Romanian Cheese Market Segmentation
Romanian Cheese Market Segmentation

Summary/Abstract: The main objective of this research is to segment the Romanian cheese market using segmentation variables along with consumer and purchasing behavior. Descriptive research design was used to describe cheese consumer and buying behavior. The data was collected through personal interviews supported by a questionnaire. Convenience sampling technique was used in data collection in hypermarkets. The sampling contains 887 completed questionnaires. Consumers from five big cities in Romania (Arad, Bucureşti, Cluj-Napoca, Iaşi, and Timişoara) were asked to participate in the study. The cluster analysis revealed four homogenous segments: cluster 1 - Medium consumers and purchasers, cluster 2 - Hedonic hard consumers but moderate purchasers, cluster 3 - Hedonic hard traditional consumers and hard purchasers, cluster 4: Hedonic, healthy hard traditional consumers but moderate purchasers. This study extends the knowledge of cheese consumer behavior in Romania. Also, this particular study has important managerial implication in targeting cheese consumers. This research was made in collaboration with Babeş-Bolyai University Cluj-Napoca Faculty of Economics and Business Administration and Unilact Romanian cheese producer company.

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