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Data/hora: 09/06/2017 08:04:17
Provedor de dados: 21
País: Germany
Título: Ausrichtung der Marketingstrategien deutscher Bio-Handelsund -Herstellerunternehmen
auf die LOHAS-Zielgruppe
Autores: Kuhl, Isabell Rebecca; Niessen, Jan.
Data: 2009
Ano: 2009
Palavras-chave: Markets and trade.
Resumo: LOHAS (Lifestyle of Health and Sustainability) is a spreading trend in industrialized
countries. Organic food attracts LOHAS-consumers, if it offers additional values
concerning authenticity, design and convenience. Previous studies deal with consumers
behind the LOHAS-acronym. The present study focuses on food companies. It aims to
identify potentially successful marketing strategies for organic food with regard to the
new target group of LOHAS-consumers. The results of 16 guided interviews with
marketing experts of the organic and conventional food industry provide an overview of
currently practiced marketing strategies. Suitable marketing strategies are identified by a
comparison of LOHAS-expectations from a literature review with the analyzed
information of the interviews.
Tipo: Conference paper, poster, etc.
Idioma: deu
Identificador: http://orgprints.org/14056/1/Kuhl_14056.pdf
Kuhl, Isabell Rebecca and Niessen, Jan (2009) Ausrichtung der Marketingstrategien
deutscher Bio-Handelsund -Herstellerunternehmen auf die LOHAS-Zielgruppe. Paper at:
10. Wissenschaftstagung Ökologischer Landbau, Zürich, 11.-13. Februar 2009.
Relação: http://orgprints.org/14056/
Formato: application/pdf