Family conservatives - O VERVIEW OF SEGMENTS DEVELOPED BASED ON SECONDARY DATA

8. SEGMENTATION BASED ON SECONDARY DATA

8.3. O VERVIEW OF SEGMENTS DEVELOPED BASED ON SECONDARY DATA

8.3.4. Family conservatives

Size of the segment: 834 respondents, 22,5 % Dinning out: almost never

Socio-demographics

This segment is the largest out of all five segments, 55.6% are females, approximately 50% of the segment is 30 to 49 years old. Almost 70% of the segment is either high school or vocation school graduate. The largest percentage of members of this segment are parents, namely 66.9%. Related to this are the most common life roles of segment members: young parents, mature partners and empty nesters. They live in smaller towns with less than 5 000 inhabitants in the following regions: Středočeský region, Plzeňský region and Jihomoravský region.

Attitudes towards product

Family conservatives are a segment which dines out the least. Its members rarely go out to pubs and restaurants to have a meal. They only rarely go to cafes, however also only once in 4 - 6 months or less often. For this reason, their dinning out expenses are the lowest out of all segments.

Members of the segment are moderate when it comes to food, they do eat smaller portions, but they eat regularly. Family conservatives occasionally purchase healthier food options. They never purchase premium brands; however, they purchase regularly value packs. They monitor nutrition of food they are eating and conscious of their consumption of sugar, salt and fat. Their drink of choice is water, but they will occasionally spurge in beer or wine.

Media, marketing tools & segment

Family conservatives belong to the quintile 2 of dailies, quantile 3 and 4 of radio and quintile TV and cinema. They do not pay attention promotion offers received via SMS, emails, post or on TV, but they bought a product based on promotional material

received by mail in last 12 months. Members of this do take advantage of loyalty programs.

Characteristics & typology

Family means the most to members of this segment. Their life goals are to have children, live peaceful life and to have good family. Family conservatives are the most family accommodating segment and the staidest.

8.3.5. Discipled dieticians

Size of the segment: 795 respondents, 21,5 % Dinning out: often

Socio-demographics

This segment is the second largest out of the five segments. Disciplined dieticians have on average the highest level of education out of all segments, with 41,1 % members holding being high school graduates and 30,3 % holding university degree. Over 60%

of members are between 30 and 59 years old. Almost one quarter of members are singles. They most often live in Prague region or in neighboring Středočeský region.

Attitudes towards product

Members of this segment dine out less frequently than Enjoyers, but more frequently than Comfortable eaters and Family conservatives. Most money spend on dinning out is sped in cafes and fast-food restaurants. The are the third largest spender in fast food outlets, after Superficial alternative eaters and Enjoyers.

Largest meals of the day for disciplined dieticians are breakfast and lunch, when it comes to dinner, they eat moderately. Members of this segment regularly purchase heathier food options, foods with addition of healthy ingredients and foods rich in protein. This segment purchases value packs and premium brands occasionally. This segment has the highest number of dietician restriction, they try to limit their intake of gluten, saccharides, sugar, salt, fat and all artificial additives. Disciplined dieticians drink of choice is water, similar as Family conservatives’, but unlike them, they do not spurge on quality wine and beer.

Media, marketing tools & segment

This segment belongs to the quintile 1 and 2 of outdoor, quantile 2 of radio and magazines and quantile 3 of internet. Members of this segment do pay attention promotion offers received via SMS, emails if they find them interesting. If there is commercial break on TV, they usually leave the rum. Disciplined dieticians do take advantage of offers on promotional servers heavily, they sign up for loyalty programs and notice outdoor commercials.

Characteristics & typology

Disciplined dieticians have many values and life goals. Being considerate, healthy, helpful to others, have rich spiritual life is only few of them. In terms of typology, members of this segment are the most stable ones, most active and extroverted compared to the four segments.

9. Primary data analysis

In this chapter the segmentation based on primary data obtained through the survey will be discussed, followed by synthesis of segments obtained through analysis of both data sources. In closing of this chapter findings about the consumers gained based on the survey will be summarized.

