FOCUS BALKANS
Cluster analysisConsumer segmentation
Ipsos Strategic Marketing2009
-Lifestyle Segmentation for JUICE producer-
- Serbia & Montenegro, 2004-
Lifestyle segmentation methodology
• There were 53 statement that measured attitudes towards general life topics, behavior, shopping habits, general opinions, values…
• Those statements were input for cluster analysis.• K Means cluster method.
• As a result following clusters were found…
LIFESTYLE SEGMENTS
Rational Achievers, 15.2
Rational Reserved, 23.4
Conservative Unexcited, 18.0
Conservative Balanced, 15.9
Trendy Materialists, 9.0
Trendy Balanced, 18.4
Rational Reserved Trendy Materialists Conservative Balanced
Rational Achievers Trendy Balanced Conservative Unexcited
Base: Respondents 15-55 (1185)
LIFESTYLES- Importance of the family, ethnocentrism
68.0
39.0
47.0
15.0
76.0
21.0
13.0 1
9.0
97.0
76.0 80.0
11.0
78.0
53.0 56.0
20.0
80.0
38.0
14.0
16.0
83.0
65.0
76.0
10.0
0
20
40
60
80
100
It is important for my familyto think that I do good
I always give advantage todomestic products
I would rather go out withmy family, than go to a
party with friends
We rarely gather as afamily
Rational Reserved Trendy Materialists Conservative Balanced
Rational Achievers Trendy balanced Conservative Unexcited
% o
f “I
agr
ee”
ans
wer
s
LIFESTYLES- Security, routine
38.0
37.0
23.0
43.0
24.0
18.0
66.0
63.0
18.0
64.0
59.0
35.0
45.0
38.0
11.0
59.0
55.0
21.0
0
20
40
60
80
100
I like to follow certain routine Safety of a job is more importantthan money
I don t like to take overresponsibility, I rather obey
Rational Reserved Trendy Materialists Conservative Balanced
Rational Achievers Trendy balanced Conservative Unexcited
% o
f “I
agr
ee”
ans
wer
s
LIFESTYLES- Healthcare, sports
19.0
21.0
13.0
15.0
16.0
40.0
74.0
51.0
31.0
64.0
59.0
16.0
32.0
49.0
10.0
52.0
30.0
51.0
33.0
20.0
34.0
66.0
38.0
34.0
59.0
31.0
3.0
15.0 20.0
4.0
0
20
40
60
80
100
In newspapers or onthe internet, I oftenread articles about
healthy life
I plan to (even more)practice sports and
recreation
I pay strict attentionto my weight
I often take vitamins(at least a few times a
week)
I practice sports,recreation
Rational Reserved Trendy Materialists Conservative Balanced
Rational Achievers Trendy balanced Conservative Unexcited
% o
f “I
agr
ee”
ans
wer
s
LIFESTYLES - Career
31.0
18.0
20.0
92.0
69.0
68.0
68.0
23.0
23.0
71.0
48.0
40.0
84.0
59.0
52.0
15.0
4.0
11.0
0
20
40
60
80
100
I like to set ambitious goals formyself
I dedicate extremely a lot time andeffort to building of my career
I would agree to subordinateeverything to my career in one
period of my life
Rational Reserved Trendy Materialists Conservative Balanced
Rational Achievers Trendy balanced Conservative Unexcited
% o
f “I
agr
ee”
ans
wer
s
LIFESTYLES - Outgoing
40.0
31.0
28.0
88.0
86.0
5.0
38.0
14.0
39.0
59.0
39.0
38.0
80.0
89.0
5.0
12.0
2.0
71.0
0
20
40
60
80
100
If I had more time for socializing, Iwould go out with my friends every
night
I often go out with my company I like to spend an evening in front ofa TV set best
Rational Reserved Trendy Materialists Conservative Balanced
Rational Achievers Trendy balanced Conservative Unexcited
% o
f “I
agr
ee”
ans
wer
s
LIFESTYLES - Not standing still, risking
47.0
17.0
33.0
15.0
97.0
97.0
89.0
77.0
78.0
50.0
19.0
19.0
75.0
59.0
25.0 29.0
86.0
78.0
60.0
47.0
29.0
17.0
8.0
3.0
0
20
40
60
80
100
I am always looking fornew ways to make my life
richer and moreinteresting
I am looking for achallenge, new things and
changes in life
I like fast driving I like to take risks
Rational Reserved Trendy Materialists Conservative Balanced
Rational Achievers Trendy balanced Conservative Unexcited
% o
f “I
agr
ee”
ans
wer
s
LIFESTYLES - Standing out
43.0
19.0 2
4.0
7.0
7.0 1
0.0
84.0
91.0
78.0
73.0
70.0
71.0
72.0
27.0
7.0
16.0
4.0 6.0
65.0
50.0
50.0
48.0
48.0
30.0
76.0
64.0
41.0
29.0
29.0
25.0
41.0
8.0 1
1.0
3.0
2.0 4.0
0
20
40
60
80
100
I am a fighter,warrior
I like to compete My car shouldreflect my
personality
I like to impresspeople with my
