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Wahrnehmung und Beurteilung von Verkaufsförderungsaktionen für Öko-Lebensmittel im allgemeinen Lebensmitteleinzelhandel

Hamm, Ulrich and Wild, Sandra (2007) Wahrnehmung und Beurteilung von Verkaufsförderungsaktionen für Öko-Lebensmittel im allgemeinen Lebensmitteleinzelhandel. [Perception and appraisal of sales promotion activities on organic products in conventional supermarket.] Paper at: Zwischen Tradition und Globalisierung – 9. Wissenschaftstagung Ökologischer Landbau, Universität Hohenheim, Stuttgart, Deutschland, 20.-23.03.2007.

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Summary

This contribution presents results of post purchase consumer interviews, which were done parallel to sales promotion activities in conventional supermarkets. The findings of this study allow an evaluation of background information about consumer percep-tion and appraisal of sales promotion activities on organic products and through this, provide additional insights into the effectiveness of sales promotion. Only if consumers really take notice of the sales promotion activities in the shops and judge these posi-tively, sales promotion can be effective and successfully increase sales volumes. The research findings showed that especially tasting activities give rise to high consumer attentiveness and provoke unpremeditated buying.


EPrint Type:Conference paper, poster, etc.
Type of presentation:Paper
Keywords:Marktforschung, Verkaufsförderung, BÖL, BOEL, FKZ 03OE272
Subjects: Food systems > Markets and trade
Research affiliation: Germany > Federal Organic Farming Scheme - BOELN > Economics > Vermarktung
International Conferences > 2007: Scientific Conference on Organic Agriculture > 3 Socioeconomics > 3.2 Marketing and market research
Related Links:http://www.bundesprogramm-oekolandbau.de, http://www.bundesprogramm.de/fkz=03OE272, http://orgprints.org/perl/search/advanced?addtitle%2Ftitle=&keywords=03OE272&projects=BOEL&_order=bypublication&_action_search=Suchen
Deposited By: Hamm, Prof. Dr. Ulrich
ID Code:10352
Deposited On:12 May 2007
Last Modified:12 Apr 2010 07:34
Document Language:German - Deutsch
Status:Published
Refereed:Peer-reviewed and accepted
Additional Publishing Information:Die entgültige Version des Beitrags ist veröffentlicht in:
S. Zikeli, W. Claupein, S. Dabbert, B. Kaufmann, T. Müller und A. Valle Zárate, Hrsg. (2007)
Zwischen Tradition und Globalisierung – 9. Wissenschaftstagung Ökologischer Landbau, Universität Hohenheim, Deutschland, 20.-23. März 2007, http://orgprints.org/10742/

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