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Article
Publication date: 16 January 2025

Ivan-Damir Anic, Natasa Kurnoga and Blazenka Knezevic

This paper aims to detect the patterns of food-related lifestyles of university students, identify the groups of individuals based on these lifestyles and investigate their…

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Abstract

Purpose

This paper aims to detect the patterns of food-related lifestyles of university students, identify the groups of individuals based on these lifestyles and investigate their tendency to adopt innovative food products.

Design/methodology/approach

The data collected from university students in Croatia (n = 641) were analysed using factor and cluster analyses and a chi-squared test.

Findings

The findings revealed 11 food-related lifestyles and four groups of university students: “Convenience-oriented”, “Conscious consumers”, “Adventurous eaters” and “Family-oriented Cooks”. Adventurous eaters are the most interested in buying innovative food products, and many of them are food innovators (20%). Sampled individuals are open to new foods, and only a tiny percentage are reluctant to try new and unfamiliar foods.

Practical implications

The study provides recommendations on how marketers and food producers might target these consumers more efficiently and boost the sales of innovative food products.

Originality/value

This study contributes to the literature by (1) revealing food-related lifestyles among university students in Croatia, (2) developing the typology of consumers based on their lifestyles and (3) providing new knowledge of how food-related lifestyles affect the adoption of innovative food products.

Details

British Food Journal, vol. 127 no. 3
Type: Research Article
ISSN: 0007-070X

Keywords

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Article
Publication date: 6 March 2017

Dubravka Sinčić Ćorić, Ivan-Damir Anić, Sunčana Piri Rajh, Edo Rajh and Nataša Kurnoga

This paper aims to explore buying decision factors and approaches of companies operating in manufacturing industry in Croatia.

1911

Abstract

Purpose

This paper aims to explore buying decision factors and approaches of companies operating in manufacturing industry in Croatia.

Design/methodology/approach

The data collected by company survey were analysed using exploratory and confirmatory factor analyses, cluster analysis and cross-tabulation analysis.

Findings

Results show that manufacturers are influenced by six distinctive factors when making purchasing decisions. These are supplier’s flexibility, supplier’s reliability, interdepartmental communication, top management support, routine purchases and buyer’s price sensitivity. Manufacturers can be classified in four different groups according to their buying decision-making patterns.

Practical implications

This paper provides a set of factors and approaches which might help selling companies and sales representatives understand the purchasing practices of buying company better, and develop adaptive selling approaches accordingly.

Originality/value

Based on a literature review and field research, an instrument of organizational buying behaviour was developed and tested in the Croatian manufacturing industry. The factors of organizational buying behaviour patterns were identified, and the typology of buying decision approaches applicable for manufacturing industry was developed.

Details

Journal of Business & Industrial Marketing, vol. 32 no. 2
Type: Research Article
ISSN: 0885-8624

Keywords

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Article
Publication date: 17 September 2019

Blazenka Knezevic, Natasa Kurnoga and Ivan-Damir Anic

The purpose of this paper is to examine the knowledge, awareness and concern of young consumers towards avoidable and “edible” food waste, and identify groups of individuals based…

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Abstract

Purpose

The purpose of this paper is to examine the knowledge, awareness and concern of young consumers towards avoidable and “edible” food waste, and identify groups of individuals based on their attitudes. In addition, this study describes demographic and behavioural characteristics of each group.

Design/methodology/approach

The data were collected by a questionnaire conducted among university students in Croatia. Factor and cluster analyses were applied to identify the groups of individuals with similar attitudes towards food waste.

Findings

Results show that there are five factors that represent the knowledge, awareness and concern about food waste of young people – awareness of food waste problem; concern about economic aspects of food waste; health concern; concern about environmental impact of food waste; and awareness and concern about expiration date. Based on those factors, four groups of consumers were identified: consumers concerned about economic effects of food waste; unaware consumers neglecting food waste; well-informed consumers; and fully aware consumers, but not ready to take health risk.

Practical implications

The results of the study can be used by marketers and policy makers when planning food waste reduction activities to focus their campaigns towards consumer niches, based on the typology of young consumers.

Originality/value

This study provides a typology of university students based on their knowledge, awareness and concern about food waste in Croatia, as an example of a transition and new EU member state, where the issues about food waste are relatively new and underexplored topic.

Details

British Food Journal, vol. 121 no. 11
Type: Research Article
ISSN: 0007-070X

Keywords

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