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Assignment between regional supply concepts and innovative regional marketing approaches (Collaborative Producer-Trade-Concept/CPTC)

Project


Project code: 2806OE235
Contract period: 01.04.2007 - 31.03.2009
Budget: 66,682 Euro
Purpose of research: Applied research

The objective of this project is to improve the turnover of regionally grown organic products in the retail industry by the use of the Collaborative Producer-Trade-Concept (CPTC). Using this idea of regional concepts, organic shops and organic supermarkets get the chance to be more competitive with the additional benefit of the enhancement of the entire supply chain. The main theory of this project is that the purchasing of regional goods is more complicated and more expensive for both organic shops and conventional retailers compared to a national purchasing strategy. The project contains several scientific aspects, i.e. a status quo analysis of regional supply and marketing concepts in the organic retail industry, a benchmarking process where best practice should be analysed, development of systematic marketing concepts within regional supply chains, implementation of marketing strategies in five shops, satisfaction- and image research through a market survey of 800 customers, scientific success controlling, (before-after-inquiry of customers) development and analysis of a structural equation model by using PLS/Amos software. (1) The project starts with a detailed literature analysis for regional supply and marketing and goes on with an empirical study of the status quo of regional marketing by analysing 25 outlets. The results are used to identify the best practice (benchmarking). (2) In the next step, based upon the benchmarking results, producers are included in the conceptual development and the concepts will be tested in five organic shops and/or organic supermarkets. (3) The success is checked with a before-after survey of 800 customers. (4) In the last step the customer inquiry is analysed to find motives, attitudes and buying preferences on the base of a structural equation model.

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