Velčo ská, Šá ka; P okopo á, Vendula
A icle
A segmen a ion s udy on how Czech consume s make
household ood pu chases
Am i ea u Economic
P o ided in Coope a ion wi h:
The Bucha es Uni e si y o Economic S udies
Sugges ed Ci a ion: Velčo ská, Šá ka; P okopo á, Vendula (2025) : A segmen a ion s udy on how
Czech consume s make household ood pu chases, Am i ea u Economic, ISSN 2247-9104, The
Bucha es Uni e si y o Economic S udies, Bucha es , Vol. 27, Iss. 69, pp. 555-570,
h ps://doi.o g/10.24818/EA/2025/69/555
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Food Ma ke Shi s – Challenges o Food Chain Ac o s
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Vol. 27 • No. 69 • May 2025 555
A SEGMENTATION STUDY ON HOW CZECH CONSUMERS MAKE
HOUSEHOLD FOOD PURCHASES
Šá ka Velčo ská1
*
and Vendula P okopo á2
1)2) VSB – Technical Uni e si y o Os a a, Os a a, Czech Republic
Please ci e his a icle as:
Velčo ská, Š. and P okopo á, V., 2025. A Segmen a ion
S udy on How Czech Consume s Make Household Food
Pu chases. Am i ea u Economic, 27(69), pp. 555-570.
DOI: h ps://doi.o g/10.24818/EA/2025/69/555
A icle His o y
Recei ed: 15 Decembe 2024
Re ised: 8 Feb ua y 2025
Accep ed: 18 Ma ch 2025
Abs ac
Unde s anding consume beha iou is c ucial o companies ope a ing in he ood p oduc s
ma ke , which has unde gone nume ous changes in ecen yea s. Consume ypology plays a
i al ole in he de elopmen o e ec i e ma ke ing s a egies and in ca e ing o di e se
consume needs. The a icle explo es he opic o consume beha iou in he Czech Republic
when making household ood pu chases. I aimed o de elop a consume ypology in he
Czech ood p oduc s ma ke and iden i y di e ences be ween segmen s based on
sociodemog aphic cha ac e is ics, pu chasing beha iou and a i udes, including esponses o
cu en ends such as p ice inc eases and new e ail echnologies. Quan i a i e esea ch was
conduc ed on a ep esen a i e sample o 352 esponden s. Using p incipal componen
analysis and clus e analysis, i e clus e s we e p o iled, namely, he disin e es ed consume s,
he h i y consume s, he p epa ed consume s, he mode n consume s, and he busy
consume s. The s udy demons a ed how segmen s di e and which componen s p ima ily
in luence consume s in pa icula segmen s. Classi ying Czech consume s based on
p e e ences and a i udes is mo e aluable han adi ional segmen a ion based on
sociodemog aphic cha ac e is ics. I can be mo e use ul in se ing ma ke ing a ge s.
Keywo ds: ood p oduc s ma ke , consume ypology, consume segmen s, consume
a i udes, g oce y ma ke , p incipal componen analysis, clus e analysis.
JEL Classi ica ion: C38, C83, L66, M31.
*
Co esponding au ho , Šá ka Velčo ská – e-mail: [email p o ec ed]
This is an Open Access a icle dis ibu ed unde he e ms o he C ea i e Commons
A ibu ion License, which pe mi s un es ic ed use, dis ibu ion, and ep oduc ion in
any medium, p o ided he o iginal wo k is p ope ly ci ed. © 2025 The Au ho (s).
AE
A Segmen a ion S udy on How Czech Consume s
Make Household Food Pu chases
556 Am i ea u Economic
In oduc ion
The ood p oduc s ma ke is a highly compe i i e and dynamic indus y d i en by e e -
changing consume demands and p e e ences. These changes a e in luenced no only by
echnological ad ances, p essu e o sus ainable beha iou , o in e es in a heal hy li es yle,
bu also by he signi ican inc ease in ood p ices o e he las ew yea s. This may a ec he
s uc u e o consume segmen s and he c i e ia ha play a ole in household ood pu chasing
decisions. Unde s anding consume segmen s and hei beha iou is i al o companies
ope a ing in he ood p oduc s ma ke .
