Attitude and Hedonism – Comparing The Results of Two Empirical Studies
The aim of current study is to segment consumers based on internationally developed scales related to meat consumption and hedonism. The relevance of this topic can be explained by current customer trends, namely plant based diets are very popular or diets with minimal meat consumption independently the possible negative effects on health. Hungarian people are basically omnivores and meat is an important source of nutrition. The aim of this study is to explore the attitude towards meat consumption based on the one hand hedonism variables, and on the other hand based on MAQ (Meat Attachment Questionnaire). For main clusters of consumers can be distinguished based on their positive, negative or neutral attitude towards eating and different types of meat consumption: meat lovers, white meat lovers, omnivores and vegans. Three clusters can be identified based on hedonism, affinity, entitlement, and dependence: meat eaters, neutrals, and functional meat eaters. Health and health management are important topics both at macro- and microeconomic levels. Making white meat (fish and poultry) more popular and increasing the consumption of white meat is necessary with a marketing communication campaign. Emphasizing affinity can be a good way of differentiation when ethical questions are in focus.
Keywords - MAQ Scale, Meat Consumption, Clustering.