Segmentierung der Kunden des Wiener Bio-Supermarktes „denn’s Biomarkt“ mithilfe einer Clusteranalyse

Although the Austrian organic specialist trade only constitutes a small share of overall organic food revenues, the number of organic specialist trade shops has been increasing constantly. The aim of this study is to analyze customers of Viennese organic supermarkets (a type of organic specialist trade) and to derive target groups based on this analysis. Using a standardized questionnaire, 211 customers of organic supermarket “denn’s” were surveyed. Within the analysis of the survey, sociodemographic and psychographic attributes as well as attributes related to buying behavior were detected. The target group segmentation was done by cluster analysis using two cluster methods (single linkage and ward method). Descriptive survey results show that customers of Viennese organic supermarket “denn’s” are mainly female. Generally, customers are middle-aged and show a comparatively high level of education and income. When buying organic food, personal health is the most important aspect, followed by environmental protection and animal welfare. Regarding eating habits, more than 60% of the surveyed customers are vegetarians or vegans and about 35% follow a gluten- or lactose-free diet. Moreover, the crucial purchase motives are product selection, product information and pricing. Through cluster analysis four different target groups of customers were identified.