|Abstract (English)|| |
There are many definitions of market segmentation - strategy of dividing a broad target of population into subsets who have, or are perceived to have, common needs, interests, and priorities, and then designing and implementing strategies to target them. Traditional segmentation variables are demographic variables, such as gender, age, income, education. They can be used to explain the characteristics of the segments, however, they cannot identify the complete characteristics of the segments because it is proven that population in the same socio-demographic group can have very different psychographic profile. Due to the criterion variable, different segmentation can be used for creating profiles, such as geographic, behavioural, psychographic, occasional, segmentation by benefits, cultural segmentation. Still, demographic segmentation is dominant in most fields and disciplines where there is need for understanding different subgroups within population. Profiling of population based on segmentation model can be used much wider than in business and marketing. Understanding population and their perception is crucial in law, primarily when decisions, which will “regulate” the lives of certain population, have to be made. This paper examines profiles of the working-age population in The Republic of Croatia toward attitudes about work and career, which means that this study discusses demographic variables as output (profile description), not input (criteria variable). Aim of this paper was not only to provide a theoretical framework for understanding the key concepts related to the non-demographic segmentation, but to help in creating a clearer picture of Croatia’s population on attitudes on work and career. Analysis of Croatia’s population was done using backdate of 4 research waves through 2 years, two waves per year for years: 2010 and 2014. Year 2014 was in the focus of analysis and 2010 was used for comparison and time change detection.