بخش‌بندی مصرف‌کنندگان بر مبنای مدل سبک زندگی مرتبط با تغذیه

نوع مقاله : مقاله علمی پژوهشی

نویسندگان

1 استادیار مدیریت بازرگانی، دانشگاه یزد، یزد، ایران

2 دانشجوی دکتری مدیریت بازرگانی، دانشگاه یزد، یزد، ایران

چکیده

رقابت اثر‌بخش در بازارهای کنونی، مستلزم شناسایی صحیح بخش‏های بازار است. بازار مواد غذایی از جمله بازارهایی است که ضرورت بخش‏بندی آن بر ‌اساس معیارهای مناسب، ضروری به‏نظر می‏رسد. مدل سبک زندگی مرتبط با تغذیه، یکی از ابزارهای فراگیر بخش‏بندی بازار مواد غذایی در اروپاست که تا کنون، به‏ندرت در ایران استفاده شده است. هدف پژوهش حاضر، بخش‏بندی بازار بر‌اساس این مدل است. جامعۀ آماری پژوهش ساکنان شهر شیراز است که 383 نفر به‌صورت نمونه‏گیری خوشه‏ای انتخاب شدند و به پرسشنامۀ استاندارد پژوهش پاسخ دادند. به‏منظور شناسایی خوشه‏های مشتریان، ابتدا بر مبنای داده‏های گردآوری‌شده، روایی و پایایی پرسشنامۀ استاندارد سبک زندگی مرتبط با تغذیه بررسی شد؛ سپس، پرسشنامۀ تعدیل‌شده‎ای با 19 عامل و 55 پرسش به‌دست آمد. در ادامه بر‌اساس پرسشنامۀ تعدیل‏شده، فرایند خوشه‏بندی در دو مرحله انجام شد که به شناسایی سه خوشۀ سنت‏گرا، بی‌اطلاع و منطقی در سطح شهر شیراز انجامید.

کلیدواژه‌ها

موضوعات


عنوان مقاله [English]

consumer segmentation on the basis of food-related lifestyles

نویسندگان [English]

  • Sayyed Mohammad Tabatabaee Nasab 1
  • Fereshteh Pezeshki Najafabadi 2
1 Yazd University
2 Yazd University
چکیده [English]

Effective Competition in today's markets requires correct identification of market segments. The food market is one of markets that need to be segmented on the basis of appropriate criteria. Food-Related Life Styles (FRL) is a comprehensive tool for segmentation of the food market in Europe that has rarely been used in Iran. The aim of this study is segmentation of the food Market based on this model. The study sample is 383 residents of Shiraz selected by cluster sampling and completed the study's questionnaire. In order to identify clusters of customers, the reliability and validity of the standard questionnaire was evaluated based on the data collected and eventually modified questionnaire with 19 dimensions and 55 items was obtained. Then, based on the modified questionnaire clustering process in two steps was done and leads to the identification of three clusters of traditional, Unaware and rational in the city of Shiraz.

کلیدواژه‌ها [English]

  • Cluster Analysis
  • Exploratory Factor Analysis
  • Food-Related lifestyles
  • segmentation
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