Consume ypology o e s a amewo k o ca ego ising consume s based on a ious
dimensions. Exis ing s udies dealing wi h consume ypologies in he ood ma ke use
sociodemog aphic c i e ia, psychog aphic c i e ia, consume a i udes, o shopping habi s
(Pes ek, Agic and Cinja e ic, 2018; Gumbe and Rana, 2021; Tokinomo, 2022). Howe e ,
he e is a esea ch gap whe e he cu en signi ican inc ease in ood p ices o consume
a i udes owa d new echnologies when pu chasing a e no conside ed among he exis ing
segmen a ion c i e ia, speci ically in he Czech g oce y ma ke . This s udy aims o b idge
his gap by explo ing consume beha iou and c ea ing a ypology o consume s acco ding
o hei household ood pu chase habi s, adding hese c i e ia o o he ac o s a consume may
conside when buying ood o hei household. The aim is o ind ou o wha ex en hese
ac o s ha e an impac on consume segmen s.
The pape is s uc u ed in o se e al pa s. Fi s , a e iew o he scien i ic li e a u e on
consume ypology in he ood p oduc ma ke is done. The esea ch me hodology is
explained hen, and he indings a e p esen ed and discussed. In he las pa ,
ecommenda ions and ma ke ing implica ions a e shown, and limi a ions o esea ch and
possibili ies o u u e in es iga ion a e men ioned.
The scien i ic con ibu ion o his pape lies in he ex ension o exis ing consume ypologies
wi h new c i e ia ha e lec changes a ec ing household ood pu chases. The e o e, he
s udy p o ides a mo e comp ehensi e insigh in o he decisions o consume s oday abou
buying ood. The new consume ypology can be use ul in de e mining ma ke ing s a egies
o a ge newly de ined consume segmen s.
1. Re iew o he scien i ic li e a u e
In line wi h he pape 's ocus, he heo e ical backg ound is de o ed o he impo ance o
ma ke segmen a ion, app oaches o consume ypologies in he ood ma ke , and me hods
used o his pu pose.
1.1 The impo ance o ma ke segmen a ion
Consume he e ogenei y has been obse ed in he ma ke place in ecen yea s, making
segmen a ion a aluable ool o ma ke e s, allowing hem o iden i y dis inc g oups o
consume s wi h simila cha ac e is ics, beha iou s, and p e e ences (B and, Schwanen and
Anable, 2020). Ma ke segmen a ion di ides a la ge ma ke in o mo e manageable and
a ge ed segmen s (Kuma and Smi h, 2018). Unde s anding consume di e si y is c ucial o
cus omising p oduc s and se ices o ma ch he dis inc equi emen s and p e e ences o each
ma ke segmen (Semaan e al., 2024). Ma ke segmen a ion can be based on a a ie y o
ac o s, including demog aphics, geog aphy, psychog aphics, and beha iou . This in ol es
Food Ma ke Shi s – Challenges o Food Chain Ac o s
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Vol. 27 • No. 69 • May 2025 557
conside ing shopping mo i a ions such as a ie y and con enience, as well as ac o s such as
pe sonali y ai s, us , a i ude, pe cei ed isk, and enjoymen o shopping (Semaan e al.,
2024). The mos common segmen a ion c i e ia include consume a i udes, indi idual
p e e ences, and pu chase mo i es. The di e ences in he c i e ia used depend on he opic
o he esea ch and he ype o p oduc o pa o he a ge ood ma ke .