life style
I like to bewatched by
others
I like to stand outin a group
Rational Reserved Trendy Materialists Conservative Balanced
Rational Achievers Trendy balanced Conservative Unexcited
% o
f “I
agr
ee”
ans
wer
s
LIFESTYLES - Trends
24.0
16.0
8.0
95.0
94.0
71.0
19.0 22.0
11.0
38.0
60.0
29.0
88.0
58.0
38.0
8.0
2.0
2.0
0
20
40
60
80
100
I am well informed about popularplaces for going out in town
I try to wear trendy clothes I am definitely „in“
Rational Reserved Trendy Materialists Conservative Balanced
Rational Achievers Trendy balanced Conservative Unexcited
% o
f “I
agr
ee”
ans
wer
s
LIFESTYLES - Brands
32.0
33.0
25.0
93.0
85.0
29.0
44.0
44.0
22.0
67.0
52.0
36.0
62.0
42.0
24.0
18.0
20.0 2
7.0
0
20
40
60
80
100
If I could, I would only be buyingbranded products
I rather buy brands that areadvertised, than some I have never
heard of
Branded products are not of betterquality than not-branded
Rational Reserved Trendy Materialists Conservative Balanced
Rational Achievers Trendy balanced Conservative Unexcited
% o
f “I
agr
ee”
ans
wer
s
LIFESTYLES - Prices (low prices)
44.0
20.0
14.02
0.0
15.0
9.0
57.0
38.0
18.0
57.0
47.0
29.0
30.0
23.0
10.0
83.0
56.0
54.0
0
20
40
60
80
100
I usually buy in shops with mostfavorable prices
I often buy things on discount I try to buy mostly cheaper things
Rational Reserved Trendy Materialists Conservative Balanced
Rational Achievers Trendy balanced Conservative Unexcited
% o
f “I
agr
ee”
ans
wer
s
LIFESTYLES - Prices (high prices)
14.0
15.0
10.0
77.0
52.0
54.0
14.0
7.0 9.0
42.0 46.0
32.0
12.0
6.0
14.0
15.0
14.0
10.0
0
20
40
60
80
100
The best guarantee of a good andhigh quality product is high price
I admire people who own expensivethings
Only expensive is good
Rational Reserved Trendy Materialists Conservative Balanced
Rational Achievers Trendy balanced Conservative Unexcited
% o
f “I
agr
ee”
ans
wer
s
LIFESTYLES - The role of money
60.0
37.0
22.0
13.0
90.0
31.0
54.0
63.0
86.0
67.0
16.0
14.0
88.0
77.0
55.0
41.0
82.0
31.0
12.0
11.0
85.0
83.0
23.0
9.0
0
20
40
60
80
100
Unfortunately, money isthe measure of all things
today
I pay a lot of attention tohow I spend money
Money should be themeasure of success
Things I buy speak thebest about my success in
life
Rational Reserved Trendy Materialists Conservative Balanced
Rational Achievers Trendy balanced Conservative Unexcited
% o
f “I
agr
ee”
ans
wer
s
LIFESTYLES - Enjoyment in shopping
43.0
31.0
33.0
62.0
73.0 77.080.0
67.0
47.0
74.0
62.0
45.0
56.0
64.0 68.0
41.0
19.0
14.0
0
20
40
60
80
100
I enjoy all sorts of shopping I like to make a treat for myself witha small shopping at the end of the
day
If I like something, I will buy it nomatter its price
Rational Reserved Trendy Materialists Conservative Balanced
Rational Achievers Trendy balanced Conservative Unexcited
% o
f “I
agr
ee”
ans
wer
s
LIFESTYLES - Cautiousness in shopping
31.0
29.0
8.0
28.0
17.0
62.0
21.0
12.0
20.0
41.0
24.0
18.0
17.0
10.0
22.0
41.0
50.0
3.0
0
20
40
60
80
100
When I hear of a new product, Iusually wait for the others to try it
out first
I am usually among the last to trynew brands
I am usually among the first to tryout new brands of products
Rational Reserved Trendy Materialists Conservative Balanced
Rational Achievers Trendy balanced Conservative Unexcited
% o
f “I
agr
ee”
ans
wer
s
LIFESTYLES - Impulsiveness
32.0 36.0
21.0
43.0
79.0
76.0
60.0
53.0
21.0
79.0
49.0
39.0
31.0
57.0
41.0
78.0
27.0
8.0
0
20
40
60
80
100
I know exactly how I spent everydinar
I often bring swift decisions basedon my instinct
I like to enjoy life and I don t thinktoo much of the future
Rational Reserved Trendy Materialists Conservative Balanced
Rational Achievers Trendy balanced Conservative Unexcited
% o
f “I
agr
ee”
ans
wer
s
LIFESTYLE DESCRIPTION- Rational Reserved
• 23% of population.• These people are pretty average on most of the indicators. In many
aspects they show signs of being reserved and distant, which does not necessarily means “giving-up” (unlike some rational segments, they are less incline to show that they are much striving for goals, fighting, cautiousness…)
