Advanced Search
MyIDEAS: Login to save this article or follow this journal

Zusatznutzen Berg? Argumente für den Konsum von Bergprodukten


Author Info

  • Matscher, Anja
  • Schermer, Markus
Registered author(s):


    Die reichhaltige Angebotspalette im Lebensmittelhandel führt dazu, dass sich die Lebensmittelbranche zunehmend mit Produktdifferenzierung beschäftigt. In diesem Zusammenhang kommt dem (emotionalen) Zusatznutzen, der über unterschiedlichste Produkteigenschaften vermittelt werden kann, eine wichtige Bedeutung zu. Der vorliegende Beitrag geht der Frage nach, inwieweit die Herkunft aus dem Berggebiet für KonsumentInnen einen derartigen Zusatznutzen darstellt und welche Argumente KonsumentInnen für den Konsum von Bergprodukten anführen. Dazu werden die Ergebnisse von vier Fokusgruppen mit unterschiedlichen KonsumentInnengruppen aus Österreich (Tirol) und Deutschland dargestellt. Die Analyse der Fokusgruppen erfolgte mittels der Convention Theory und zeigt, dass die Bergherkunft nicht einen singulären Zusatznutzen darstellt, sondern sich aus einer Summe von Komponenten zusammensetzt, die jeweils mit der Bergherkunft in Verbindung gebracht werden und deren Kombination je nach Fokusgruppe variiert. Damit liefern die Aussagen der FokusgruppenteilnehmerInnen Hinweise für verbesserte Vermarktungsstrategien von Lebensmitteln aus dem Berggebiet. Given the broad range of products in food retailing, actors are increasingly aiming to differentiate their products by promoting certain features as added benefits. This means that any added (emotional) benefit, whichever way it is communicated, becomes significant. In this article we investigate inhowfar the fact that a product originates from a mountain region constitutes such an added benefit for consumers and what arguments support their choice of mountain food products. We present results of four focus groups with participants from Austria (Tyrol) and Germany, analysed by using Convention Theory. Our findings suggest that the origin of a food product in a mountain region does not constitute a singular added benefit but rather the sum of several components associated with a mountain origin, in varying combinations, depending on the specific focus group. The statements gathered in the focus groups may thus provide some indication on how to improve the communication strategy for mountain products.

    Download Info

    If you experience problems downloading a file, check if you have the proper application to view it first. In case of further problems read the IDEAS help page. Note that these files are not on the IDEAS site. Please be patient as the files may be large.
    File URL:
    Download Restriction: no

    Bibliographic Info

    Article provided by Humboldt-Universitaet zu Berlin, Department for Agricultural Economics in its journal German Journal of Agricultural Economics.

    Volume (Year): 58 (2009)
    Issue (Month): 2 ()

    as in new window
    Handle: RePEc:ags:gjagec:134176

    Contact details of provider:
    Postal: Philippstr. 13, 10115 Berlin
    Phone: +49 (0)30 2093 6305
    Fax: +49 (0)30 2093 6497
    Web page:
    More information through EDIRC

    Related research

    Keywords: Lebensmittel aus dem Berggebiet; Rechtfertigungen/Argumentationen; Zusatznutzen; Convention Theory; Käse; Mineralwasser; mountain food products; justification; added benefit; Convention Theory; cheese; mineral water; Consumer/Household Economics; Food Consumption/Nutrition/Food Safety; Livestock Production/Industries;


    No references listed on IDEAS
    You can help add them by filling out this form.



    This item is not listed on Wikipedia, on a reading list or among the top items on IDEAS.


    Access and download statistics


    When requesting a correction, please mention this item's handle: RePEc:ags:gjagec:134176. See general information about how to correct material in RePEc.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: (AgEcon Search).

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    If references are entirely missing, you can add them using this form.

    If the full references list an item that is present in RePEc, but the system did not link to it, you can help with this form.

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your profile, as there may be some citations waiting for confirmation.

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.