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Information System for Agriculture and Food Research

Information platform of the Federal and State Governments

Organic sensory information system (OSIS): 4.4 Marketing strategies


Project code: keine Angaben
Contract period: 01.01.2009 - 31.12.2011
Purpose of research: Inventory & Assessment

The outcomes of the quantitative consumer survey provided important information for the development of recommendations for organic processors and retailers. It became clear that despite concentrating already on one segment of the whole food market, namely the organic market, a further segmentation of organic consumers is justified due to their differences in consumption behaviour, sensory preferences and the (potential) usage of sensory food labels. Once having identified the target group and its needs and preferences, different strategies may be applied according to a company‟s competencies and resources regarding for instance time, cost and staff‟s experience. Table 17 summarizes the above discussed strategies accompanied by their advantages and disadvantages.

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