Abstract

The aim of the article.  The object of the article is to ground the scientific and methodological approach to segmentation of niche market of meat and meat products (by the example of  Kharkiv local market) and to determine specific characteristics of consumer behavior of the selected segments.It was identified features of demand on the market of meat and meat products; it is conducted market research by means of written survey by questionnaire among the residents of Kharkiv. The results of the analysis. It is made a number of important conclusions for manufacturers and sellers of meat and meat products that should be taken into consideration when forming the marketing strategy and policy of the enterprice in the market of meat and meat products in Kharkiv region. For the development of promising market niches of meat and meat products it was made multi-criterial segmentation. Scientific novelty of results of the study consists in the  development of theoretical and methodological regulations, scientific and practical approach to segmentation of niche market that is complemented by criteria of cusomers identification, that allows  to distinguish the segments of “Gourmet”, “Epicurus”, “Life lovers”, “Careful parents” in the market of meat and meat products. For this purpose on the basis of two-factor method of segmentation with the usage of  demographic and psychographic features it was identified the following segments: consumers of organic meat and consumers of exclusive meat products. Specified segments are characterized according to commodity advantages of the choice of meat and meat products, psychographic characteristics, reason of purchasing, customer status, desired benefits,  intensity of consumption, willingness to purchase, attitude to the product, ultimate expectations, the level of purchasing power. The basic feature of market segmentation is the income level of consumers. The priority target audience of buyers of organic meat and meat products consists of consumers with high income level and families with children (above average income level). It is proposed the methodical approach to market segmentation based on the assessment of the attractiveness by using a three-level scale according to the defined system of criteria (profitability, significance, protection from competitors, materiality, accessibility, opportunity of identification, adequacy, uniformity, the level of solvency). Consumers of the selected segment “Demanding meat eaters” are oriented to meet the special demand in more qualitative, delicacy and exclusive products. Consumers of organic meat are people with high and above average income level, people who care about a healthy lifestyle, prefer high-quality and safe products, and also families with children of preschool and early school age. Consumers of organic meat are offered to call “Life lovers”, these are people who follow a healthy nourishment and “Careful parents”, these are people who buy organic meat for childhood nutrition. Conclusions and directions of further research.  Consumers of exclusive meat products are people with high income level, these are wealthy consumers who are oriented on the support of their status, prefer sophistication, highest quality, safety and prestige of the production, and people with certain religious traditions in case of kosher products consumption. The selected segments are evaluated according to the developed scale and the results of the evaluation indicate their quite high attractiveness. The results of the research can be used in further scientific and practical investigations in the direction of a marketing strategy making to promote organic, delicacy and exclusive meat products.

Keywords: market segmentation, market of meat and meat products, marketing policy, market niche, marketing

JEL Classification: M31, Q13.

Cite as: Savytska, N.& Afanasieva, O. (2017). Segmentation of niche markets of meat and meat products (by the example of local market). Marketing and Management of Innovations, 1, 42-51. https://doi.org/10.21272/mmi.2017.1-04

This work is licensed under a Creative Commons Attribution 4.0 International License

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