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Coffee Consumer Segmentation: Implications for Producers and Sellers

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Perspectives on Consumer Behaviour

Part of the book series: Contributions to Management Science ((MANAGEMENT SC.))

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Abstract

The coffee market is an example of a global market which is undergoing constant and dynamic transformation. Enterprises wishing to maintain or increase their share in such a market are forced to constantly monitor not only their competitors, but also—if not primarily—buyers of their products. One of the ways to precisely recognise the needs and preferences of consumers is to conduct market research and undertake market segmentation based on the results of such research. The purpose of the article is to show the use of segmentation analysis to identify relatively homogeneous groups of consumers on the coffee market and to determine the size of these segments. Coffee market consumer segmentation was carried out using cluster analysis. Ward’s hierarchical method and the non-hierarchical k-means method were used. The material used for the analysis consisted of the results of direct research carried out on a sample of 800 Polish coffee consumers. The research was conducted nationwide using the online survey method in July 2018. The statistical analyses carried out and the segmentation procedure which was applied allowed six segments of consumers on the Polish coffee market to be distinguished, along with their structure and size. The segments which were defined are: responsible, aspiring to be connoisseurs (13.25%), loyal coffee enthusiasts (17.00%), pragmatic users (23.25%), laymen (16.75%), sophisticated connoisseurs (16.75%), and connoisseurs, but not at any price (13.00%). The research shows that consumers on the Polish coffee market constitute a heterogeneous group. Demographic, economic and behavioural variables proved to be the characteristics which distinguish coffee consumers.

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Authors and Affiliations

  1. University of Economics in Katowice, Katowice, Poland

    Grzegorz Maciejewski

  2. Mokate SA, Ustroń, Poland

    Sylwia Mokrysz

  3. WSB University, Dąbrowa Górnicza, Poland

    Łukasz Wróblewski

Authors
  1. Grzegorz Maciejewski
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  2. Sylwia Mokrysz
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  3. Łukasz Wróblewski
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Correspondence to Grzegorz Maciejewski .

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Editors and Affiliations

  1. WSB University, Dąbrowa Górnicza, Poland

    Włodzimierz Sroka

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Maciejewski, G., Mokrysz, S., Wróblewski, Ł. (2020). Coffee Consumer Segmentation: Implications for Producers and Sellers. In: Sroka, W. (eds) Perspectives on Consumer Behaviour. Contributions to Management Science. Springer, Cham. https://doi.org/10.1007/978-3-030-47380-8_8

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