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Detailed analysis of data on consumer purchasing behaviour for organic products
Project
Project code: 03OE274
Contract period: 01.10.2004
- 30.09.2006
Budget: 61,695 Euro
Purpose of research: Applied research
The objective of the project was to analyse in detail data on consumer purchasing behaviour for organic products in 2003. These data concerned the purchases of private households from a monthly trend study within a consumer panel. In an upstream screening survey the attitudes of consumers and their self-assessed buying behaviour was investigated. The linked evaluation of the data with the documented buying behaviour enabled the scaling of consumers self-assessment during interviews to their purchasing behaviour regarding organic with their actual behaviour and to investigate the significance of attitudes to purchasing behaviour.
The market for organic food products was analysed from the aggregated level of the market shares of individual places of sale and brands through to details on the product and consumer level. Here the diverse meaning of certain places of sale and brands of specific products was obvious. Organic trade marks of food retail shops had large market shares, Bioland dominated as producers organisation's trademark. Price settings varied within places of sale and brands greatly which made wide price margins quite clear. Analyses of buyer structures and buying intensities of purchasers of organic produce showed that few intensive buyers were responsible for a large spending share and many occasional buyers for a relatively small share. The amount spent and the frequency of purchase did correlate. However, there were discrepancies. The detailed purchasing results and the differences in attitude between buyers of organic produce against non buyers are relevant for marketing conceptions. The large discrepancy between self assessment of buying behaviour with organic products with the actual behaviour was especially interesting. This should be taken into consideration to value results of consumer surveys on organic consumption.
Section overview
Subjects
- Market Analysis/Marketing Strategy
- Organic Farming
Framework programme
Federal Organic Farming Scheme and other forms of sustainable agriculture (BÖLN)
