Psychological, attitudinal and behavioural characteristics of Irish speciality cheese customers

This research explores the role of innovativeness and involvement constructs and associated attitudinal and behavioural traits, in profiling customers in dynamic markets. Customer behaviour in the Irish cheese market was investigated, with a particular focus on the dynamic “speciality cheese” product category. A greater percentage of speciality cheese customers were found to be innovative within the cheese domain compared with non-buyers. The speciality cheese customers also displayed higher levels of enduring involvement than the non-speciality cheese customer. Reported attitudes reinforced these psychological traits. Speciality cheese customers had a broader knowledge of cheese products than non-buyers and also indicated a preference for a greater number of cheeses. The behaviour of speciality cheese customers in the marketplace reflected these attitudes and tendencies. They shopped in a wide variety of retail outlets, spent more money on cheeses, and consumed a variety of cheeses. They are typically aware of a number of cheese brands and are not brand loyal, but compare and often buy different brands.