Rakija Market Segments: Insights into Buying Factors Dataset

. A sample of 395 individuals who consume rakija (N=395) was selected randomly. Two research scales were employed to examine consumer attitudes, preferences, intentions, and decisions regarding the purchase of rakija. The validity of the scales was evaluated through reliability analysis and factor analyses. Furthermore, a two-step hierarchical cluster analysis utilizing Ward’s method was carried out to identify the segments. Lastly, the purchasing power of each segment was assessed through a standard multiple regression analysis using SPSS, followed by a path analysis conducted in AMOS. The authors identified three segments. The "traditionalist" segment consists of consumers who prefer older, familiar Serbian fruit rakija. The "modernist" segment prefers innovative options with contemporary packaging. The "price-limited" segment prioritizes affordable rakija.