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| Lüth, Maren; Spiller, Prof. Dr. Achim; Enneking, Prof. Dr. Ulrich. |
| 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... |
| Tipo: Conference paper, poster, etc. |
Palavras-chave: Markets and trade; Farming Systems. |
| Ano: 2005 |
URL: http://orgprints.org/3748/1/3748.pdf |
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| Lüth, Dr. Maren; Spiller, Prof. Dr. Achim; Lülfs, M. Sc. Frederike. |
| This study analyses the impact of customer satisfaction on economic success considering as an example the organic food retail trade. In addition, the influence of customer satisfaction on customer loyalty is examined. The study is based on 885 customer interviews and an analysis of management ratios of 11 organic food shops. The results show that customer satisfaction is a relevant key to economic success. Regression analysis results show, that some 45 % of sales per m² can be explained by the overall satisfaction of customers. The collateral inquiry of customer and shop data allows the confirmation of an essential economic effect. A further analysis identifies the quality of goods, information and service, the atmosphere, the price-performance ratio and... |
| Tipo: Conference paper, poster, etc. |
Palavras-chave: Markets and trade; Consumer issues. |
| Ano: 2006 |
URL: http://orgprints.org/7486/1/organicretail_final.pdf |
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| Jahn, Gabriele; Schramm, Matthias; Spiller, Prof. Dr. Achim. |
| Compliance with the rules of organic production has been motivated intrinsically. Cooperative behaviour, thus, has been a key issue in assuring organic quality. However, the environment is continuously changing. An increasing number of farmers is producing organic food not only driven by altruism, but by economic factors and public support (i.e., subsidies). The following contribution aims to reveal determinants for an efficient quality assurance within an organic farming association. It focuses on changes related to the introduction of a public certification system and the “loss” of social cohesion among the organic farmers. Based on the theory of club goods, an application of the decision theory approach underlines the analysis. |
| Tipo: Conference paper, poster, etc. |
Palavras-chave: Values; Standards and certification Social aspects. |
| Ano: 2004 |
URL: http://orgprints.org/3732/1/3732.pdf |
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