Wi h socie y becoming inc easingly agmen ed, he e has been a g owing emphasis on
ypologies ha ocus on pu chasing beha iou and buying pa e ns in ecen yea s, making
adi ional demog aphic segmen a ion less ele an (Baue o á, S a zyczná and Zaple alo á,
2023). I is also necessa y o conside cu en ends in he ood ma ke ha in luence
consume s' decisions when pu chasing household ood. The e o e, he p incipal componen
analysis and clus e analysis used in his s udy will segmen consume s acco ding o he
newly c ea ed componen s based on he analysis o consume beha iou .
1.2 App oaches o consume ypologies in he ood p oduc s ma ke
To c ea e ypologies, he au ho s conside di e en pe spec i es, such as cus ome shopping
habi s (Tokinomo, 2022), consume a i udes owa ds local ood (Kuma and Smi h, 2018),
p e e ences o ood quali y labels (Velčo ská, 2018; Sadílek, 2019), o consume
esponsibili y o amily ood pu chases (The Food Indus y Associa ion, 2015). O he
au ho s ha e elabo a ed on speci ic ypologies in he ood ma ke , o example, in e ms o
a i udes owa d o ganic ood (Pes ek, Agic and Cinja e ic, 2018; Gumbe and Rana, 2021),
o pe cep ions o supe oods (Lucas, e al., 2022).
Common segmen a ion c i e ia a e indi idual consume p e e ences, which each au ho
ailo s speci ically o hei esea ch, as consume p e e ences a e a huge g oup o
cha ac e is ics ha can be used. Heide and Olsen (2018) examined segmen a ion based on
how consume s pe cei e ood quali y and p es ige bene i s when pu chasing ood o special
occasions. Figuei edo e al. (2022) ocused mo e on he c i e ia ha consume s alue when
buying and consuming oods o u al o igins. They also used socio-demog aphic da a, bu
hei mo e speci ic c i e ia we e p oduc s pu chased, amilia i y wi h u al a eas, and images
o ood p oduc s and hei egions o o igin. Mesić e al. (2021) di ided consume s acco ding
o hei al uis ic mo i a ions and pe cei ed ba ie s o local ood pu chases. In ano he s udy
ha ocused on local ood, he au ho s chose ood- ela ed li es yle a ibu es as segmen a ion
c i e ia (Kuma and Smi h, 2018).
In Hempel's s udy (2024), consume s' eac ions o ising ood p ices in Ge many we e aken
as he c i e ion o segmen a ion. Conlin and Labban (2019) analysed consume s acco ding
o hei a i udes, beha iou , and le el o pa icipa ion when buying g oce ies. In he s udy o
B and, Schwanen and Anable (2020), a psychog aphic segmen a ion app oach was applied
conce ning consume a i udes owa ds online g oce y shopping.
Sus ainabili y is one o he mos alked abou concep s oday, and his opic is in e wined
wi h ood consume ypology s udies. In addi ion o sus ainabili y, a i udes owa d o ganic
ood a e also examined. The ela ionship be ween ood sus ainabili y and ood consume s is
explo ed by O’Neill e al. (2023). Thei s udy p esen s a ypology using ood consump ion
habi s om buying o disposal. The main ac o s ha in luence ood consump ion include
quali y a ibu es, ood esponsibili y, die a y choices, and he way ood is o ganised a home.
Sus ainabili y bene i s a e used along wi h segmen a ion c i e ia when explo ing consume
pe cep ions o supe oods (Lucas e al., 2022). Eco-conscious beha iou in he ood sec o is
also a way o li e mo e sus ainably. Funk, Sü e lin and Sieg is (2021) p esen a consume
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A Segmen a ion S udy on How Czech Consume s
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558 Am i ea u Economic
segmen a ion based on eco- iendly beha iou , using he ollowing segmen a ion c i e ia:
ea ing habi s, pe cen age o o ganic ood pu chased, in ol emen in ood, mo i es o ood
choices, mobili y and housing beha iou and en i onmen al awa eness.