• Family is important to them.• They mostly look for the security in various aspects of life. They
often prefer routine.• Not much interested in practicing sports.• They don’t take much care about weight. Only slightly more
interested in health pages and vitamins.• They are not ambitious (goals and career) like the most ambitious
segments, but still they are more ambitious than the ‘Conservative Unexcited’.
• Presently, they are not much outgoing – but they would go more out (if only possible), but not too enthusiastically. They don’t mind spending night in front of TV either.
• They look for novelties and challenges - modestly. They try to avoid risks but they don’t avoid fast driving that much.
LIFESTYLE DESCRIPTION- Rational Reserved
• They don’t like to stand out, don’t like being watched by others, to impress the others. They are not fighters (similar in that aspect to ‘Conservative Unexcited’).
• They don’t try to be “in”, therefore they are not well informed about popular places, they don‘t wear trendy clothes.
• They don’t like branded products much. They don’t like much advertised products either.
• They often prefer lowers prices, discounts, cheaper products.• They don’t like expensive things.• Modestly interested in money and its role.• They modestly like shopping.• They are not the first nor the last to try new products.• They are not impulsive.
• They are somewhat more male, middle-aged, slightly better affluent. They mostly participate in decision making regarding everyday shopping.
LIFESTYLE DESCRIPTION- Rational Achievers
• 15% of population.• They want more of everything, but not at any price – on the way to obtaining such high
goals, they are pretty cautious and avoid risks (they take care about themselves much). They love money and status, they push for goals and career, like shopping but very cautious with money, and therefore like law prices.
• Family is important to them.• They are very interested in security (safe job etc) and also very much into (fruit-full)
routine.• Not much interested in practicing sports (they more plan it than practicing it).• They take care of themselves much. They follow pages (magazines, Internet…) about
healthy living. They pay attention to their weight, they take vitamins.• They are very ambitious, they set high goals, want to advance in career much.• Presently, they are modestly outgoing – but they would go more out (if only possible).
They don’t mind much spending night in front of TV either.• They usually very gladly look for novelties and challenges. But they try to avoid risks
(including fast driving).• They like to stand out, but that is not such an obsession as in case of trendy
materialists. They like being watched by others, to impress the others. Their car should reflect their personality. They like competition. They are fighters.
LIFESTYLE DESCRIPTION- Rational Achievers
• They wear trendy clothes more than being well informed about the most popular places. They are “in”.
• They like branded products. They like advertised products. Even more than trendy balanced.
• They usually insist on lowers prices, discounts, cheaper products.• They like expensive things and people who have them (money being the
measure of quality).• Very cautious about money, they have positive attitude about the role of the
money – they like money and accept money as measure of success.• Like shopping very much, but they are cautious with spending.• They are not the first nor the last to try new products.• They try not to be impulsive.
• They are somewhat more female, middle-age, important decision makers about everyday shopping, slightly more affluent.
LIFESTYLE DESCRIPTION- Trendy materialists
• 9% of population.• These people are very extroverted, adore money and status, pushing for
careers and goals, like risking. They somewhat resemble to ‘Trendy balanced’ but ‘Trendy materialists’ much more insist on money and status.
