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DIMENSIONEN DER VERBRAUCHERRESONANZ BEI DER NEUPRODUKTBEURTEILUNG VON LEBENSMITTELN (German)

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  • 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.

Suggested Citation

  • 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).
    • Handle: RePEc:ags:gewi07:7611
    DOI: 10.22004/ag.econ.7611
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    References listed on IDEAS

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