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DIMENSIONEN DER VERBRAUCHERRESONANZ BEI DER NEUPRODUKTBEURTEILUNG VON LEBENSMITTELN (German)

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Author Info

  • Sparke, Kai
  • Menrad, Klaus

Abstract

Verbrauchereinbindung in die Produktentwicklung und Zielgruppenmarktforschung erhöhen die Erfolgswahrscheinlichkeit neuer Produkte. Mit Hilfe der Conjointanalyse können Verbraucherpräferenzen gegenüber Produktalternativen ermittelt werden. Von Bedeutung ist aber für Lebensmittelhersteller auch die Frage, wie eine spezielle Produktkomponente von einer bestimmten Zielgruppe beurteilt wird. Für diese Absolutbetrachtung wurde ein Akzeptanzsimulator entwickelt und in Verbraucherbefragungen überprüft. Getestet wurden drei Lebensmittelproduktkonzepte bei insgesamt über 900 Verbrauchern. Es ergab sich ein weitgehend zwischen Präferenz und Akzeptanz kongruentes Bild der Verbraucherbeurteilung. Aus den Daten der Produktbeurteilungen verschiedener Lebensmittel lässt sich eine allgemeine Akzeptanzschwelle ableiten, über der Produktkomponenten liegen sollten, damit das spätere Produkt bei der ausgewählten Zielgruppe Erfolg hat.

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Bibliographic Info

Paper provided by German Association of Agricultural Economists (GEWISOLA) in its series 47th Annual Conference, Weihenstephan, Germany, September 26-28, 2007 with number 7611.

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Date of creation: 2007
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Handle: RePEc:ags:gewi07:7611

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Keywords: Neuproduktbeurteilung; Akzeptanzsimulator; Produktakzeptanz;

References

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  1. Green, Paul E & Srinivasan, V, 1978. " Conjoint Analysis in Consumer Research: Issues and Outlook," Journal of Consumer Research, University of Chicago Press, vol. 5(2), pages 103-23, Se.
  2. Baker, Gregory A. & Burnham, Thomas A., 2001. "Consumer Response To Genetically Modified Foods: Market Segment Analysis And Implications For Producers And Policy Makers," Journal of Agricultural and Resource Economics, Western Agricultural Economics Association, vol. 26(02), December.
  3. Sparke, Kai & Menrad, Klaus, 2006. "Cross-European and functional food related consumer segmentation for new product development," 98th Seminar, June 29-July 2, 2006, Chania, Crete, Greece 10084, European Association of Agricultural Economists.
  4. Patricia M. West & Patrick L. Brockett & Linda L. Golden, 1997. "A Comparative Analysis of Neural Networks and Statistical Methods for Predicting Consumer Choice," Marketing Science, INFORMS, vol. 16(4), pages 370-391.
  5. Sparke, Kai & Menrad, Klaus, 2006. "Lebensmittelkonsumstil Als Segmentierungsansatz Fur Verbraucherpraferenzen Gegenuber Innovativen Lebensmittelprodukten," 46th Annual Conference, Giessen, Germany, October 4-6, 2006 14960, German Association of Agricultural Economists (GEWISOLA).
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