A mo e comp ehensi e s udy, “G K Shoppe Typology 2024”, o e s compa able shoppe -
ype da a in he FMCG (Fas -Mo ing Consume Goods) ma ke in di e en coun ies. The
s udy ocused on shopping beha iou when pu chasing ood and daily necessi ies, and
shoppe s we e di ided in o he ollowing main ypes acco ding o how hey shop and hei
main expec a ions: Flexible shoppe , hea y loade , con enien shoppe , quali y shoppe ,
o ganic shoppe , mode n shoppe , ocused discoun shoppe , discoun swi che , and p omo
hun e . The numbe and s uc u e o hese segmen s di e be ween coun ies. In he Czech
Republic, he segmen o ocused discoun shoppe s is no ep esen ed (Leibmann, D eye
and Ma ei, 2022). A pic u e o he shopping beha iou o Czech consume s when pu chasing
ood p oduc s is p o ided by G K Shoppe Typology 2018. Based on he way hey shop and
hei main expec a ions, shoppe s we e di ided in o i e main ypes, which a e “quali y o
he amily” ( hey wan quali y), “good alue o money” ( hey wan a cheap big pu chase),
“cheap and close” ( hey wan speci ic p oduc s a a low p ice), “ou o habi ” ( hey wan
secu i y), “ as ” ( hey wan o sa e ime) (G K, 2018).
Acco ding o he s udy "Pu chasing Habi s 2021" conduc ed by KPMG and he S a e
Ag icul u al In e en ion Fund, media ed by he STEM/MARK agency, a ypology o Czech
consume s was c ea ed on he ood p oduc s ma ke . Wi hin he ypology, ou consume
g oups we e p o iled based on hei p e e ence o quali y, p ice, b and, o o igin o ood.
The p o iled segmen s include he quali y-o ien ed consume segmen , he p ice-o ien ed
consume segmen , he o igin and egional p oduc s-o ien ed consume segmen and he
b and-o ien ed consume segmen (KPMG, 2021).
Velčo ská (2018) and Sadílek (2019) p oposed a ypology o Czech consume s acco ding o
hei a i udes owa d ood quali y labels. Sadílek (2019) used awa eness and pe cep ion o
quali y labels, willingness o pay a highe p ice o ood wi h ce i ied quali y, and
sociodemog aphic ac o s as segmen a ion c i e ia. The inal ypology consis s o hese
segmen s: quali y seeke s, unconscious shoppe s, and impulsi e shoppe s. Taking in o
accoun consume a i udes owa ds ood quali y labels, Velčo ská (2018) p oposed
segmen s o scep ics, undecideds and suppo e s.
Baue o á, S a zyczná and Zaple alo á (2023) segmen ed Czech consume s acco ding o hei
beha iou when shopping o ood online. They c ea ed a ypology based on shopping
beha iou , pe sonali y ai s, loyal y, sa is ac ion wi h online g oce y shopping, and
equency o social media use. The esul ing segmen s we e iden i ied as quali y-o ien ed
shoppe s, in luen ial u ili a ians, loyal adi ionalis s, sa is ied condi ional loyalis s, and
mobile eco-sympa hise s.
The ela ionship o Czech consume s wi h o ganic ood was examined by Koudelka (2013),
who p ima ily ocused on he po en ial o using di e en ypes o consume segmen a ion
app oaches in his ma ke , a he han on consume a i udes owa ds o ganic ood pe se. In
pa icula , he examined a iables ela ed o consume beha iou and li es yle.
The summa y o consume ypologies in he ood p oduc s ma ke conduc ed in he las 10
yea s is p esen ed below (Table no. 1). In he able, only gene ally ocused ypologies a e
men ioned, i.e. no ocused on only one ood ca ego y (e.g. mea ).
