CONSUMER BEHAVIOURAL SEGMENTATION WITHIN THE POLISH FOOD RETAIL INDUSTRY

Sales volume of a retailer is the chief measure Of results attained by him. The potential. which will be represented by target segments in the future. is most essential. No matter how significant demographic, geographic or psychographic criteria are. the amount of expenses covered by consumers in six different distribution channels is the key segmentation criterion in the presented model. Seven market segments of consumers buying FMCG have been distinguished in the study. The carried out analysis of the market research leads to the statement that. from the point of view of the smaller store. the most attractive are these segments of the market. the representatives of which tend to spend more on FMCG in stores included to, the so-called. traditional distribution channel.