Published in Scientific Papers. Series "Management, Economic Engineering in Agriculture and rural development", Vol. 21 ISSUE 2
Written by Roxana-Larisa CADAR, Antonio AMUZA, Diana Elena DUMITRAȘ, Cristina Bianca POCOL

The consumption behaviour for products obtained from medicinal and aromatic plants (MAPs) has been little studied, until nowadays, in Romania. In the current context, in which there can be noticed an accentuated increase of these products’ supply on the market and the consumers’ concern with a healthy lifestyle, this study has aimed at a segmentation of the consumers of MAPs products, according to their frequency, purpose of use and sociodemographic features. The data collection has been carried out in Cluj-Napoca, by administering a questionnaire to the city’s residents, consumers of MAPs products. The collected data have been statistically analysed, resulting in three distinctive consumer clusters, namely Cluster 1 - “Heavy users”, Cluster 2 – “Rarely users” and Cluster 3 – “Occasional users”. Each cluster has been subsequently described according to the significant variables for the performed analysis. Gender, education and income are important predictors of the consumption of these products, and the purpose and frequency of their use differ within the obtained segments. The practical implications of this study are represented by the possibility to adapt the marketing strategies to each segment of consumers.

[Read full article] [Citation]

SPUPOPUPNO1