Food Ma ke Shi s – Challenges o Food Chain Ac o s
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Vol. 27 • No. 69 • May 2025 559
Table no. 1. Summa y o consume ypologies in he ood p oduc s ma ke
Au ho s
Me hodology
Segmen a ion c i e ia
Segmen s
Baue o á,
S a zyczná and
Zaple alo á (2023)
online su ey
N=773
Czech Republic
cus ome beha iou when
shopping o ood online
Quali y-o ien ed shoppe s;
In luen ial u ili a ians; Loyal
adi ionalis s; Sa is ied
condi ional loyalis s; Mo able
eco-sympa hize s
B and, Schwanen
and Anable (2020)
online su ey
N=2,032
Uni ed Kingdom
psychog aphic segmen a ion
app oach – he Theo y o
planned beha iou and he
Technology Accep ance Model
In ensi e u bani es; Online
omni o es; Resis ing and
esponsible; Unca ing mul i ude;
Willing bu s uggling
Conlin and Labban
(2019)
online su ey
N=14,807; USA
a i udes and beha iou s o
g oce y shoppe s
High and low in ol emen
g oce y shoppe s
Figuei edo e al.
(2022)
pe sonal and online
su ey
N=1,553; Po ugal
u al ood selec ion c i e ia,
shopping p e e ences
In luenced; P o enance seeke s;
All emb ace s
Lucas e al. (2022)
mail su ey
N=423; Swi ze land
consume pe cep ions
owa ds supe oods
Supe oodies; Ad en u ous;
In ol ed; Indi e en ; Scep ical;
Rejec e s
Funk, Sü e lin and
Sieg is (2021)
PAPI
N=817
Swi ze land
Eco-conscious beha iou in
he ood sec o
Mea and ish ea e s; O igin-
ocused ood sa e s; Ambiguous
consume s; Food was e educ ion
sha e s; Renouncemen a e si es;
P o-en i onmen al consume s
Gumbe and Rana
(2021)
pe sonal su ey
N=566
India
consume a i udes owa ds
o ganic ood and hei buying
pa e ns
Incognizan ; C i ical;
Conse a i e; Unconce ned;
Cong uen consume s
Heide and Olsen
(2018)
web-based su ey
N=851
No way
he quali y impo ance and
p es ige bene i s when buying
ood o a special occasion
Pe ec ionis s; P emium; Luxu y-
seeking; Value ocussed
Hempel (2024)
online su ey
N=1,000; Ge many
Consume esponses o ising
ood p ices
Ligh adjus e s; Sa e s;
Con o e sialis s
Kuma and Smi h
(2018)
su ey
N=502; USA
consume a i udes owa d
local ood, ood- ela ed
li es yle a ibu es
Imp omp u no el y explo e ;
Unin ol ed connoisseu ;
In ol ed in o ma ion seeke ;
Apa he ic local ood consume
Mesić e al. (2021)
online su ey
N=402; C oa ia
al uis ic mo i a ions and
pe cei ed pu chasing ba ie s
Embedded local ood consume s;
Disinclined local ood consume s
O’Neill e al. (2023)
online su ey
N=324; I eland
ood consump ion p ac ices
Food dabble s; Food app ecia o s;
P o-sus; P essu ed
Pes ek, Agic and
Cinja e ic (2018)
online su ey
N=202; Bosnia and
He zego ina
o ganic ood knowledge,
a i udes owa ds o ganic ood
and o ganic ood pu chase,
consume inno a ion
En husias ic social-seeke s;
En husias ic mo alis s; Hos ile
seldom shoppe s; Hos ile hea y
shoppe s
Sadílek (2019)
indi idual in e iews
N=444
Czech Republic
p e e ences o ood quali y
labels
Quali y seeke s; Unconscious
shoppe s; Impulsi e shoppe s
Velčo ská (2018)
online su ey
N=631,
Czech Republic
a i udes owa ds ood quali y
labels
Scep ics; Undecideds; Suppo e s
Based on he summa y (Table no. 1), i is clea ha indi idual au ho s use di e en
segmen a ion c i e ia when segmen ing consume s in he ood ma ke . They usually ocus on
a speci ic opic, e.g. a i udes owa ds ood quali y, a i udes owa d ood p ices, a i udes
owa ds o ganic ood, u al p o enance oods, supe oods, o local oods, a i udes owa ds
ood quali y labels, en i onmen ally iendly beha iou , online ood shopping, le el o
in ol emen o g oce y shoppe s, e c.
