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Wirkungsanalyse von Verkaufsförderungsmaßnahmen bei Öko-Lebensmitteln in verschiedenen Einkaufsstätten

Wild, Sandra and Hamm, Ulrich (2007) Wirkungsanalyse von Verkaufsförderungsmaßnahmen bei Öko-Lebensmitteln in verschiedenen Einkaufsstätten. In: Good Governance in der Agrar- und Ernährungswirtschaft, Landwirtschaftsverlag GmbH, D-Münster-Hiltrup, Schriften der Gesellschaft für Wirtschafts- und Sozialwissenschaften des Landbaus e.V., no. 42.

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Summary

This paper presents and comments basis data for point of sale marketing on organic products. The main issue of this contribution is to offer an overview of sales promotion instruments as well as evaluating different kinds of sales promotion. The study is based on a quantitative empirical method which allows the comparison of sales promotion effectiveness for organic food in food retailing and specialised organic food retailing. Based on the empirical findings on conventional food the study is designed as an EBA-CBA-(food retailing) respectively an EBA-(organic food retailing) experimental setup to investigate the effects of price and communication elements of sales promotion as well as tasting actions at the point of sale.


EPrint Type:Conference paper, poster, etc.
Type of presentation:Paper
Keywords:BÖL, BOEL, FKZ 03OE272, Marktforschung, Verkaufsförderung, Naturkosthandel, allgemeiner Lebensmitteleinzelhandel
Subjects: Food systems > Markets and trade
Research affiliation: Germany > University of Kassel > Department of Agricultural- and Food Marketing
Germany > Federal Organic Farming Scheme - BOELN > Economics > Vermarktung
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:15265
Deposited On:25 Jan 2009
Last Modified:12 Apr 2010 07:38
Document Language:German - Deutsch
Status:Published
Refereed:Peer-reviewed and accepted

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