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Lebensmittelkonsumstil Als Segmentierungsansatz Fur Verbraucherpraferenzen Gegenuber Innovativen Lebensmittelprodukten

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Author Info

  • Sparke, Kai
  • Menrad, Klaus

Abstract

Die Einbindung von Verbraucherforschung in den Produktentwicklungsprozess erhöht die Erfolgswahrscheinlichkeit neuer Lebensmittelprodukte. Dabei hat die Segmentierung der Verbraucher besondere Bedeutung. Vermehrt werden zur Segmentierung der Konsumenten Lebensstilaspekte herangezogen. Ziel der vorliegenden Arbeit war die Entwicklung und Ü-berprüfung eines Befragungsinstruments zur Ermittlung des Lebensmittelkonsumstils der Verbraucher. In Anlehnung an die Imageryforschung dienten bildliche Darstellungen ver-schiedener Speisen und Lebensmittel als Bewertungsstimuli für 327 Verbraucher und als Va-riablen einer darauf folgenden Clusteranalyse. Es wurden zehn Lebensmittelkonsumstile seg-mentiert, die sich auch bezüglich soziodemografischer Merkmale unterscheiden. Die Segmen-tierungsmethodik erwies sich als konsistent und bietet somit die Möglichkeit der einfachen und zugleich effektiven Einsatzes im Rahmen der Neuproduktentwicklung und des Marke-tings der Lebensmittelindustrie.

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Bibliographic Info

Paper provided by German Association of Agricultural Economists (GEWISOLA) in its series 46th Annual Conference, Giessen, Germany, October 4-6, 2006 with number 14960.

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Date of creation: 2006
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Handle: RePEc:ags:gewi06:14960

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Related research

Keywords: Food Consumption/Nutrition/Food Safety;

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Cited by:
  1. Sparke, Kai & Menrad, Klaus, 2007. "DIMENSIONEN DER VERBRAUCHERRESONANZ BEI DER NEUPRODUKTBEURTEILUNG VON LEBENSMITTELN (German)," 47th Annual Conference, Weihenstephan, Germany, September 26-28, 2007 7611, German Association of Agricultural Economists (GEWISOLA).

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