Segmentation and characteristics of truffle consuming and buying behaviour

Some of the at home and outdoor meals in the luxury goods category can be grouped into the experience products like the meals with truffle. The truffle consuming behaviour is strongly related to the prestige (hedonist, snob, bandwagon and veblenian) consuming motivations. We have analysed the consuming behaviour on a domestic representative sample (1060 people older than 15) and 113 persons were consumers of meals with truffle. The data base was evaluated with the help of factor and cluster analysis. We have defined three consumer segments that were characterised with the demographic factors, frequency of consumption and the behaviour characteristics. We have analysed buying behaviour on the sample of 63 restaurants.

W artykule przedstawiono analizę zachowań konsumentów i nabywców trufli. W jej wyniku dokonano segmentacji rynku trufli na trzy główne segmenty, rozróżnione przez czynniki demograficzne, częstotliwość zakupu i zachowanie nabywców.