As mentioned in 5^th chapter, consisted of 33 questions, which aimed to not only provide sufficient information about surveyed sample in order to execute segmentation, find out the relationship of the sample towards the fast food and be able to describe the sociodemographic conditions of the sample and verify the segmentation based on the secondary Additionally the survey aimed to obtain additional information, which should enable Circus Burger to gain deeper understanding of the consumers. The first question of the questionnaire asked whether the respondent had visited fast food in the last 12 months and only if respondent’s answer has been affirmative, the respondent was allowed to complete the entire questionnaire. If the respondent answered no to the first question, he was excluded from the survey, as during the secondary data analysis only responses from respondents who has visited fast food in last 12 months were included.

The survey took place between 23^rd of November and 29^th of November. Intentional selection in combination with a snowball was used as the collection method. The survey received 254 complete responses, 15 responses to the survey were excluded since the response to the first question of the survey was negative.

In the subsequent analysis and interpretation of primary data analysis results, it is necessary to take into account the imbalance of the sample of respondents and thus the limited representativeness. The sample of respondents was unbalanced in terms of age, where 45% of respondents are 20 to 29 years old, and the representation of the regions of residence of the respondents was not balanced either. More than 60% of respondents live in Prague or Středočeský region. On the other hand, a gender balance was achieved, 49% of respondents were women and 51% were men. Therefore, it is important to keep in mind, that the goal of primary data analysis was to supplement the analysis of secondary data. The data were analyses using Microsoft Excel and IBM SPSS statistic program.

9.1. Segmentation based on primary data

Firstly, the survey responses were recoded to numerical values so that analysis could be performed in the IMB SPSS program. Subsequently the factor analysis was conducted using 10 statements that related to the respondents' diet. The Kaiser-Meyer-Olkin Measure of Sampling Adequacy was 0,699, hence the analysis can be considered as statistically significant. As a result of the factor analysis, three differentiating factors

were identified. Further details of the factor analysis can be found in Appendix 9 – Summary of the Factor analysis (primary data). As per the appendix, the overall factor variance was 56.6 %.

Factor analysis was followed by cluster hierarchical analysis using Ward's hierarchical clustering method. Cluster analysis was conducted for 4,5,6 clusters. The 4 clusters variant was chosen because in the 4 clusters variant the distribution of respondents was the most even and at the same time the 4 clusters best met the condition of homogeneity within a cluster and the heterogeneities of each cluster. Above mentioned demonstrates the table below.

DISTRIBUTION OF RESPONDENTS INTO CLUSTERS (primary data)

All respondent who visited fast food within last 12 months

Cluster no. Count % share

1 34 13,4 %

2 54 21,3 %

3 90 35,4 %

4 76 29,9 %

Table 6 -Distribution of respondents into clusters (primary data), Source: (Author)

9.1.1 Formulation of the segments based on primary data

These 4 segments were further developed using a set of contingency analysis examining their relationship to product and sociodemographic conditions. The overview of each segment’s characteristics can be found in Appendix 10. – Summary of segment’s characteristics (primary data). Each of four identified segments is described in following paragraphs.

Young and comfortable Size of the segment: 13,4 %

This is the smallest and youngest segment. The segment is dominated by men. On average their highest achieved education level is lower – primary or high school graduates. Members of this segment live in cities with 5 000 to 60 000 inhabitants in Středočeský and Ústecký region. Given their young age, they are either still students or employees. Their income, if they have one is usually between 10 001 CZK and 25 000 CZK a month.

Their most favorite fast-food meals include hamburgers, Asian meals and pizza.

Members of this segment visit fast food for lunch or dinner. They usually enjoy their fast-food meals at home or consume them directly at the joint. They visit fast food

restaurants frequently and also spends the most, between 501 – 1 000 CZK a month.

