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Kundenpräferenzen für Bio-Lebensmittel in Deutschen Lebensmittelläden. Ergebnisse eines Discrete-Choice Experiments

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  • Gericke, Jens
  • Mehn, Audrey
  • Rommel, Kai

Abstract

Hintergrund: Diese Studie leistet einen Beitrag zur Erforschung des Verbraucherverhaltens im Lebensmittelsektor und untersucht die Determinanten der Zahlungsbereitschaft für Bio-Produkte wie Milch, Fleisch, Äpfel, Kartoffeln und Wein, die in deutschen Märkten für den schnelldrehenden Konsum dauerhaft verfügbar sind. Ziel der Studie ist es, die Zahlungsbereitschaft zu ermitteln und den Einfluss ausgewählter sozioökonomischer Variablen auf die Präferenzstruktur aufzuzeigen. Design/Methodik/Vorgehensweise: Die Autoren wenden ein Discrete Choice Experiment an, um die Zahlungsbereitschaft und sozioökonomische Determinanten valide zu bestimmen. Es wurden 400 Interviews mit jeweils acht Wahlkarten durchgeführt, was zu 3.200 Datensätzen führte. Die Verwendung eines Multinominal- und eines Latent-Class-Modells liefert Aussagen über die Heterogenität der Variablen innerhalb und zwischen den Klassen, indem Klassen auf der Grundlage statistisch gewichteter soziodemografischer Merkmale gebildet werden. Ergebnisse: Die Ergebnisse zeigen signifikante Einflüsse der meisten Merkmalsausprägungen auf die Nutzenfunktion in beiden Modellen und eine stark heterogene Verteilung der Zahlungsbereitschaft zwischen den beiden gebildeten Klassen. Originalität/Wert: Die Ergebnisse beleuchten nach Kenntnis der Autoren den deutschen Markt für intensiv genutzte Bioprodukte und können zur Optimierung von Marketingkonzepten für den Lebensmitteleinzelhandel speziell auf dem deutschen Markt genutzt werden.

Suggested Citation

  • Gericke, Jens & Mehn, Audrey & Rommel, Kai, 2023. "Kundenpräferenzen für Bio-Lebensmittel in Deutschen Lebensmittelläden. Ergebnisse eines Discrete-Choice Experiments," Research Journal for Applied Management (RJAM), International School of Management (ISM), Dortmund, vol. 4(1), pages 42-64.
    • Handle: RePEc:zbw:ismrja:324730
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    JEL classification:

    • D12 - Microeconomics - - Household Behavior - - - Consumer Economics: Empirical Analysis
    • D47 - Microeconomics - - Market Structure, Pricing, and Design - - - Market Design
    • M31 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Marketing

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