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Verkaufsförderung und Zielgruppen für Öko-Ziegenlammfleisch

Heid, Astrid and Hamm, Ulrich (2013) Verkaufsförderung und Zielgruppen für Öko-Ziegenlammfleisch. Paper at: 12. Wissenschaftstagung Ökologischer Landbau, Rheinische Friedrich-Wilhelms-Universität, Bonn, 5. bis 8. März 2013.

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Summary

While organic goat milk products are becoming increasingly popular in Germany, marketing of kid meat is difficult as it is an unfamiliar product for consumers and there are hardly any marketing structures besides direct marketing. In order to introduce organic kid meat to consumers, we conducted sales promotions offering product samples. An accompanying consumer survey provided data on potential customer groups for organic kid meat. Participants’ sensory evaluations of the sampled meat were very positive as well as their perceptions of other product attributes. Stated likeliness to buy kid meat was high. Significant differences between potential buyers and non-buyers could be identified regarding their age and consumption of organic food. Also reasons for buying organic meat differed between the groups. Offering product samples can improve consumers’ perceptions of kid meat and may increase willingness to buy. Specific characteristics of potential buyers offer opportunities for targeted communication efforts which should emphasize animal welfare, taste and health aspects of organic kid meat.


EPrint Type:Conference paper, poster, etc.
Type of presentation:Paper
Keywords:Verkaufsförderung, Verkostungsaktionen, Ziegen
Subjects: Animal husbandry > Production systems > Sheep and goats
Food systems > Markets and trade
Research affiliation: Germany > Federal Organic Farming Scheme - BOELN > Economics > Vermarktung
International Conferences > 2013: Scientific Conference Organic Agriculture > Socioeconomics
Germany > University of Kassel > Department of Agricultural- and Food Marketing
Related Links:http://www.wissenschaftstagung.de/, https://www.verlag-koester.de/index.php?id=114&tx_fbmagento
Deposited By: Heid, Astrid
ID Code:21282
Deposited On:09 Sep 2013 12:27
Last Modified:27 Nov 2013 15:42
Document Language:German/Deutsch
Status:Published
Refereed:Peer-reviewed and accepted
Additional Publishing Information:Dieser Beitrag ist im Tagungsband der 12. Wissenschaftstagung erschienen.
Dr. D. Neuhoff, C. Stumm, S. Ziegler u.a. (Hrsg.)
Beiträge zur 12. Wissenschaftstagung Ökologischer Landbau
Ideal und Wirklichkeit: Perspektiven ökologischer Landbewirtschaftung
Erscheinungsjahr: 2013
ISBN-13: 9783895748158
Verlag Dr. Köster, Berlin

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