Analysing purchasing behaviour: A consumer segmentation of fresh-meat shoppers in Germany

Annika Johanna Thies, Daniela Weible & Matthias Staudigel
Negative effects of heavy meat consumption have been critically discussed in politics, the public and science for a long time. As there is heterogeneity in consumer behaviour, targeted measures regarding behaviour management can hardly be implemented on the basis of an average consumption levels but should take into account different consumer segments. Therefore, this study performs a segmentation and characterisation of fresh-meat-shoppers based on household panel data provided by the GfK. A cluster analysis was...
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