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Assessing the effectiveness of sales promotion on organic products

Hamm, Ulrich and Wild, Sandra (2005) Assessing the effectiveness of sales promotion on organic products. Paper at: Researching Sustainable Systems - International Scientific Conference on Organic Agriculture, Adelaide, Australia, September 21-23, 2005. [Unpublished]

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Summary

This paper presents and comments on basis data for point of sale marketing on organic products. The research on promotions to date has been directed only towards conventional products. Therefore, the main issue of the study is to offer an overview of sales promotion instruments as well as evaluating different kinds of sales promotions and improving their effectiveness for organic products. The research addresses the optimal design of a series of promotions, which especially approach non-customers and occasional customers of organic products. This 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. Besides that, the study provides producers as well as retailers with an appropriate performance rating of their organic product sales promotion.


EPrint Type:Conference paper, poster, etc.
Type of presentation:Paper
Keywords:market research, food retail, sales promotion, organic products, BÖL, BOEL, FKZ 03OE272
Subjects: Food systems > Markets and trade
Research affiliation: Germany > Federal Organic Farming Scheme - BOELN > Economics > Vermarktung
International Conferences > 2005: 1st ISOFAR Conference > 2005: 1st ISOFAR Conference
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, http://orgprints.org/4013/, http://www.isofar.org/adelaide2005, http://orgprints.org/view/projects/int-conf-isofar-2005.html
Deposited By: ISOFAR,
ID Code:4500
Deposited On:15 Nov 2005
Last Modified:12 Apr 2010 07:30
Document Language:English
Status:Unpublished
Refereed:Peer-reviewed and accepted
Additional Publishing Information:The paper presented here is the final paper submitted by the authors to the conference Researching Sustainable Systems.
The final edited papers are available with the following publication:
Köpke, Ulrich; Niggli, Urs; Neuhoff, Daniel; Cornish, Peter; Lockeretz, Willie und Willer, Helga, (Hrsg.) (2005) Researching Sustainable Systems. Proceedings of the First Scientific Conference of the International Society of Organic Agriculture Research (ISOFAR), Held in Cooperation with the International Federation of Organic Agriculture Movements (IFOAM) and the National Association for Sustainable Agriculture, Australia (NASAA), 21 – 23 September 2005, Adelaide Convention Centre, Adelaide, South Australia.. Research Institute of Organic Agriculture FiBL, CH-Frick, and International Society of Organic Agriculture Research (ISOFAR), c/o Institute of Organic Agriculture (IOL), DE-University of Bonn. http://orgprints.org/4013/
Distribution: Paper copies may be ordered from FiBL at a cost of 28 Euros plus mailing costs (see FiBL shop at http://www.fibl.org/shop); FiBL order number 1394. A PDF version is available free of charge for ISOFAR members via the member area of www.isofar.org.

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