Jerko Markovina

Attitudes to healthy eating among a representative sampling of Croatian adults : A comparison with Mediterranean countries

The objectives of this study were to examine the understanding of healthy eating, to assess the perceived need to change eating habits, to identify information sources about healthy eating among Croatian adults and to compare it with other Mediterranean countries. The sample included 1,006 randomly selected Croatian subjects over 15 years of age. The questions were adapted from the Pan-European Survey (1995–1996). A total of 50% of the participants described healthy eating as ‘fresh and natural foods’, more than one-half believed there is no need to change eating habits (53%) and ‘newspapers/magazines’ (26%) were identified as the most frequently used sources of information about healthy eating. Older males, either unemployed or retired, of lower educational background and monthly incomes, and the overweight and obese were the subgroups of the Croatian population that pose a real challenge to health nutrition promoters. A comparison with Mediterranean countries showed a higher level of similarity in attitudes with Italians.

Psychographic Segmentation of the Zagreb Apple Market

The objective of this article is to identify market segments based on psychological traits of consumers in the area of Croatias capital, Zagreb. In February 2006, a face-to-face survey was conducted on a sample of 426 apple buyers in three Zagreb supermarkets. Buying behaviour, attitudes toward apples, the importance of apple attributes, and the importance of information in buying apples were examined. Data obtained from the survey were analyzed with univariate analyses, Chi-square test, ANOVA, cluster and factor analyses. In the Zagreb market for apples, three market segments were identified: heavy consumers, practical consumers, and indifferent consumers. These segments are different in their buying behaviour, importance of apple attributes, and sociodemographic characteristics. Marketing recommendations are given taking into account the specifics of each segment. Segments of heavy and practical consumers should be the target of marketing activities since they are the consumer groups with the biggest potential for further growth of consumption.