EJPAU 2005. Szwacka J. CONCEPT OF SEGMENTATION STRATEGIES OF FOOD INDUSTRY COMPANIES IN POLAND

Electronic Journal of Polish Agricultural Universities (EJPAU) founded by all Polish Agriculture Universities presents original papers and review articles relevant to all aspects of agricultural sciences. It is target for persons working both in science and industry,regulatory agencies or teaching in agricultural sector. Covered by IFIS Publishing (Food Science and Technology Abstracts), ELSEVIER Science - Food Science and Technology Program, CAS USA (Chemical Abstracts), CABI Publishing UK and ALPSP (Association of Learned and Professional Society Publisher - full membership). Presented in the Master List of Thomson ISI.

2005
Volume 8
Issue 4

Topic:

Economics

ELECTRONIC
JOURNAL OF
POLISH
AGRICULTURAL
UNIVERSITIES

Szwacka J. 2005. CONCEPT OF SEGMENTATION STRATEGIES OF FOOD INDUSTRY COMPANIES IN POLAND, EJPAU 8(4), #81.
Available Online: http://www.ejpau.media.pl/volume8/issue4/abs-81.html

CONCEPT OF SEGMENTATION STRATEGIES OF FOOD INDUSTRY COMPANIES IN POLAND

Joanna Szwacka
Department of Agrarian Policy and Marketing, Warsaw Agricultural University, Poland

ABSTRACT

The paper contains the concept of strategic segmentation decisions on food market in Poland. Criteria of segmentation variable selection on food market and methods of research in this range were formulated. In addition, the hierarchy of segmentation criteria for selected product markets in dependences on degree of market saturation and product specific were established. These activities determine the base of the choice of market segments. Proposed diagnosis determines the base of decision undertaking in selection range and differentiating of marketing tools by food industry companies.

Key words: segmentation, hierarchy of segmentation criteria, TGI, psychographic profiles of consumers, mass marketing, diversified marketing.

Joanna Szwacka
Department of Agrarian Policy and Marketing,
Warsaw Agricultural University, Poland
Nowoursynowska 166, 02-787 Warsaw, Poland
email: szwacka_j@wp.pl

Responses to this article, comments are invited and should be submitted within three months of the publication of the article. If accepted for publication, they will be published in the chapter headed 'Discussions' and hyperlinked to the article.