When choosing which fast food to visit, key factors for this segment are speed of the service and their current appetite. When choosing which meal to have in fast food, key decision factors are speed of meal preparation and taste of meal.

Busy workers

Size of the segment: 21,3 %

Members of this segment are either in their 20ties or 40ties. On average their highest achieved education level is lower – vocation or high school graduates. The segment is dominated by men. Members of this segment live in cities with 5 000 to 19 999 inhabitants or cities with 100 000 and more inhabitants, in Středočeský and Moravskoslezký region. Their current occupation is either employee or student. Their income, is between 20 001 CZK and 40 000 CZK a month.

Their most favorite fast-food meals include hamburgers, kebab. Members of this segment visit fast food for lunch, late at night or snack. They usually enjoy their fast-food meals at the join or on a go, that demonstrates their busy lifestyle. They visit fast food restaurants least often and spent there between 0 – 500 CZK a month. When choosing which fast food to visit, key factors for this segment are distance from the fast-food restaurant. When choosing which meal to have in fast food, key decision factor is price of the meal.

Established gourmands Size of the segment: 35,4 %

This is the largest segment. Men and women are equally represented in this segment.

They are between 20 and 39 years old. This segment has the highest share of university graduates. Members of this segment might be or might not be already parents. This segment has the highest share of entrepreneurs, which along with the high average education level achieved can be reason of their above average income.

Their most favorite fast-food meals include hamburgers, Asian meal. Members of this segment visit fast food for lunch, dinner or late at night. They usually enjoy their fast-food meals at home or consume them on a go. They visit fast fast-food restaurants frequently, on weekly basis or at least once a month and spends between 201 – 750 CZK a month for fast food. When choosing which fast food to visit, key factors for this segment is level of service provided and distance. When choosing which meal to have in fast food, key decision factor is quality of ingredients and taste of the meal.

Homemakers

Size of the segment: 29,9 %

This is the second largest segment. This segment is dominated by females.

Homemakers are between 30 and 49 years old. Half of this segment are high school

graduates and second half university graduates. Members of this segment are generally already parents and their home and family are important to them. They live in towns with fewer than 5 000 inhabitants or cities with 5 001 to 19 999 inhabitants in Středočeský and Jihomoravský region.

Their most favorite fast-food meals include hamburgers and fried chicken. Members of this segment visit fast food for lunch or dinner. They usually enjoy their fast-food meals at home or at work. They do not visit fast food restaurants most frequently, either at least once a month or a at least once a here months. They spend at fast food joint between 201 CZK and 500 CZK a month. When choosing which fast food to visit, key factors for this segment is level of speed of the service and cleanliness of the establishment. When choosing which meal to have in fast food, key decision factor is freshness of the ingredients.

9.2. Synthesis of segmentation based on secondary primary data

This subchapter aims to summaries and synthesis segmentation based on both secondary and primary data. As already mentioned, the sample of respondents had its limitations in terms of the representativeness of the Czech population. Furthermore, five segments were obtained based on the analysis and segmentation of secondary data, while based on the analysis and segmentation of primary data four segments were obtained. This further confirms the limited representativeness of the primary data. Therefore, the findings based on secondary data were taken into account in the synthesis with higher degree of significance and the information obtained based on the analysis of primary data is taken into account as supplementary source of

Both segments from which the Young Convenience Seekers segment originated have a common young age of segment members between 12 and 29 years old. Furthermore, lower average higher education, namely primary school graduate, vocation school graduate or high school graduate. However, the lower average level of highest education obtained could be caused by the fact the members haven't completed their studies yet. Members of this segment lives in cities 5 000 to 99 999 inhabitants. The

most common regions they live in are Středočeský region, Plzeňský region, Karlovarský region Vysočina region based on secondary data and additionaly Středočeský and Ústecký region based on the primary data. Average standard of living of this segment is the lowest out of all five segments base on the secondary data, which further confirms the lowest average income, which ranges between 10 001 CZK and 25 000 CZK according to the primary data.

