SZARVASGOMBA FOGYASZTÓI ÉS BESZERZÉSI MAGATARTÁSÁNAK SZEGMENTÁLÁSA ÉS JELLEMZŐI

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, snobbish, imitator and ostentatious) consuming motivations. We have analysed the consuming behaviour on a domestic representative sample (1060 people older than 16) 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 sample of 63 restaurants.