Multi-dimensional segmentation of the consumer sector of domestic institutional catering

Abstract

The present study reflects the sub-results of a national 1000-person-survey with a basic objective to characterise the members of domestic institutional catering according to the food consumer preferences, the eating habits and the value system besides the demographic characters. During the data processing of the research I carried out two- and multi-variable correlation examinations with the help of Chi-square- trial, factor-, cluster- and variance-analyses besides descriptive statistics.
On the basis of the results consumer segments of domestic institutional catering can be characterised by means of relevant criteria and the special marketing activities which are necessary to target the consumer segments of institutional catering can be outlined.