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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 Lebensmitteln verbunden. In diesem Zusammenhang steigt die Nachfrage nach Qualitätslebensmitteln und Premium-Marken. Für das Marketing im Bereich hochpreisiger Lebensmittel ergibt sich die Frage nach den kaufmotivierenden Produkteigenschaften und der Abgrenzung zum Konsumentenverhalten auf dem allgemeinen Lebensmittelmarkt. Die Konzeptionierung zielgruppenspezifischer Marketingmaßnahmen erfordert 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 Kaufentscheidungen im Hochpreissegment wesentlich von den Attributen Qualität, Nachhaltigkeit und Genusswert beeinflusst werden.

Suggested Citation

  • Schneider, Thea & Hartmann, Laura & Spiller, Achim, 2015. "Luxusmarketing bei Lebensmitteln: Eine empirische Studie zu Dimensionen des Luxuskonsums in Deutschland," DARE Discussion Papers 1502, Georg-August University of Göttingen, Department of Agricultural Economics and Rural Development (DARE).
    • Handle: RePEc:zbw:daredp:1502
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    References listed on IDEAS

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    4. 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.
    5. 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).
    6. 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).
    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. 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).
    9. 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).
    10. 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.
    11. 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).
    12. 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).
    13. 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).
    14. 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).

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    Keywords

    Luxuslebensmittel; Konsumenten; Dimensionen; Luxusmarketing; luxury food; consumers; dimensions; luxury marketing;
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