3. International Market Segmentation of European Countries Based on Sports and Health Consumption

Kiss, Marietta – Farkas, Noémi Dóra

Differences in development of European countries can be seen in many areas. Differences in household expenditure, income inequality and life expectancy have already been revealed by a number of previous studies. However, relatively little attention has been paid to the international variations in household health, sports and recreation spending. In our research, therefore, European countries were segmented on the basis of, among other things, household health, sports and recreation expenditures, pointing out that the level of these expenditures is related to other dimensions of development. As a result of our research, the authors managed to separate four clusters of European countries in terms of sports consumption and three clusters in terms of health consumption, with useful lessons for economic and social policy or profit-oriented companies considering international expansion in the health, sports and recreation markets.

DOI: 10.20494/TM/7/2/3

The Hungarian Journal of Nutrition Marketing. 2020. 7 (2) 33-49.

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