• Family is less important to them.• They are little interested in security (safe job etc) and routine.• Very much interested in practicing sports.• Modestly interested in taking care about weight, health pages and vitamins.• They are very ambitious, they set high goals, want to advance in career
much.• They are very outgoing – they go out much, and they would go even more
out (if only possible), they hate spending night in front of TV.• They can barely stand still, always looking for novelties and challenges. In
their case that includes taking risks and fast driving.• Of all the segments, they like the most to stand out prominently – being
watched by others, to impress the others. Their car should reflect their personality. They like competition. They are fighters.
• They are “in”, they are well informed about popular places, they wear trendy clothes. They insist in those things.
LIFESTYLE DESCRIPTION- Trendy materialists
• They like branded products. They like advertised products.• They don’t insist at all on lowers prices, discounts, cheaper products.• They adore expensive things and people who have them (money being the
measure of quality).• Not cautious about money, they adore role of money.• Like shopping very much, but it’s not the shopping that is exciting but
opportunity to show off money.• They are the first to try new products.• They are the most impulsive segment.
• They are somewhat more male, but they are definitely younger, mostly still in education, better affluent, rarely participate in everyday shopping.
LIFESTYLE DESCRIPTION- Trendy balanced
• 19% of population.• They are very extroverted people. Unlike Trendy materialists they are much
less obsessed with money, and take care about themselves much more. • Relatively loose connection with family.• Modestly interested in security (safe job etc) and routine.• Very much interested in practicing sports (only trendy materialists are better
than them).• Modestly interested in taking care about weight, health pages and vitamins.• They are very ambitious, they set high goals, want to advance in career
much.• They are very outgoing – they go out much, and they would go even more
out (if only possible), they hate spending night in front of TV.• They don’t like to stand still, always looking for novelties and challenges. In
their case that sometimes includes taking risks and fast driving.• They like to stand out, but that is not such an obsession as in case of trendy
materialists. They like being watched by others, to impress the others. Their car should reflect their personality. They like competition. They are fighters.
LIFESTYLE DESCRIPTION- Trendy balanced
• They are “in”, they are well informed about popular places, they wear trendy clothes. They insist in those things (but not in the degree of trendy materialists).
• They like branded products. They like advertised products.• They often don’t pay much attention to lowers prices, discounts, cheaper
products.• Although trendy, they don’t insist on expensive things and people who have
them . Money is not that high measure of quality.• Modestly interested in money and its role.• They like shopping and buying things that they like (no matter of price)• They are not the first nor the last to try new products.• They are impulsive, but not as much as trendy materialists.
• Somewhat more male, very young, still in education or better and/or educated, better affluent. They mostly rarely participate in decision making regarding everyday shopping.
LIFESTYLE DESCRIPTION- Conservative Balanced
• 16% of population.• They are family oriented, cautious (especially with money) people. Although
not extroverted, they are interested in advancing in life, shopping… They are fighters in life, although they prefer certain routine.
• Family is very much important to them.• They are very much interested in secure, steady life and routine.• Not interested in practicing sports.• They take care their weight, but they are even more interested in health
pages and vitamins.• They are ambitious but would not put career at first place in life.• They don’t go out much, although they would go if they had the opportunity.
Night in front of TV is not a bad idea to them. • They look for novelties and challenges, but without risks and fast driving.• They don’t like to stand out, don’t like being watched by others, don’t want
to impress the others.• They are not “in”, they are not well informed about popular places, they
don’t wear trendy clothes.
LIFESTYLE DESCRIPTION- Conservative Balanced
• They are modestly interested in branded products, as well as in advertised products.
• They don’t insist much on lowers prices, discounts, cheaper products.• They don’t like expensive things and people who have them.• Although very cautious about money, they have negative attitude about the
role of the money.• They enjoy shopping much.• They are not the first nor the last to try new products.• They are not impulsive, but very cautious with money.
• They are more female, mature, averagely affluent, participate much in everyday shopping.
LIFESTYLE DESCRIPTION- Conservative Unexcited
• 18% of population.• They are family oriented, cautious (especially with money). They are not
extroverted, not interested in advancing in life, nor in career – it seems as if they worn out.
• Family is very much important to them.• They are much interested in secure, steady life and routine.• Not interested in practicing sports at all.• They don’t take much care about weight. Slightly more interested in health
pages and vitamins.• They are not ambitious at all, not thinking about career much.• They don’t go out (almost) at, nor they would go if they had the opportunity.
