A COMPARAISON BETWEEN THE SEGMENTATION OF HONEY MARKET IN ROMANIA AND IRELAND

Cristina Bianca POCOL, Liviu Al. MARGHITAS

Abstract


This study made a comparison between the honey market segmentation in Romania and Ireland.
The research was based on the quantitative and qualitative methods. The segmentation revealed very big differences
between the Romanian and Irish Consumers. The attributes for which honey is appreciated are totally different from
one country to another. Romanian people are more interested in the qualities like: natural, medical or sweet taste of
the product, while Irish people are more concerned on the dimension of the scale of production, on price and texture.
These findings prove the differences in life style, behaviour and way of thinking between Romanian consumer and
Irish ones

Keywords


market; segmentation; cluster; consumer; Romanian; Irish; honey; attributes

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DOI: http://dx.doi.org/10.15835/buasvmcn-hort:964


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