SEGMENTATION OF HONEY BUYERS’ BEHAVIOUR BY CONJOINT ANALYSIS

A marketing analysis of Czech consumers’ behaviour when buying honey is discussed from the viewpoint of price, origin, honey type, crystallized sugar, and organic quality aspect. The surveyed target groups of honey consumers, who are examined also with respect to their education level, are from Prague and the Central Bohemian Region. The original premise of this research was the hypothesis that, when buying honey, customers focus primarily on its price and type. This hypothesis was verified by conjoint analysis. The results have shown that consumers are interested primarily in the price and origin of honey. An important parameter for buying honey is its (non)crystallization. Although it does not affect objective quality parameters of honey, it affects the consumers’ subjective perception of honey quality during purchase. Two clusters of honey consumers emerged through cluster analysis: the first cluster focussing on the origin, type, and price/sugar crystallization of honey, and the second interested in the origin, price, and quality of organic honey