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Improvement of image and sales profiling of sheep and goat products from sustainable and ecological agriculture (Verbesserung der Image- und Absatzprofilierung von Schaf- und Ziegenprodukten)
Project
Project code: 2821OE022
Contract period: 01.04.2023
- 31.03.2026
Budget: 326,706 Euro
Purpose of research: Applied research
Keywords: meat, small ruminants, market information/market transparency, competitiveness, organic farming
The project aims to improve the economic situation of (organic) sheep and goat farming by developing strategies and measures to increase the competitiveness of German sheep and goat products using innovative marketing and sales concepts. For this purpose, the existing research and knowledge gap in the field of consumer perception of (organic) sheep and goat husbandry as well as related purchase motives and barriers will first be closed. A special focus will be on the analysis of the importance of organic production from the point of view of consumers. However, it is important to emphasize the advantages of organic production in marketing, as this is often associated with higher costs. Based on the results of the benchmarking and a consumer study, strategies for an exemplary image campaign will be developed, implemented and empirically evaluated together with communication experts. In particular, the goal is to develop a communication guide that provides best-practice examples as well as a practical and implementation-oriented toolbox for image and communication campaigns for companies and associations. In addition, based on the idea of the marketing mix, an empirical analysis will be conducted to determine which product features, distribution channels, communication approaches and pricing structures are most promising from the end consumer's point of view. Furthermore, expert interviews will be conducted with players from food retail and gastronomy to analyze empirical values and ascertain potentials and challenges in cooperation with these sales channels. The aim is to work out success factors for marketing sheep and goat products. Here, the focus is on highlighting organic production, especially for the determination of willingness to pay.
Section overview
Subjects
- Agricultural Sociology
- Agroeconomics
Framework programme
Federal Organic Farming Scheme and other forms of sustainable agriculture (BÖLN)