Night in front of TV is an excellent idea to them. • They don’t look for novelties and challenges. They try to avoid risks and fast
driving.• They don’t like to stand out, don’t like being watched by others, don’t want
to impress the others.
LIFESTYLE DESCRIPTION- Conservative Unexcited
• They are not “in”, they are not well informed about popular places, they don’t wear trendy clothes.
• They don’t like branded products. They don’t like advertised products.• They usually insist on lowers prices, discounts, cheaper products.• They don’t like expensive things and people who have them.• Although very cautious about money, they have negative attitude about the
role of the money.• They don’t like shopping that much.• They are the last to try new products.• They are not impulsive, but very cautious with money.
• They are more female, pretty old, less affluent and less educated.
DRINKS – 24 HOURS INCIDENCE (%)66.0
41.0
31.0
16.0
47.0
19.0
5.0
17.0
62.0
28.0
40.0
7.0
46.0
11.0
5.0
23.0
75.0
42.0
25.0
16.0
45.0
28.0
5.0 7.0
64.0
40.0
24.0
15.0
44.0
16.0
3.0
16.0
72.0
43.0
36.0
13.0
54.0
18.0
5.0
17.0
61.0
31.0
17.0
18.0
19.0
26.0
2.0
15.0
0
20
40
60
80
100
Dairyproducts
Bottled water Carbonateddrinks
Syrups Fruit juice Tea Wine Beer
Rational Reserved Trendy Materialists Conservative Balanced
Rational Achievers Trendy balanced Conservative Unexciting
Base: Respondents 15-55 (1185)
DRINKS – Stomach share19.3
19.6
12.1
12.1
19.8
4.0
1.2
11.8
16.7
14.0 15.2
2.2
22.7
2.4
2.5
24.4
27.5
24.2
11.0
4.9
18.4
8.9
1.0
4.1
21.5
27.4
8.6
5.4
21.1
4.9
1.3
9.9
23.6
21.1
13.5
3.8
21.5
4.5
1.5
10.5
25.0
22.9
6.6
6.5
16.3
11.0
0.7
10.9
0
10
20
30
40
Milk and dairyproducts
Bottled water Carbonateddrinks
Fruit syrups Fruit juice Tea Vine Beer
Rational Reserved Trendy Materialists Conservative Balanced
Rational Achievers Trendy balanced Conservative Unexciting
Base: Total quantity of drinks drunk
Sha
re
Frequency of juice consumption30.0
38.0
15.0
5.0
12.0
35.0
45.0
9.0
1.0
10.0
32.0
43.0
13.0
4.0
9.0
35.0 37.0
12.0
6.0
10.0
47.0
37.0
10.0
2.0 5
.0
17.0
30.0
18.0
10.0
25.0
0
20
40
60
80
Regular (4-7 times aweek)
Weekly (1-3 times aweek)
Monthly Occasional Does not drink
Rational Reserved Trendy Materialists Conservative Balanced
Rational Achievers Trendy balanced Conservative Unexciting
Base: Respondents 15-55 (1185)
Pe
rcen
tage
(%
)
Juice consumption – Occasions 171.0
67.0
59.0
56.0
56.0
56.0
74.0 7
9.0
64.0
62.0
62.0
51.0
84.0
82.0
69.0
68.0
60.0
40.0
81.0
77.0
68.0
61.0
55.0
51.0
74.0
68.0 7
3.0
67.0 7
3.0
66.0
74.0 78.0
57.0
54.0
19.0 23.0
0
20
40
60
80
100
During a visit tosomeone
With family athome
Watching TV While resting, notdoing anything
special
When going out –in a café,
restaurant
At parties,celebrations
Rational Reserved Trendy Materialists Conservative Balanced
Rational Achievers Trendy balanced Conservative Unexciting
Base: Juice drinkers 15-55 (1043)
Pe
rcen
tage
of p
roba
bili
ty
Juice consumption – Occasions 2
37.0
45.0
30.0
23.0
21.0
13.0
53.0 5
9.0
53.0
55.0
15.0
41.0
54.0
39.0 43.0
17.0
35.0
25.0
50.0
41.0
41.0
23.0
25.0
21.0
51.0 5
8.0
41.0
53.0
16.0
24.0
46.0
33.0
28.0
5.0
22.0
16.0
0
20
40
60
80
100
Reading books,newspapers
At work, at school…
While doingsomething at
home – tidying up,studying…
While practicingsome sport, orafter practicing
some sport
While baby-sitting,playing with
children
During a walk
Rational Reserved Trendy Materialists Conservative Balanced
Rational Achievers Trendy balanced Conservative Unexciting
Base: Juice drinkers 15-55 (1043)
Pe
rcen
tage
of p
roba
bili
ty
Juice consumption – Motives 175.0
64.0
61.0
58.0
43.0
84.0
76.0
77.0
71.0
61.0
86.0
72.0
71.0
72.0
71.07
7.0
75.0
63.0
60.0
60.0
86.0
