032 United Kingdom psychographic segmentation approach – the Theory of planned behaviour and the Technology Acceptance Model Intensive urbanites; Online omnivores; Resisting and responsible; Uncaring multitude; Willing but struggling Conlin and Labban (2019) online survey N=14,807; USA attitudes and behaviours of grocery shoppers High and low involvement grocery shoppers Figueiredo et al. (2022) personal and online survey N=1,553; Portugal rural food selection criteria, shopping preferences Influenced; Provenance seekers; All embracers Lucas et al. (2022) mail survey N=423; Switzerland consumer perceptions towards superfoods Super foodies; Adventurous; Involved; Indifferent; Sceptical; Rejecters Funk, Sütterlin and Siegrist (2021) PAPI N=817 Switzerland Eco-conscious behaviour in the food sector Meat and fish eaters; Originfocused food savers; Ambiguous consumers; Food waste reduction sharers; Renouncement aversives; Pro-environmental consumers Gumber and Rana (2021) personal survey N=566 India consumer attitudes towards organic food and their buying patterns Incognizant; Critical; Conservative; Unconcerned; Congruent consumers Heide and Olsen (2018) web-based survey N=851 Norway the quality importance and prestige benefits when buying food for a special occasion Perfectionists; Premium; Luxuryseeking; Value focussed Hempel (2024) online survey N=1,000; Germany Consumer responses to rising food prices Light adjusters; Savers; Controversialists Kumar and Smith (2018) survey N=502; USA consumer attitudes toward local food, food-related lifestyle attributes Impromptu novelty explorer; Uninvolved connoisseur; Involved information seeker; Apathetic local food consumer Mesić et al. (2021) online survey N=402; Croatia altruistic motivations and perceived purchasing barriers Embedded local food consumers; Disinclined local food consumers O’Neill et al. (2023) online survey N=324; Ireland food consumption practices Food dabblers; Food appreciators; Pro-sus; Pressured Pestek, Agic and Cinjarevic (2018) online survey N=202; Bosnia and Herzegovina organic food knowledge, attitudes towards organic food and organic food purchase, consumer innovation Enthusiastic social-seekers; Enthusiastic moralists; Hostile seldom shoppers; Hostile heavy shoppers Sadílek (2019) individual interviews N=444 Czech Republic preferences for food quality labels Quality seekers; Unconscious shoppers; Impulsive shoppers Velčovská (2018) online survey N=631, Czech Republic attitudes towards food quality labels Sceptics; Undecideds; Supporters Based on the summary (Table no. 1), it is clear that individual authors use different segmentation criteria when segmenting consumers in the food market. They usually focus on a specific topic, e.g. attitudes towards food quality, attitudes toward food prices, attitudes towards organic food, rural provenance foods, superfoods, or local foods, attitudes towards food quality labels, environmentally friendly behaviour, online food shopping, level of involvement of grocery shoppers, etc. AE A Segmentation Study on How Czech Consumers Make Household Food Purchases 560 Amfiteatru Economic Our study aims to fill a research gap in the scientific literature, as the previous researches have primarily focused on traditional segmentation criteria and do not include current trends in the food market, i.e., a significant increase in food prices and consumer attitudes toward new retail technologies, specifically on the Czech market. Therefore, the paper applies a more comprehensive approach by adding these criteria. The intention is to create an up-to-date consumer typology, to find out to what extent the mentioned factors influence the structure of consumer segments on the Czech market, and to gain a better understanding of the purchasing behaviour and decision-making of Czech households. The following research questions (RQ) were formulated: RQ1: What are the key components that influence Czech consumers when buying food and how influence the structure of consumer segments in the Czech grocery market? RQ2: In the period of rising food prices on the Czech market, does the price-oriented consumer segment prevail over the quality-oriented consumer segment? RQ3: Will the structure of consumer segments be affected by the trend of new retail technologies (scan-and-go, NFC payments, self-service checkouts)? 