Abstract:

Marketing concept of doing business assumes that the subject of activities undertaken by a company is client. According to this philosophy, products and services offered are created in response to buyers‘ needs and expectations. Therefore, knowledge about buyers‘ needs and behaviors is a very important issue. The better these needs and behaviors are recognized by the company, the more accurate and comprehensive the knowledge about the potential buyer, the greater the likelihood of a concise marketing strategy and success on the market. The main purpose of the publication is to identify the profiles of buyers of cereal products and to present the application possibilities of the k-means method in the segmentation procedure on the market. The analytical part is based on surveys conducted in 2016 on purchasing behavior of food products on the market. The analyzes concern the attitudes of the surveyed buyers related to the perception and assessment of the characteristics of grain products and their significance in the product selection process.