68.0
75.0
67.0
65.07
2.0 76.0
55.0
48.0
49.0
0
20
40
60
80
100
When I want tofreshen up
When I'm offered When I'm thirsty When I want to drinksomething in between
meals
When I want to relaxand enjoy
Rational Reserved Trendy Materialists Conservative Balanced
Rational Achievers Trendy balanced Conservative Unexciting
Pe
rcen
tage
of p
roba
bili
ty
Juice consumption – Motives 247.0
48.0
37.0
30.0
11.0
63.0
65.0
54.0
55.0
31.0
67.0
61.0
51.0
47.0
14.0
60.0
57.0
45.0
43.0
19.0
58.0 62.0
55.0
47.0
13.0
52.0
47.0
37.0
39.0
5.0
0
20
40
60
80
100
When I want to be withmy friends
During a meal or rightafter a meal
When I need a dose ofenergy
When I wantsomething sweet
Instead of a meal
Rational Reserved Trendy Materialists Conservative Balanced
Rational Achievers Trendy balanced Conservative Unexciting
Pe
rcen
tage
of p
roba
bili
ty
Juice consumption
• Rational Reserved:• Somewhat more often (than avg) at parties; refreshing motive.
• Trendy materialists:• All kinds of social gathering, but also at work, school, while
parasitizing sports…; often instead of meal, and as a sweet, energetic dose.
• Conservative Balanced:• Family gathering (including visiting someone) and social occasions/
motives.• Trendy balanced:
• HORECA, parties, sport, at work; juice as an energetic doze.• Rational Achievers:
• All kinds of social gathering.• Conservative Unexcited
• Family gathering; often wait to be offered.
Juice brands• Rational Reserved:
• Generally they follow standard pattern (Next – Nectar – Moc prirode etc), but often know/consume “other” i.e. rare brands.
• Trendy materialists:• Like much advertised brands (Next and Nectar) and foreign brands
(Bravo)• Conservative balanced:
• Look for affordable mainstream brands (Nectar, Moc prirode, SU voce), but Next is still important.
• Trendy balanced:• Apart from standard pattern (Next – Nectar – Moc prirode etc), they like
foreign brands.• Rational Achievers:
• Look for affordable mainstream brands (Nectar, Moc prirode, SU voce), but Next is still very important.
• Conservative Unexcited• Somewhat more than avg oriented toward SU voce and/or Moc prirode.
Flavors – Favorite flavors – All three choices44.0
41.0
39.0
39.0
31.0
25.0
9.0 1
1.0
6.0
3.0
36.0 38.0
39.0
38.0
22.0
23.0
22.0
11.0
10.0
37.0
43.0
37.0
43.0
38.0
25.0
14.0
8.0
7.0
3.0
44.0
41.0
33.0
38.0 40.0
26.0
7.0
11.0
5.0
3.0
46.0
39.0
39.0
33.0
23.0
28.0
16.0
12.0
6.0
5.0
40.0
44.0
40.0
25.0
30.0
21.0
4.0
10.0
5.0
4.0
0
10
20
30
40
50
60
Apple Peach Orange Strawberry Apricot Blueberry Cocktail Cherry Pineapple Pear
Rational Reserved Trendy Materialists Conservative Balanced
Rational Achievers Trendy balanced Conservative Unexciting
Base: Juice drinkers 15-55 (1043)
Per
cent
age
(%
)
When we talk about total quantity of juices that you drink, what is the percentage of pure orange juice in that?
19.0
12.0
16.0
14.0
25.0
20.0
15.0
20.0
11.0 1
3.0
23.0
14.0
20.0
11.0
22.0
20.0
19.0
19.0
13.0 1
5.0
14.0
17.0
22.0
16.0
22.0
28.0
11.0 12.0 1
4.0
14.0
0
10
20
30
40
Does not consume Up to 10% 11% - 33% 34% - 50% 51% - 100%
Rational Reserved Trendy Materialists Conservative Balanced
Rational Achievers Trendy balanced Conservative Unexciting
Base: Juice drinkers 15-55 (1043)
Pe
rce
ntag
e (%
)
Flavours
• Rational Reserved:• Orange, apple, peach, blueberry…
• Trendy materialists:• Orange, apple, cocktail
• Conservative Balanced:• Peach, strawberry, orange (some of them like OJ much)
• Trendy balanced:• Apple, orange (including OJ), peach, strawberry…
• Rational Achievers:• Peach, apple, apricot, strawberry…
• Conservative Unexcited:• Apple, apricot, peach (orange yes, but not OJ that much)
In what kind of store do you usually buy juices?