Attitudes towards product

Members of this segment undoubtedly dine out the most, they frequently visit all dinning outlets – pubs, restaurants and fast foods. Additionally Young Convenience Seekers dine in fast-food restaurants the most and spend the most money out of all the segments based both the secondary data. They spend between 301 – 1 500 CZK on fast food per person monthly. They favor global fast-food chains like McDonald’s or Burger king; however, they also frequent in food stands. Primary data research suggests that their most favorite fast-food meals are hamburger, Asian meals and pizza. They have food most often for lunch or dinner and they will enjoy their fast-food meal either straight at the fast-fast-food restaurant or at comfort of their home. Key decision factors, when choosing the fast-food restaurant are speed of service and taste.

Members of this segment most commonly have breakfast and dinner. This segment purchases premium brand products on a regular basis. They buy the premium products the most out of all five segments. Additionally, members of this segment drink the hard liquor the most.

9.2.2. Common men

The two segments from which the Common Man segment originated are connected by the predominance of men within the segment and rather by the lower average highest level of education attained, namely vocation and high school graduates. The members of the segment live in Prague region, Ústecký region and Liberecký region. And additionally, according to primary data research in Středočeský and Moravskoslezký region. This segment consists of approximately 40 % members who are either empty nesters or singles. Primary data suggest majority of Common man are employees or students. Their standard of living is average.

Attitudes towards product

Common men do not dine out much, if they do, they mostly visit restaurants, but not frequently. This segment doesn’t have a particular favorite fast-food outlet. Primary

data research suggests that their most favorite fast-food meals are hamburger and kebabs. They will have fast-food most often for lunch, late at night or as a snack.

Common men will consume their fast-food meal straight at the fast-food restaurant on a go. Key decision factors, when choosing the fast-food restaurant are distance and price when choosing a meal.

Members of this segment neglect breakfast but indulge in a great dinner on weekdays and lunch on weekends. Common men are frugal and therefore occasionally buy value packs. This segment does not limit its consumption of any specific food or nutrient.

9.2.3. Pleasure seekers

This segment was created by synthesis of segments: Enjoyers, Established gourmands Size of the segment: 20,4 %

Dinning out: often Socio-demographics

Both segments, which merged to form the segment Pleasure seekers, are similar in the socio-demographic conditions of their members. Members of this segment are between 20 and 49 years old. They are either high school or university graduates. They are already parents or expecting to become them soon. Both sexes are equally represented in this segment. Pleasure seekers already managed to establish themselves financially, they have one of the highest standards of living out of all five segments and above average monthly income according to the primary data. Hence, they can afford to reap the benefits of their efforts and treat themselves. They live in smaller towns, in Jihomoravský region, Královehradecký region, Pardubický region. Primary data research additionally suggests, Pleasure seekers also reside in Prague and its surroundings.

Attitudes towards product

This segment likes to dine out but given their occupation and parenthood they do not get the chance to dine out so often as Young convenience seekers. They enjoy fast food and visit it either at least one a week or at least once a month. According to both primary and secondary data this segment spends the most on fast food after Young convenience seekers.

The biggest meal of the day in this segment is dinner, the primary data suggests this is also their favorite time to have a fast food, which they will consume either at home or on the go. Their favorite fast-food meals are hamburgers and Asian dishes. In terms of diet, this segment emphasizes the quality of ingredients and buys food rich in proteins. Members of this segment treat themselves to premium products occasionally, but despite their financial success remain savvy and purchase value packs regularly.

Additionally, they treat themselves to glass of premium wine or beer.

9.2.4. Family oriented carers

This segment was created by synthesis of segments: Family conservatives, Home makers

Size of the segment: 834 respondents, 22,5 % Dinning out: almost never

Socio-demographics

The segments that gave rise to the Family oriented carers segment have the following features in common: the age of members between 30 and 49, most often high school graduates, the predominance of women within the segment, parenthood and children as the main motive for life. Members of this segment live more in smaller cities with

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