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A Segmen a ion S udy on How Czech Consume s
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560 Am i ea u Economic
Ou s udy aims o ill a esea ch gap in he scien i ic li e a u e, as he p e ious esea ches
ha e p ima ily ocused on adi ional segmen a ion c i e ia and do no include cu en ends
in he ood ma ke , i.e., a signi ican inc ease in ood p ices and consume a i udes owa d
new e ail echnologies, speci ically on he Czech ma ke . The e o e, he pape applies a mo e
comp ehensi e app oach by adding hese c i e ia. The in en ion is o c ea e an up- o-da e
consume ypology, o ind ou o wha ex en he men ioned ac o s in luence he s uc u e
o consume segmen s on he Czech ma ke , and o gain a be e unde s anding o he
pu chasing beha iou and decision-making o Czech households. The ollowing esea ch
ques ions (RQ) we e o mula ed:
RQ1: Wha a e he key componen s ha in luence Czech consume s when buying ood and
how in luence he s uc u e o consume segmen s in he Czech g oce y ma ke ?
RQ2: In he pe iod o ising ood p ices on he Czech ma ke , does he p ice-o ien ed
consume segmen p e ail o e he quali y-o ien ed consume segmen ?
RQ3: Will he s uc u e o consume segmen s be a ec ed by he end o new e ail
echnologies (scan-and-go, NFC paymen s, sel -se ice checkou s)?
1.3 Me hods used o c ea e a consume ypology
Fac o and clus e analysis a e he mos common me hods used o analyse consume
beha iou and a i udes. Au ho s s udying consume a i udes in he ood ma ke apply a
combina ion o hese me hods and clus e analysis alone, some imes supplemen ed by o he
me hods. Heide and Olsen (2018), Sadílek (2019), F ank and Peschel (2020), Funk, Sü e lin
and Sieg is (2021), Figuei edo, e al. (2022), Lucas, e al. (2022) only use clus e analysis.
The mos common is a combina ion o clus e and ac o analysis (Kuma and Smi h, 2018;
Mesić, e al., 2021; Baue o á, S a zyczná and Zaple alo á, 2023; O'Neill e al., 2023). Fac o
analysis is mos o en chosen as a me hod o iden i y he ac o s ha in luence he mos
consume buying beha iou . These ac o s a e hen usually used as segmen a ion c i e ia
when c ea ing a ypology based on clus e analysis. Some au ho s ha e also used o he
me hods in hei esea ch, such as mul inomial logis ic eg ession, p incipal componen
analysis, disc iminan analysis o la en p o ile analysis (Conlin and Labban, 2019; B and,
Schwanen and Anable, 2020; Dana e al., 2021). The au ho s o his pape use a combina ion
o p incipal componen analysis and clus e analysis.