11.0
24.0 2
7.0 3
0.0
7.0
2.0
24.0
24.0
38.0
11.0
7.0
27.0 29.0
28.0
9.01
1.0
22.0
34.0
23.0
8.0
5.0
19.0
30.0
38.0
6.0
4.0
20.0
29.0 3
2.0
15.0
0
10
20
30
40
50
60
Hypermarket (six andmore cash registers)
Supermarket (three ormore cash registers)
Small self-servicestore (one to two cash
registers)
Classical store with adesk
Specialized store fordrinks
Rational Reserved Trendy Materialists Conservative Balanced
Rational Achievers Trendy balanced Conservative Unexciting
Base: Those who go juice shopping at least 4 times out of 10 (810)
Per
cent
age
(%
)
How would you describe your purchase of juices?
79.0
11.0
7.0
79.0
16.0
5.0
81.0
13.0
3.0
77.0
18.0
4.0
86.0
11.0
1.0
75.0
20.0
1.0
0
10
20
30
40
50
60
70
80
90
100
I buy juices in the same store as otherfood
I usually buy juices in a store withlower prices
I buy bigger quantities of juice in bigsupermarkets
Rational Reserved Trendy Materialists Conservative Balanced
Rational Achievers Trendy balanced Conservative Unexciting
Base: Those who go juice shopping at least 4 times out of 10 (810)
Per
cent
age
(%
)
BRAND – How important is it
3.67
4.313.89 3.96
3.59 3.66
0
1
2
3
4
5
Rational Reserved TrendyMaterialists
ConservativeBalanced
Rational Achievers Trendy balanced ConservativeUnexciting
Rational Reserved Trendy Materialists Conservative Balanced
Rational Achievers Trendy balanced Conservative Unexciting
Base: Those who go juice shopping at least 4 times out of 10 (810)
Ave
rage
rat
ing
(1-5
)
PRICE – How important is it
3.71 3.634.02 4.14
3.634.11
0
1
2
3
4
5
Rational Reserved TrendyMaterialists
ConservativeBalanced
Rational Achievers Trendy balanced ConservativeUnexciting
Rational Reserved Trendy Materialists Conservative Balanced
Rational Achievers Trendy balanced Conservative Unexciting
Base: Those who go juice shopping at least 4 times out of 10 (810)
Ave
rage
rat
ing
(1-5
)
Shopping behavior
• Rational Reserved:• Hypermarkets and other self-service, groceries also; looking for wide choice of
products with kind staff (pretty demanding); insist only on juice (flavor or brand somewhat less important).
• Trendy materialists:• Groceries and self-service; looking for wide choice of products but close; insist
on brand.• Conservative Balanced:
• Supermarkets; looking for wide choice of products and kind staff; insist on price and flavor mostly; admit they are sometimes prone to impulsive shopping.
• Trendy balanced:• Groceries and self-service; looking for wide choice of products but close shop
with kind staff (pretty demanding); insist on flavor mostly; admit they are sometimes prone to impulsive shopping.
• Rational Achievers:• Smaller and other self-service, groceries; looking for wide choice of products;
insist on flavor and price.• Conservative Unexcited
• Liquor discounts; looking for the closest store; insist on price.
Life stile segmentation for coffee producer – Second example
Presence of different life style segment types in a population among coffee drinkers
Impulsive20.0%
Rational29.0%
Conservative51.0%
Consumer Behavior
4.1
3.6
2.4
3.2 3.2 3.0
2.4
1.8
3.4
0
1
2
3
4
5
U mojoj kuci uvek ima barjedna flasa stranog pica.
Volim da isprobam svakinovi proizvod, cak i ako
mi nije neophodan.
Kada kupujem nekunamirnicu, proverim cenuprisutnih marki i obicno
kupim jeftiniju.
