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Zielgruppen für Bioangebote in der Gemeinschaftsverpflegung

Lüth, Maren; Spiller, Prof. Dr. Achim and Enneking, Prof. Dr. Ulrich (2005) Zielgruppen für Bioangebote in der Gemeinschaftsverpflegung. [Target groups for organic products in communal feeding.] In: Heß, J and Rahmann, G (Eds.) Ende der Nische, Beiträge zur 8. Wissenschaftstagung Ökologischer Landbau, kassel university press GmbH, Kassel.

[thumbnail of 3748.pdf] PDF - German/Deutsch


Communal feeding institutions are a trade channel for organic food of rising importance. But up to now an elaborated ecologically oriented marketing concept in this sector is missing. The aim of this study is to develop a marketing strategy for organic food in communal feeding which addresses specific target groups. For this purpose consumption motives of 406 students in the refectories of Göttingen and Kassel were analyzed by a Brand Choice Experiment. The main result was that organic products should preferably be combined with high quality. To address an extended target group a positioning strategy combining ecological with health and hedonistic arguments is recommended. A multi segment strategy with different menu lines, appropriate for the respective target groups should be aspired.

EPrint Type:Conference paper, poster, etc.
Type of presentation:Paper
Keywords:BÖL, BOEL, FKZ 02OE549, Gemeinschaftsverpflegung, Außer-Haus-Verpflegung, Mensa, Kantine, Gastronomie, Vermarktung, Vemarktungskonzept, Absatzkanal
Subjects: Food systems > Markets and trade
Farming Systems
Research affiliation: International Conferences > 2005: Scientific Conference on Organic Agriculture
Germany > University of Munich - TUM
Germany > University of Göttingen > Marketing for Food and Agricultural Products
Germany > Federal Organic Farming Scheme - BOELN > Food > Catering
Related Links:http://www.bundesprogramm-oekolandbau.de, http://www.bundesprogramm.de/fkz=02OE549, http://orgprints.org/perl/search/advanced?addtitle%2Ftitle=&keywords=02OE549&projects=BOEL&_order=bypublication&_action_search=Suchen, http://orgprints.org/2172/
Deposited By: Lüth, Dipl. oec. troph. Maren
ID Code:3748
Deposited On:05 Mar 2005
Last Modified:12 Apr 2010 07:30
Document Language:German/Deutsch
Refereed:Peer-reviewed and accepted

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