8. SEGMENTATION BASED ON SECONDARY DATA
8.2. F URTHER DEVELOPMENT OF SEGMENTS
For further development of uncovered segments, a set of contingency analysis were used. Due to the large size of the contingency analysis tables, it was not possible to list them as an appendix. However, all contingency analysis, including sign schemes are available for inspection in the author's archive. Following four contingency analyses were conducted:
1. Verification contingency analysis – aimed to verify if there statistically significant dependence between clusters and variables selected as inputs for factor analysis
2. Socio-demographic contingency analysis – aimed to uncover social, economic and demographic conditions of each segment
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3. Contingency analysis of relationship towards fast food and dinning – examined the relationship and attitude of each cluster towards fast food, eating out and eating habits
4. Media and marketing tools contingency analysis – examined segment’s perception of various marketing tools using Media neutral quintiles 5. Depictive statistics – aimed to characterized segment’s members in terms
of values and typology
The results of contingency analysis were interpreted based on sign schemes, indexes, row column and percentage. Indexes and sign schemes were used to identify the statistically significant dependence between the column variable and the row variable.
8.2.1. Verification contingency analysis
As first was conducted verification contingency analysis. Based on this analysis names and descriptions of individual segments have been modified to better reflect significant dependences between column and row variables.
Irregular eaters (1. segment) was renamed to Superficial alternative eaters
Members of this segment are trying to reduce their meat consumption and incline towards vegetarianism. On one hand they believe that they follow healthy diet and do not need to do any changes, on the other hand eating regularly is not important to members of this segment. They do not shy to cook using pre-made foods and frozen foods as it makes their life easier. However, despite consuming frozen and ready-made food they are conscious of their calorie intake and tend to opt for “heathier” food options, such as bio, light or calories, but do not try to eat a lot of fruits and vegetables.
Diners (2. segment) was renamed to Comfortable diners
Calorie intake is the least of the concern of members of this segment and they do not feel like, they need to change their diet. Taste of food is important to them, the enjoy Czech cuisine and believe diet consisting only so-called healthy foods cannot be appetizing. They also do not try to limit their consumption of sweets and candies.
They believe frozen foods are of same quality as fresh foods. When they are on move, they snack rather than have proper meal.
Enjoyers (3. segment) kept its name
Members of this segment enjoy dinning and indulge in even unhealthy food. They certainly do not follow balanced and healthy diet, there are aware of it and would like to change their diet in order to improve their health. But they do not bother to look for healthier options or monitor their calorie intake in order to make positive change in
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their diet. Food is simply a treat to them. If they want to treat themselves, they are very likely to do so with food. Additionally, they like to try out and taste now foods.
Family conservatives (4. segment) kept its name
Children are the driving force of their efforts to healthier and balanced diet. They grow their own produce, or their extended family does and there are able to reap its benefits.
They are conservative in their stand on household chores, as they believe any female, if not lazy, can learn how to cook. They preferer to eat meals there are familiar with, rather than to experiment and try out foreign cuisines. They are disciplined, believe it is important to eat regularly and they do so even if they are on the move.
Dieticians (5. segment) was renamed to Disciplined dieticians
Food, dinning and diet is serious matter to this segment. They watch their calorie intake closely, always check nutritional information and look for healthier options.
They do constrain their intake or sweets and candies and do not treat themselves with unhealthy meals. Their discipline also includes the regular consumption of proper meals. Unlike diners, they believe diet containing solely so-called healthy foods can be appetizing. They like to try out new meals and enjoy foreign foods.
8.2.2. Socio-demographic contingency analysis
After verification contingency analysis, contingency analysis focused on sociodemographic characteristics of segments followed. The findings which proved to be statistically significant and are different for each segment are summarized in the table which can be found in appendix – Appendix 2. Summary of sociodemographic characteristics of segments. The percentages given in the table are column percentages.
In terms of sex, men are most represented in segment Comfortable diners with 71,6 % of the segment, followed by segment Superficial alternative dinners, which consists of 54 % males. On contrary, segments where women dominate are Disciplined dieticians with 62,1 % and Family conservatives with 55,6 %. The youngest segment, in terms of average segment member age, are Superficial alternative eaters. The oldest segment is the Comfortable dinners. The life roles of segment members and the standard of living are also related to the age of segment members. A 10-level scale called TGI SEL was used to assess the standard of living, where level 1 is the highest and level 10 is the lowest. Superficial alternative eaters are mostly students or young & independent, their standard of living is currently in between level 7 and 10. Comfortable diners are either empty nesters or singles, their standard living is between levels 7 to 5. Enjoyers are primary established young parents; their standard of living is between level 2 and 1. Family conservatives are parents of all the age. Disciplined dieticians are singles, with standard living between levels 3 to 1. Enjoyers and Family conservatives lives in small towns with less than 5 000 inhabitants. In contrary 35,8 % of Comfortable diners lives in cities with more than 100 000 inhabitants.
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8.2.3. Contingency analysis of relationship towards fast food and dinning
Next, the relationship of the segments to the product was analyzed, specifically the frequency of visits to catering establishments and how much they spend there. Then there is the way the segments are eaten, which foods and drinks they like. Summary of findings can be found in following appendixes: Appendix 3. – Summary of dinning out frequency per segment, Appendix 4. – Summary of dinning out expenditures per segment, Appendix 5. – Summary eating habits per segment, Appendix 6. – Summary drinking habits per segment and Appendix 7. – Summary food choices per segment.
Superficial alternative eaters do eat out the most, followed by Enjoyers and Disciplined dieticians. Family conservatives do not eat out at all, but they visit cafe once per 4 - 6 month. Eating out costs copy the frequency of visits to individual establishments.
Superficial alternative eaters, Enjoyers and Disciplined dieticians spend the most in fast food. When it comes to food choices Disciplined dieticians purchase regularly food rich in proteins, healthier food option and foods with addition of healthy ingredients, Enjoyers do so occasionally and Superficial alternative eaters along with Comfortable diners rarely or never. Superficial alternative eaters purchase the premium brands the most often, while Enjoyers and Family conservatives most often purchase value packs.
Each segment, expect Comfortable, avoid certain food or nutrient. In terms of drinking, Superficial alternative eaters do drink liquor frequently, Comfortable diners tend to drink bear. Enjoyers do not mind splurging on quality wine and beer along with Family conservatives. Water is drink of choice for Disciplined dieticians.
8.2.4. Media and marketing tools contingency analysis
According to Media neutral quantiles, biggest consumers of internet are Enjoyers, biggest consumers magazines are Disciplined dieticians. Comfortable dinners are biggest consumers of dailies, radio and TV an Superficial alternative eaters visit cinema most often out of all segments.
8.2.5. Descriptive statistics
Values of each segment obtained based descriptive statistics confirm characteristics of each segment. Among top values of Superficial alternative eaters is their attractivity, popularity within society. Comfortable diners want to have live long, have good relationships and have enough time to themselves. Enjoyers wish to be happy with themselves. Family conservatives with to have children and live-in harmonic family environment. Discipled dieticians wish to be wise, healthy, helpful to others and create
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In terms of typology, members of Disciplined dieticians’ segment are the most active, dominant and extroverted. Comfortable diners are the most masculine, rational and stable. Enjoyers are the friendliest segment, while Superficial alternative eaters the least. Family conservatives tend to be homestead and always do their best to accommodate their family.