Impulsive Rational Conservative
Attitude toward status symbols
2.63.1
2.8
3.63.1 3.3 3.3
3.6
1.72.2 2.2
2.6
0
1
2
3
4
5
Volim da znam gdeizlaze, kako se
oblace i sta koristejavne licnosti.
Kupovina finihstvari, svetski
poznatihproizvodjaca, znakje uspeha u zivotu.
O coveku mnogogovore markeproizvoda koje
koristi.
Kada neštokupujem veoma mi
je vazan dizajn-izgled pakovanja.
Impulsive Rational Conservative
Consumer behaviors
3.33.6
4.2
3.23.5
3.93.9
3.1
3.8
0
1
2
3
4
5
Nikad ne kupujemproizvod samo zato štomi se svidja, ako mi nije
potreban.
Teško se odlucujem dapromenim svoju marku
koju koristim.
Više verujem poznatimproizvodjacima hranenego manje poznatim.
Impulsive Rational Conservative
Orientation: home/ outside
2.6
1.9
2.5
3.53.3
3.7
2.52.7
3.1
0
1
2
3
4
5
Volim da gledam TVreklame.
Volim taj odlazaknedeljom na pijacu.
Volim da obavljam kucneposlove.
Impulsive Rational Conservative
Orientation: home/ outside
1.6
2.1
3.8
2.0
3.0
3.5
2.83.0
3.43.6
1.8
3.2
0
1
2
3
4
5
Novac bih preuptrebio/la na
krecenje nego naletovanje.
Vikendom ustajemu isto vreme kao iradnim danima.
Ulazem mnogovremena i napora u
gradjenje svojekarijere.
Obicno nemamzelju za vecernjim
izlaskom.
Impulsive Rational Conservative
Orientation: home/ outside
3.64.0 4.2
3.9 3.8 3.94.0 4.13.9
0
1
2
3
4
5
Volim da provodim veceuz TV program.
Nikad ne donosim nijednuznacajnu odluku bezdogovora sa svojom
porodicom.
Naša porodica je naokupu bar za jedan obrok
dnevno.
Impulsive Rational Conservative
Attitudes toward Turkish coffee
2.1
2.9
2.0
2.5
3.2
2.52.52.7
1.6
0
1
2
3
4
5
Pijenje kafe loše utice namoje zdravlje
Kafa mi pomaze dasavladam stres
Volim da citam saambalaza o sastojcima
turske kafe
Impulsive Rational Conservative
Attitudes toward Turkish coffee
3.4 3.6
2.9
4.2
3.5 3.5
2.9
3.8
2.5 2.63.1
3.8
0
1
2
3
4
5
Veoma mi je vaznoda kafa koju
kupujem ima lepodizajniranopakovanje
Volim da probamnove turske kafekoje se pojave.
Sve markirane crnekafe (koje se mogu
naci kod nas) suslicnog ukusa I
kvaliteta.
Volim da poklonim200g kafe.
Impulsive Rational Conservative
Attitudes toward Turkish coffee
4.1
3.4
4.2
2.2
4.23.8
4.1
2.3
4.1
3.3
4.2
1.8
0
1
2
3
4
5
Volim da je pijempolako, da senasladjujem
svakim gutljajem
Kada je popijes,kao da si sebinesto poklonio
Kafa mi najviseprija kada pravimpauzu, nista ne
radim.
Pijem je uzsvakodnevne
poslove, nosim jekako se krecem po
kuci.
Impulsive Rational Conservative
Attitudes toward Turkish coffee
1.9
4.1
2.8
4.1
2.4
3.9
3.43.7
2.0
3.8
2.8
3.9
0
1
2
3
4
5
Vise volim da jepijem kada sam
sam
Pijenje kafepodstice na
razgovor
Samo ja znam kakoda skuvam moju
kafu.
Poseban je ugodjajkada ti neko drugiiz porodice spremi
kafu.
Impulsive Rational Conservative
Attitudes toward Turkish coffee
2.2
3.02.82.7
3.3
2.22.5
2.8
1.6
0
1
2
3
4
5
Turska kafa je pice viseza starije nego za mladje
ljude.
Savremeno pice Obicno je pijem urestoranima I kaficima
Impulsive Rational Conservative
Attitudes toward Turkish coffee
4.1
2.1
4.24.2
2.4
4.24.1
1.9
4.3
0
1
2
3
4
5
Nema sanse da nepopijem jutarnju kafu.
Jutarnju kafu pijem uvekna brzinu.
U jutarnjoj kafi posebnouzivam.
Impulsive Rational Conservative
Thank you!