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Lebensmittelkonsumstil als Segmentierungsansatz für Verbraucherpräferenzen gegenüber innovativen Lebensmittelprodukten

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  • Sparke, K.
  • Menrad, K.

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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Suggested Citation

  • Sparke, K. & Menrad, K., 2007. "Lebensmittelkonsumstil als Segmentierungsansatz für Verbraucherpräferenzen gegenüber innovativen Lebensmittelprodukten," Proceedings “Schriften der Gesellschaft für Wirtschafts- und Sozialwissenschaften des Landbaues e.V.”, German Association of Agricultural Economists (GEWISOLA), vol. 42, March.
    • Handle: RePEc:ags:gewipr:259328
    DOI: 10.22004/ag.econ.259328
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    1. Menrad, K., 2004. "Innovations in the food industry in Germany," Research Policy, Elsevier, vol. 33(6-7), pages 845-878, September.
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    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).
    2. Sparke, K. & Menrad, K., 2008. "Dimensionen der Verbraucherresonanz bei der Neuproduktbeurteilung von Lebensmitteln," Proceedings “Schriften der Gesellschaft für Wirtschafts- und Sozialwissenschaften des Landbaues e.V.”, German Association of Agricultural Economists (GEWISOLA), vol. 43, March.

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