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Luxusmarketing bei Lebensmitteln: Eine empirische Studie zu Dimensionen des Luxuskonsums in Deutschland

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  • Schneider, Thea
  • Hartmann, Laura
  • Spiller, Achim

Abstract

Heutzutage zeigt sich das Ernährungsverhalten der deutschen Konsumenten immer differenzierter und ist mit einem wachsenden Involvement beim Kauf von Lebens- mitteln verbunden. In diesem Zusammenhang steigt die Nachfrage nach Qualitätsle- bensmitteln und Premium-Marken. Für das Marketing im Bereich hochpreisiger Le- bensmittel ergibt sich die Frage nach den kaufmotivierenden Produkteigenschaften und der Abgrenzung zum Konsumentenverhalten auf dem allgemeinen Lebensmit- telmarkt. Die Konzeptionierung zielgruppenspezifischer Marketingmaßnahmen er- fordert die Kenntnis der Einstellungen und Einflussfaktoren von Konsumenten der sogenannten Luxus-Lebensmittel. Bislang sind unseres Wissens hierzu jedoch kaum empirische Studien vorhanden. Basierend auf einer explorativen Faktorenanalyse untersucht die vorliegende Studie, welche Produktdimensionen Konsumenten beim Kauf von hochpreisigen Lebensmitteln leiten und in welchem Zusammenhang diese mit dem allgemeinen Lebensmittelmarkt stehen. Ergebnisse zeigen, dass die Kauf- entscheidungen im Hochpreissegment wesentlich von den Attributen Qualität, Nach- haltigkeit und Genusswert beeinflusst werden. Nowadays, the nutritional behavior of German consumers appears to become more differentiated and is moreover related to a high involvement during the purchase of food. As a result, the demand for high quality food products has increased. The ques- tion arises which consumption motives are significant in the market for high-price food products and how these differ in comparison to the conventional food market. For the conception of target-group specific marketing strategies, new empirical con- sumer studies on the market for this so-called luxury food are needed. The develop- ments on the German food market have a high topicality, but there is a lack of those investigations. Based on an explorative factor analysis, this study investigates which product dimensions decisively influence purchase intentions for high-price food products in Germany. Moreover, it highlights the links to the conventional German food market. Results of the analysis show that different dimensions emerge. Espe- cially quality, sustainability and indulgence can be revealed as significant consump- tion motives on the market for high-price foods.

Suggested Citation

  • Schneider, Thea & Hartmann, Laura & Spiller, Achim, 2015. "Luxusmarketing bei Lebensmitteln: Eine empirische Studie zu Dimensionen des Luxuskonsums in Deutschland," Department of Agricultural and Rural Development (DARE) Discussion Papers 260786, Georg-August-Universitaet Goettingen, Department of Agricultural Economics and Rural Development (DARE).
    • Handle: RePEc:ags:gadadp:260786
    DOI: 10.22004/ag.econ.260786
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    References listed on IDEAS

