Analysis of the purchase and consumer behaviour towards direct purchase of food

Summary in the original language of the document

The paper presented the methodic as well as selected results of own empiric research (face-to-face questionings in seven different questioning regions, n = 1488) to the analysis of the shopping behaviour and the attitudes towards direct purchase. To the analysis of the buying patterns a Kaufverhaltensindex (KVI) was introduced. In the regional comparison will be clear that the questioning regions of Baden-Württemberg and North Rhine-Westphalia show KVI by far highest, while the eastern questioning-regions (particularly Thuringia) are marked by the lowest KVI.
Within the attitude measurement (factor analysis) six attitude-dimensions could be extracted. In particular are these: confidence in the emotional product quality, price-
consciousness, socio-political motivation, confidence in the conventional food-offer, the orientation to convenience food and health consciousness. The analysis of the buying patterns-relevance (regression analysis) showed the distinct dominance of the attitude dimension to price consciousness. From the segmentation of the whole random check (cluster analysis) result four clusters (DV-sympathizers, price-conscious not-DV-
buyers, direct buyers oriented to organic farming and a conventionally oriented DV-cluster). The analytic interpretation of buying patterns and soziodemographic variables as well as the regional affiliation allows a continuing characteristic and differentiation of the found clusters.