The majority of the loadings provid

The majority of the loadings provided by the factor analysis substantially exceeded 0.3 and 0.4.
Thus, cluster analysis would have been an appropriate method for the segmentation of the consumers (Grafen & Hails, 2002).
However, in order to define segments a cluster analysis was done (K-Means Cluster), which resulted in five consumer lifestyle segments distinguished similarly to the segments of Brunsø et al. (1996).
The five clusters cover 74.2% of the sample (742 people), while the answers given by 258 respondents (25.8%) did not fit into any of the five well defined segments.