A typology of consumers by their nutritional behaviors and selected lifestyle elements

Abstract

Aim/purpose – The paper aims to present a preliminary consumer typology based on the declared nutritional behaviors and selected lifestyle elements of Polish and Slovak con- sumers. Design/methodology/approach – The research was conducted in the first half of 2019, among non-randomly selected subjects representing their households from Poland and Slovakia. The empirical part of the work is based on the results of research employing a structured standardized interview. Cluster analysis was used in the analysis of the re- sults. Findings – The results of the research showed that the eating behaviors of Polish and Slovak consumers differ. Some Polish and Slovak consumers follow the principles of healthy eating. Among Polish consumers we distinguished four types of consumers: I – “Driven by the principles of healthy eating”; II – “Implementing the principles of healthy eating”; III – “Ordinary bread eaters”; IV – “Consciously unaware.” In turn, among Slovak consumers, we distinguished also fourth types: I – “Driven by the princi- ples of healthy eating”; II – “Exercise and drink milk!”; III – “Not attaching importance to healthy eating”; IV – “Eat tastily and healthily.” The distinguished types of consumers can be the basis for the food market segmentation. Knowledge of the typology based on declared eating behaviors and selected aspects of the lifestyle may enable food producers to develop an appropriate marketing strategy. Research implications/limitations – A certain limitation may be the non-random sam- ple selection. An important aspect would also be to expand the analyzed research thread with additional aspects related to eating behavior and lifestyle. Another limitation is that the clusters were delivered in two separate processes for Poland and Slovakia, respec- tively. As a result, the clusters are different and represent two different typologies. Originality/value/contribution – The research may be an important source of infor- mation for researchers dealing with consumer typology. The distinguished types of con- sumers can be the basis for the food market segmentation. Keywords: nutritional behavior, consumer behavior, consumers, typology, cluster analysis. JEL Classification: D11, D12.