1.3 Methods used to create a consumer typology Factor and cluster analysis are the most common methods used to analyse consumer behaviour and attitudes. Authors studying consumer attitudes in the food market apply a combination of these methods and cluster analysis alone, sometimes supplemented by other methods. Heide and Olsen (2018), Sadílek (2019), Frank and Peschel (2020), Funk, Sütterlin and Siegrist (2021), Figueiredo, et al. (2022), Lucas, et al. (2022) only use cluster analysis. The most common is a combination of cluster and factor analysis (Kumar and Smith, 2018; Mesić, et al., 2021; Bauerová, Starzyczná and Zapletalová, 2023; O'Neill et al., 2023). Factor analysis is most often chosen as a method to identify the factors that influence the most consumer buying behaviour. These factors are then usually used as segmentation criteria when creating a typology based on cluster analysis. Some authors have also used other methods in their research, such as multinomial logistic regression, principal component analysis, discriminant analysis or latent profile analysis (Conlin and Labban, 2019; Brand, Schwanen and Anable, 2020; Dana et al., 2021). The authors of this paper use a combination of principal component analysis and cluster analysis. 2. Research methodology The research study aimed to categorise Czech consumers within the grocery market and suggest a consumer typology considering household food purchase habits. Primary data was collected through a questionnaire survey, using the CAWI (Computer Assisted Web Interviewing) technique. The basic sample consists of residents of the Czech Republic who make all or part of their household food purchasing decisions and fall into the age category of 18-75 years. Quota sampling was used and quotas were defined based on data from the Czech Statistical Office on the age composition of the Czech population. These residents were divided into six age groups. The gender ratio was established at 70 % female and 30 % male, as household food purchasing is carried out predominantly by women (KPMG, 2021), and they are considered nutritional guardians of the household (Crane et al., 2019). Data collection was carried out in February 2023. A total of 377 respondents participated in the survey. Those respondents who did not meet the requirements of the base population were Food Market Shifts – Challenges for Food Chain Actors AE Vol. 27 • No. 69 • May 2025 561 excluded from the survey by answering "no" to the first question: "Do you make decisions about food purchases for your household?". The total number of respondents eliminated was 25. The relevant respondents totalled 352 (Table no. 2). Table no. 2. Structure of the Czech population and sample N=352 Czech population Sample Characteristics Percentage Percentage Frequency Gender* Men 49.00 % 30.97 % 109 Women 51.00 % 69.03 % 243 Age 18 – 25 years 10.66 % 12.50 % 44 26 – 35 years 16.35 % 17.05 % 60 36 – 45 years 19.92 % 18.75 % 66 46 – 55 years 21.27 % 20.45 % 72 56 – 65 years 16.14 % 16.48 % 58 66 – 75 years 15.66 % 14.77 % 52 Total 100.00 % 100.00 % 352 *Note: The gender ratio in the sample was determined using the judgment technique to be 70 % female and 30 % male, as women are primarily responsible for purchasing food for the household. Source: Czech Statistical Office, 2023 and own research The thematic areas of the questionnaire were consumer habits in the food market, the choice of the place of purchase, the importance of food quality, the role of price, the usual course of food purchase, sources of information about food, attitudes toward new in-store technologies and the sociodemographic data (gender, age, highest educational attainment, social status, household income, number of household members and size of residence). The structured questionnaire included a series of 16 statements related to grocery shopping. Statements were evaluated using a five-point scale of agreement. This enabled the subsequent use of principal component analysis and cluster analysis to create a typology of consumers. The questionnaire was distributed through social networks, mainly to specified online forums and groups on beverage and grocery shopping. Data analysis was performed using IBM SPSS and MS Excel software. Additionally, to standard analytical procedures, principal component analysis and cluster analyses were applied to perform segmentation and create consumer typology. Principal component analysis allows reducing the number of variables in a dataset while preserving as much information as possible (Karamizadeh et al., 2013). This method was applied in the research specifically for the battery of statements, with a reduction from 16 original statements to five new components. In the subsequent cluster analysis, the