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WE
DO MULTI-CLIENT (Omnibus): FOOD CONSUMPTION STUDIES IN CROATIA
Featuring:
a representative survey on random stratified sample of 1200 households,
conducted several times a year where the cost is calculated per
question, and comparison with similar surveys. The interviews
are focused on the subjects related to food consumption. Besides
usual socio-demographic questions (age, sex, income etc.), this
survey has much additional information relevant to food behaviour
(habits, attitudes and spending, media exposure, elements of life
style). These questions are free of charge for all clients. Because
of growing significance of children in overall consumption patterns,
our sample is designed to include children from 6 years of age.
Special
data analysis methodology developed by IPSA and a number of additional
characteristics collected in survey enable us to describe target
groups more precisely. All general characteristics and additional
data about food-related behaviour are separately presented and
tracked throughout different seasons. Advanced statistical data
analysis can be made on request. If required, comparison between
obtained results and corresponding international market trends
is possible. Interpretations and suggestions for marketing decisions
can be offered in addition to data tables and basic comments.
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WE
DO SEGMENTATION AND TARGETING RESEARCH
Consumers
of most products vary greatly in their general attitudes, interests,
opinions, demographics, as well as in their attitude and behaviour
related to the product. It is usually very hard to satisfy the
whole market with one product and a single business strategy. Therefore, the first step of strategic marketing
planning is the identification of homogenous consumer groups,
or segmentation. Frequently used variables for segment definition
are: Geographic (region, county, size of settlement, climate,
etc.), Socio-demographic (age, sex, marital status, children,
education, occupation, income, size of household, etc.), Psychographic
(lifestyle, values, personality), Product benefits sought (desirable
product characteristics, image of ideal product), and Consumption
habits (frequency, intensity, continuity, brand loyalty, ways
of use, situations of consumption, etc.).
The
next step is targeting, or choosing one or more marketing segment
that can support a separate business strategy. Those segments
have to be of worthwhile size and estimated growth. They also
have to be as homogenous as possible regarding socio-demographics,
motivational structure and other characteristics important for
defining elements of marketing mix. The information necessary
for segmentation and targeting can be gathered in two basic ways,
which we usually combine by (1.)
researching secondary data, i.e. already existing sources like
census, statistical yearbooks and independent commercial data
bases, and (2.) collecting data about attitudes, values,
motives, habits, unfulfilled needs, lifestyle and socio-demographics
on the representative sample of consumers, created specifically
for that occasion.
Data
are then analyzed using different data mining methods, from simple
to advanced statistics, decision trees and neural networks. Segments
can be defined according to only one characteristic (univariate
segmentation), e.g. the quantity of annual consumption, or according
to several characteristics (multivariate segmentation).
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