10352: Wahrnehmung und Beurteilung von Verkaufsförderungsaktionen für Öko-Lebensmittel im allgemeinen Lebensmitteleinzelhandel [Perception and appraisal of sales promotion activities on organic products in conventional supermarket]

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 presented at Zwischen Tradition und Globalisierung – 9. Wissenschaftstagung Ökologischer Landbau, Universität Hohenheim, Stuttgart, Deutschland, 20.-23.03.2007.

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.

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