clustering was performed on five new components. In the first step, Ward's method was applied, based on which the number of clusters was set to five. The correctness of the number of clusters was checked by the Kmeans method, the calculation was made for four, five, and six clusters. Based on the results of the K-means method for different numbers of clusters, the resulting number of clusters was confirmed to be five as the most appropriate distribution of the number of respondents in individual clusters. When comparing the results of the K-means and Ward's method, the output of the K-means method was used because the cluster structure was more consistent and logical. Additionally, analysis of variance (ANOVA) was used to test whether the differences between the observed groups were statistically significant. The chi-squared test of independence was used for categorical variables. AE A Segmentation Study on How Czech Consumers Make Household Food Purchases 562 Amfiteatru Economic 3. Results and discussion The results are categorised into five sections: Consumer attitudes towards household food shopping, identification of the segmentation criteria, creation of a consumer typology using cluster analysis, sociodemographic profile of the consumer segments, and discussion. 3.1 Consumer attitudes toward household food shopping Respondents evaluated 16 statements regarding their attitudes toward household food purchases. For the evaluation, a Likert five-point agreement scale was used (1 means strong agreement, 5 is strong disagreement). The mean scores indicating the level of agreement with the statements are shown in Table no. 3. The respondents were more likely to agree with the statement about saving money by buying food on sale or special offers. They also expressed a relatively strong agreement with the purchase of good quality food. The lowest (but average) level of agreement was found for the statements that they choose a store based on discounts from leaflets and that they like to use new retail technologies. Table no. 3. Mean scores of agreement with statements related to household food shopping (1 – I completely disagree, 5 – I completely agree) Statement Mean score Standard deviation I try to save money by buying food on sale or special offer. 4.16 1.11 When I shop for food, I try to buy mainly good quality food. 3.95 0.98 I try to save money when I shop for food. 3.88 1.14 I mainly buy food based on what other family members like. 3.64 1.27 I try to save money by buying less semi-finished food. 3.62 1.30 I usually choose the nearest store to where I live or travel. 3.52 1.32 Quality is more important to me than price when I buy food. 3.46 1.05 I often buy food on impulse and buy things I didn't have on my list or plan. 3.45 1.28 I prefer food produced in the Czech Republic. 3.40 1.28 I enjoy shopping for food, I like to choose what I buy. 3.39 1.35 I always have a shopping list when I go shopping. 3.32 1.41 I like to try new foods. 3.27 1.16 I like to save time when shopping for food. 3.20 1.23 I regularly look at food retailers' leaflets. 3.05 1.50 I like to use new technologies when shopping (scan and go, NFC payments, self-service checkouts). 3.00 1.50 When shopping for food, I choose a store based on discounts from leaflets. 2.84 1.50 3.2 Identification of the segmentation criteria Principal component analysis was performed on the set of 16 statements to reduce them to fewer components that influence family food purchases, thus allowing for more convenient use and interpretation of the ongoing cluster analysis. The Kaiser-Meyer-Olkin (KMO) measure and Bartlett's test of sphericity were performed to confirm the adequacy of the principal component analysis. Both conditions were met. The KMO measure of sampling adequacy is 0.708. In Bartlett's Test of Sphericity, the approximate Chi-square is 1446.264, p-value <0.001. Therefore, the use of principal component analysis is appropriate. Once all the conditions had been verified, the principal component analysis was carried out with Varimax rotation. The 16 original statements were reduced to five new components. These Food Market Shifts – Challenges for Food Chain Actors AE Vol. 27 • No. 69 • May 2025 569 References Bauerová, R., Starzyczná, H. and Zapletalová, Š., 2023. Who are online grocery shoppers? E&M Economics and Management, 26(1), pp.186-205. https://doi.org/10.15240/tul/ 001/2023-1-011. Brand, C., Schwanen, T. and Anable, J., 2020. ‘Online Omnivores’ or ‘Willing but struggling’? 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