Factor and Cluster Analyses of the Hungarian Dairy Market

Abstract

Nowadays the consumers’ purchasing habits are changing significantly. It is necessary to segment the consumers differently if we want to plan an effective dairy marketing strategy, since the traditional segmentation methods often do not offer results and consumer groups that satisfy the fast changing demands of our time. I carried out a representative questioning by questionnaire with 1000 people to analyze the Hungarian milk and dairy product consumption habits. I analyzed the obtained data with the help of the SPSS statistical program then formed four consumer groups with factor and cluster analyses. They are the following: -„Consumers thinking traditionally” They mostly buy the usual well-known products. They often eat cottage-cheese and sour cream. They drink liquid milk from plastic bag most often. They hardly changed their nutrition habits. The rate of people purchasing from the producer is the highest in this group. -„Price sensitive consumers” When they choose a product price is the most important for them. They are not brand-loyal, they search products at reduced prices in the shops. The buy one glass of fruit-yoghurt on average. They usually make a shopping list. They prefer shopping in small grocer’s shops. - „The outcasts” They think they are the losers of the change of regime, they are the least patriots. They think that the prices of the Hungarian dairy products are high, so they buy and consume them very rarely. They are not aware of their health-protective qualities. They prefer eating margarine. This group buys half a litre of milk most often. -„The modern snack-eaters, who are responsive to new things” The lasting, reliable quality as well as health concerns are more important to them than the price. They are willing to pay more for the better quality goods. They prefer carton milk to milk in plastic bag. They buy and consume fruit-yoghurt, cheese, milk dessert and ice cream more often and in bigger quantity than the consumers of the first three clus-ters. This group does their shopping in hypermarkets most often.