Regional Lifestyle Segmentation in the Western Balkans

• Authors: Melika Husić-Mehmedović , Muris Čičić , Emir Agić
• Languages of publication: EN

Abstracts

EN

With this paper the authors aim not only to investigate the lifestyle specifics of the Western Balkan market, but also to define common lifestyle segments for the entire region. The question addressed in this research is whether current political issues and economic differences have led to dissimilar ways of living, or whether cultural similarities have prevailed and lifestyles can be defined accordingly. Based on the research conducted using six underlying factors, three lifestyle clusters are identified. Analysis shows that there are three almost identical lifestyles for Bosnia and Herzegovina, Croatia, Serbia and Slovenia, and they are applicable to the entire region. These findings have significant managerial implications, as potential investors can apply identical marketing strategies to target the approximately 20 million consumers in the region.

Keywords

EN

Lifestyle; psychographic; regional segmentation

• Publisher: Sciendo
• Journal: South East European Journal of Economics and Business
• Year: 2015
• Volume: 9
• Issue: 2
• Pages: 46-53

Dates

published

2015-03-01

online

2015-03-13

Contributors

author

Melika Husić-Mehmedović

• School of Economics and Business, University of Sarajevo

author

Muris Čičić

• School of Economics and Business, University of Sarajevo

author

Emir Agić

• School of Economics and Business, University of Sarajevo

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Identifiers

DOI

10.2478/jeb-2014-0007