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    1. DUBOIS, Bernard & LAURENT, Gilles & CZELLAR, Sandor, 2001. "Consumer rapport to luxury : Analyzing complex and ambivalent attitudes," HEC Research Papers Series 736, HEC Paris.
    2. Grunert, Klaus G., 2006. "How changes in consumer behaviour and retailing affect competence requirements for food producers and processors," Economia Agraria y Recursos Naturales, Spanish Association of Agricultural Economists, vol. 6(11), pages 1-20.
    3. Brunsø, Karen & Fjord, Thomas Ahle & Grunert, Klaus G., 2002. "Consumers' food choice and quality perception," MAPP Working Papers 77, University of Aarhus, Aarhus School of Business, The MAPP Centre.
    4. Veblen, Thorstein, 2009. "The Theory of the Leisure Class," OUP Catalogue, Oxford University Press, number 9780199552580 edited by Banta, Martha.
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    1. Vollmer, Teresa & von Cramon-Taubadel, Stephan, 2019. "The influence of Brazilian exports on price transmission processes in the coffee sector: a Markov-switching approach," Department of Agricultural and Rural Development (DARE) Discussion Papers 291497, Georg-August-Universitaet Goettingen, Department of Agricultural Economics and Rural Development (DARE).
    2. Danne, M. & Musshoff, O. & Schulte, M., 2019. "Analysing the importance of glyphosate as part of agricultural strategies: A discrete choice experiment," Land Use Policy, Elsevier, vol. 86(C), pages 189-207.
    3. Matthias Buchholz & Oliver Musshoff, 2021. "Tax or green nudge? An experimental analysis of pesticide policies in Germany [A psychological study of the inverse relationship between perceived risk and perceived benefit]," European Review of Agricultural Economics, Oxford University Press and the European Agricultural and Applied Economics Publications Foundation, vol. 48(4), pages 940-982.
    4. Gauly, Sarah & Kühl, Sarah & Spiller, Achim, 2017. "Uncovering strategies of hidden intention in multi-stakeholder initiatives: The case of pasture-raised milk," DARE Discussion Papers 1704, Georg-August University of Göttingen, Department of Agricultural Economics and Rural Development (DARE).
    5. Steinhübel, Linda & Wenzel, Arne & Hulamani, Prashant & von Cramon-Taubadel, Stephan & Mason, Nicole M., 2021. "The role of space and time in the interaction of farmers' management decisions and bee communities: Evidence from South India," DARE Discussion Papers 2103, Georg-August University of Göttingen, Department of Agricultural Economics and Rural Development (DARE).
    6. Golo-Friedrich Bauermeister & Oliver Mußhoff, 2019. "Multiple switching behaviour in different display formats of multiple price lists," Applied Economics Letters, Taylor & Francis Journals, vol. 26(1), pages 58-63, January.
    7. Elisabeth Vollmer & Daniel Hermann & Oliver Musshoff, 2019. "The disposition effect in farmers’ selling behavior: an experimental investigation," Agricultural Economics, International Association of Agricultural Economists, vol. 50(2), pages 177-189, March.
    8. Römer, Ulf & Weber, Ron & Mußhoff, Oliver & Turvey, Calcum G., 2017. "Truth and consequences: Bogus pipeline experiment in informal small business lending," DARE Discussion Papers 1702, Georg-August University of Göttingen, Department of Agricultural Economics and Rural Development (DARE).
    9. Graskemper, Viktoria & Feil, Jan-Henning, 2021. "Values of farmers: Evidence from Germany," DARE Discussion Papers 2101, Georg-August University of Göttingen, Department of Agricultural Economics and Rural Development (DARE).
    10. Danne, Michael & Mußhoff, Oliver, 2018. "Producers' valuation of animal welfare practices: Does herd size matter?," DARE Discussion Papers 1801, Georg-August University of Göttingen, Department of Agricultural Economics and Rural Development (DARE).
    11. Michels, Marius & Bonke, Vanessa & Mußhoff, Oliver, 2019. "Understanding the adoption of crop protection smartphone apps: An application of the Unified Theory of Acceptance and Use of Technology," DARE Discussion Papers 1905, Georg-August University of Göttingen, Department of Agricultural Economics and Rural Development (DARE).
    12. Bilal, Muhammad & Barkmann, Jan & Jaghdani, Tinoush Jamali, 2017. "To analyse the suitability of a set of soical and economic indicators that assesses the impact on SI enhancing advanced technological inputs by farming households in Punjab Pakistan," DARE Discussion Papers 1708, Georg-August University of Göttingen, Department of Agricultural Economics and Rural Development (DARE).
    13. Fecke, Wilm & Danne, Michael & Mußhoff, Oliver, 2018. "E-commerce in agriculture: The case of crop protection product purchases in a discrete choice experiment," DARE Discussion Papers 1803, Georg-August University of Göttingen, Department of Agricultural Economics and Rural Development (DARE).
    14. Peth, Denise & Mußhoff, Oliver, 2018. "Comparing compliance behaviour of students and farmers: Implications for agricultural policy impact analysis," DARE Discussion Papers 1809, Georg-August University of Göttingen, Department of Agricultural Economics and Rural Development (DARE).

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