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• W95248103 abstract "Marketing of special product qualities in the food sector in these days requires a high level of commitment and marketing skills. The food market is characterized by a polarisation into a discount segment on the one hand and a premium segment on the other at the expense of the middle price segment. Unfortunately, consumer behaviour cannot be reduced to one single buying type. Instead, so called hybrid consumers are very common. A special challenge for producers of high quality products is the identification and classification of suitable target groups which they can address in detail.In this study, therefore, a German wide typology of food preferences and attitudes is presented which identifies strategic consumer clusters. These give important information on consumption preferences in the food sector and can therefore serve as an instrument for the segmentation of consumers which constitutes the basis for the empirical analyses and practical recommendations of the following case studies.The second part of the study deals with current segmentation and positioning questions regarding premium products in three different food markets i. e. the organic food market, the out-of-home-sector and the meat market. For the organic market qualitative and quantitative empirical studies were conducted in the retail trade and in communal catering. Altogether, a potential organic consumer group of about 40 % of the population can be identified which should be addressed with arguments such as health, taste, pleasure, safety and sustainability. The out-of-home-market has not been scientifically analysed in depth so far. For this segment a typology of strategic groups was designed which reveals the competitive relationships in the market and comes up with marketing strategies for the different strategic groups. The sourcing process of high quality products in star gastronomy is analysed in another study. The last chapter deals with the marketing of meat and discusses the chances and risks of branding in the meat market. The empirical analysis shows that branded meat is highly competitive in the market and serves as a quality signal for many uncertain consumers." @default.
• W95248103 created "2016-06-24" @default.
• W95248103 creator A5003640081 @default.
• W95248103 date "2022-02-20" @default.
• W95248103 modified "2023-10-14" @default.
• W95248103 title "Zielgruppensegmente und Positionierungsstrategien für das Marketing von Premium-Lebensmitteln" @default.
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