Abstract
The aim of the paper is to create a typology of consumers based on the consumption of food products and non-alcoholic beverages for two countries. The research was conducted among non-randomized respondents representing 900 Polish and 300 Slovakian households. The Polish part of the study was carried out in the Silesian and Mazovian provinces. The Slovakian part of the study was carried out in the whole country. To identify four groups of consumers, the paper used the clustering of objects method, especially the Two-Step method: Ward (hierarchical) cluster analysis and non-hierarchical k-means cluster analysis. The authors represent the difference in the results achieved between types of consumers. Poles and Slovakians similarly perceive the financial status of their households and the attention paid to food price when buying it. However, there is a significant difference in food consumption. When eating, Slovaks are influenced more by vegetarian and vegan fashion trends and emotional experience than price. On the contrary, Poles are more interested in the health aspect of the food consumed and its quantity when emphasizing the price, which results from being less financially satisfied. The results of the research provide information about changes in consumer attitudes in the researched area and their thinking about their consumption, respectively lifestyle, and illustrate some trends in consumer behavior for the current and post-COVID-19 era.
Highlights
People make decisions regarding food consumption based on different motives and in other ways [1]
Responding to the theoretical and managerial importance of the subject, this study aims to identify and develop a more detailed typology of the consumer in the food market that answers significant and previously unexamined concerns about comparing a level of development the consumer society in Poland and Slovakia
Consumers’ attitudes and emotional associations varied with the type of segment and food category in this comparing of Poles and Slovakians
Summary
People make decisions regarding food consumption based on different motives and in other ways [1]. Responding to the theoretical and managerial importance of the subject, this study aims to identify and develop a more detailed typology of the consumer in the food market that answers significant and previously unexamined concerns about comparing a level of development the consumer society in Poland and Slovakia. We formulated research questions on the consumption of food and non-alcoholic beverages to assess perceived health and purchase intentions by different consumer segments. It meant to investigate that Polish or respectively Slovakian consumers have a positive, more or less significant attitude towards foods concerning their health. Nystrand and Olsen [7] highlight nutrition and health knowledge and information; cognitive and sufficient antecedents such as attitudes, perceptions and beliefs, product properties, and sociodemographic variables as important for consumer choices regarding food.
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