2. Resea ch me hodology
The esea ch s udy aimed o ca ego ise Czech consume s wi hin he g oce y ma ke and
sugges a consume ypology conside ing household ood pu chase habi s. P ima y da a was
collec ed h ough a ques ionnai e su ey, using he CAWI (Compu e Assis ed Web
In e iewing) echnique. The basic sample consis s o esiden s o he Czech Republic who
make all o pa o hei household ood pu chasing decisions and all in o he age ca ego y
o 18-75 yea s. Quo a sampling was used and quo as we e de ined based on da a om he
Czech S a is ical O ice on he age composi ion o he Czech popula ion. These esiden s
we e di ided in o six age g oups. The gende a io was es ablished a 70 % emale and 30 %
male, as household ood pu chasing is ca ied ou p edominan ly by women (KPMG, 2021),
and hey a e conside ed nu i ional gua dians o he household (C ane e al., 2019). Da a
collec ion was ca ied ou in Feb ua y 2023. A o al o 377 esponden s pa icipa ed in he
su ey. Those esponden s who did no mee he equi emen s o he base popula ion we e
Food Ma ke Shi s – Challenges o Food Chain Ac o s
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Vol. 27 • No. 69 • May 2025 561
excluded om he su ey by answe ing "no" o he i s ques ion: "Do you make decisions
abou ood pu chases o you household?". The o al numbe o esponden s elimina ed was
25. The ele an esponden s o alled 352 (Table no. 2).
Table no. 2. S uc u e o he Czech popula ion and sample
N=352
Czech popula ion
Sample
Cha ac e is ics
Pe cen age
Pe cen age
F equency
Gende *
Men
49.00 %
30.97 %
109
Women
51.00 %
69.03 %
243
Age
18 – 25 yea s
10.66 %
12.50 %
44
26 – 35 yea s
16.35 %
17.05 %
60
36 – 45 yea s
19.92 %
18.75 %
66
46 – 55 yea s
21.27 %
20.45 %
72
56 – 65 yea s
16.14 %
16.48 %
58
66 – 75 yea s
15.66 %
14.77 %
52
To al
100.00 %
100.00 %
352
*No e: The gende a io in he sample was de e mined using he judgmen echnique o be 70 % emale
and 30 % male, as women a e p ima ily esponsible o pu chasing ood o he household.
Sou ce: Czech S a is ical O ice, 2023 and own esea ch
The hema ic a eas o he ques ionnai e we e consume habi s in he ood ma ke , he choice
o he place o pu chase, he impo ance o ood quali y, he ole o p ice, he usual cou se o
ood pu chase, sou ces o in o ma ion abou ood, a i udes owa d new in-s o e echnologies
and he sociodemog aphic da a (gende , age, highes educa ional a ainmen , social s a us,
household income, numbe o household membe s and size o esidence). The s uc u ed
ques ionnai e included a se ies o 16 s a emen s ela ed o g oce y shopping. S a emen s we e
e alua ed using a i e-poin scale o ag eemen . This enabled he subsequen use o p incipal
componen analysis and clus e analysis o c ea e a ypology o consume s. The ques ionnai e
was dis ibu ed h ough social ne wo ks, mainly o speci ied online o ums and g oups on
be e age and g oce y shopping.
Da a analysis was pe o med using IBM SPSS and MS Excel so wa e. Addi ionally, o
s anda d analy ical p ocedu es, p incipal componen analysis and clus e analyses we e
applied o pe o m segmen a ion and c ea e consume ypology. P incipal componen
analysis allows educing he numbe o a iables in a da ase while p ese ing as much
in o ma ion as possible (Ka amizadeh e al., 2013). This me hod was applied in he esea ch
speci ically o he ba e y o s a emen s, wi h a educ ion om 16 o iginal s a emen s o i e
new componen s. In he subsequen clus e analysis, he clus e ing was pe o med on i e
new componen s. In he i s s ep, Wa d's me hod was applied, based on which he numbe
o clus e s was se o i e. The co ec ness o he numbe o clus e s was checked by he K-
means me hod, he calcula ion was made o ou , i e, and six clus e s. Based on he esul s
o he K-means me hod o di e en numbe s o clus e s, he esul ing numbe o clus e s
was con i med o be i e as he mos app op ia e dis ibu ion o he numbe o esponden s
in indi idual clus e s. When compa ing he esul s o he K-means and Wa d's me hod, he
ou pu o he K-means me hod was used because he clus e s uc u e was mo e consis en
and logical. Addi ionally, analysis o a iance (ANOVA) was used o es whe he he
di e ences be ween he obse ed g oups we e s a is ically signi ican . The chi-squa ed es
o independence was used o ca ego ical a iables.
