Segmentation of the Markets for Bulgarian Bee Products

Lyubomir Lyubenov

Economic Studies journal, 2020, issue 3, 145-165

Abstract: The main product markets of the beekeeping sector – honey, pollen, beeswax, propolis, bee bread, royal jelly, bee venom, queen bees, sucker grubs, bees, pollination and api-tourism are identified through macro-segmentation. Subsequently, their customer segments have been identified through micro-segmentation of national and international markets. The national markets for bee products are differentiated into organizational and consumer markets. The organizational markets of honey and other bee products are segmented by applying various criteria. Perspective target markets are the online and offline auctions for bee honey and the segments for pollen, royal jelly and queen bees. The consumer markets are also segmented in a way that the segments for direct sales and farmer markets are determined as customer target markets for conventional honey, and for organic honey – the online markets. The consumer target markets are similar for bee pollen and royal jelly. The segmentation of the international markets for Bulgarian bee products is based on economic, geographical, demographic, cultural and price factors. The target markets are subdivided into markets in European countries – Group 1: Germany and the UK, Group 2: France, Italy, the Netherlands, Belgium and Switzerland, and Group 3: Greece and Austria, as well as target markets in the so-called "third countries" – Group 4: Saudi Arabia, the United States of America, and Japan. Conclusions on target markets and market niches are synthesized.

JEL-codes: Q13 (search for similar items in EconPapers)
Date: 2020
References: View references in EconPapers View complete reference list from CitEc
Citations: View citations in EconPapers (1)

Downloads: (external link)
https://www.iki.bas.bg/Journals/EconomicStudies/2020/2020-3/7_L.Lyubenov_f-f.pdf

Related works:
This item may be available elsewhere in EconPapers: Search for items with the same title.

Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text

Persistent link: https://EconPapers.repec.org/RePEc:bas:econst:y:2020:i:3:p:145-165

Access Statistics for this article

More articles in Economic Studies journal from Bulgarian Academy of Sciences - Economic Research Institute Contact information at EDIRC.
Bibliographic data for series maintained by Diana Dimitrova ().