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A Segmen a ion S udy on How Czech Consume s
Make Household Food Pu chases
562 Am i ea u Economic
3. Resul s and discussion
The esul s a e ca ego ised in o i e sec ions: Consume a i udes owa ds household ood
shopping, iden i ica ion o he segmen a ion c i e ia, c ea ion o a consume ypology using
clus e analysis, sociodemog aphic p o ile o he consume segmen s, and discussion.
3.1 Consume a i udes owa d household ood shopping
Responden s e alua ed 16 s a emen s ega ding hei a i udes owa d household ood
pu chases. Fo he e alua ion, a Like i e-poin ag eemen scale was used (1 means s ong
ag eemen , 5 is s ong disag eemen ). The mean sco es indica ing he le el o ag eemen wi h
he s a emen s a e shown in Table no. 3. The esponden s we e mo e likely o ag ee wi h he
s a emen abou sa ing money by buying ood on sale o special o e s. They also exp essed
a ela i ely s ong ag eemen wi h he pu chase o good quali y ood. The lowes (bu
a e age) le el o ag eemen was ound o he s a emen s ha hey choose a s o e based on
discoun s om lea le s and ha hey like o use new e ail echnologies.
Table no. 3. Mean sco es o ag eemen wi h s a emen s ela ed
o household ood shopping (1 – I comple ely disag ee, 5 – I comple ely ag ee)
S a emen
Mean
sco e
S anda d
de ia ion
I y o sa e money by buying ood on sale o special o e .
4.16
1.11
When I shop o ood, I y o buy mainly good quali y ood.
3.95
0.98
I y o sa e money when I shop o ood.
3.88
1.14
I mainly buy ood based on wha o he amily membe s like.
3.64
1.27
I y o sa e money by buying less semi- inished ood.
3.62
1.30
I usually choose he nea es s o e o whe e I li e o a el.
3.52
1.32
Quali y is mo e impo an o me han p ice when I buy ood.
3.46
1.05
I o en buy ood on impulse and buy hings I didn' ha e on my lis o plan.
3.45
1.28
I p e e ood p oduced in he Czech Republic.
3.40
1.28
I enjoy shopping o ood, I like o choose wha I buy.
3.39
1.35
I always ha e a shopping lis when I go shopping.
3.32
1.41
I like o y new oods.
3.27
1.16
I like o sa e ime when shopping o ood.
3.20
1.23
I egula ly look a ood e aile s' lea le s.
3.05
1.50
I like o use new echnologies when shopping (scan and go, NFC paymen s,
sel -se ice checkou s).
3.00
1.50
When shopping o ood, I choose a s o e based on discoun s om lea le s.
2.84
1.50
3.2 Iden i ica ion o he segmen a ion c i e ia
P incipal componen analysis was pe o med on he se o 16 s a emen s o educe hem o
ewe componen s ha in luence amily ood pu chases, hus allowing o mo e con enien
use and in e p e a ion o he ongoing clus e analysis. The Kaise -Meye -Olkin (KMO)
measu e and Ba le 's es o sphe ici y we e pe o med o con i m he adequacy o he
p incipal componen analysis. Bo h condi ions we e me . The KMO measu e o sampling
adequacy is 0.708. In Ba le 's Tes o Sphe ici y, he app oxima e Chi-squa e is 1446.264,
p- alue <0.001. The e o e, he use o p incipal componen analysis is app op ia e. Once all
he condi ions had been e i ied, he p incipal componen analysis was ca ied ou wi h
Va imax o a ion. The 16 o iginal s a emen s we e educed o i e new componen s. These
Food Ma ke Shi s – Challenges o Food Chain Ac o s
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Vol. 27 • No. 69 • May 2025 569
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