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Regional window - assessment of consumer acceptance
Project
Project code: 2812NA058
Contract period: 01.09.2012
- 30.06.2013
Budget: 115,736 Euro
Purpose of research: Applied research
The project objective is the evaluation of the acceptance of the label ‘Regionalfenster’ [literal interpretation: regional window] among consumers and retailers. The label ‘Regionalfenster’ marks food of local origin and will be introduced in 20 test markets distributed among five German regions in the beginning of 2013. The project consists of four sequential phases: in-depth interviews with consumers, mystery shopping at the point of sale, a computer-assisted consumer survey in the test stores and a telephone survey with participating retailers.
The visual properties of the label as well as the communication material for consumers will be evaluated with the use of in-depth interviews with 30 consumers. In-depth interviews and their analysis will be conducted in October 2012. After the introduction of the label in the test stores in January 2013, the method of mystery shopping will be used to analyse whether and how food shoppers receive information about the label by preliminarily trained store staff. Thus, the mystery shopping aims at identifying limitations in the staffs training. In January and February 2013, a survey with 2000 consumers will be carried out. It includes questions on the awareness of and attitudes towards the label ‘Regionalfenster’, the definition of local food, the motives to buy as well as the expressed willingness to pay for labelled products. The survey results will be analysed from March to May 2013. Finally, the retailers of the test stores will be interviewed by telephone about their experiences with the label ‘Regionalfenster’ and will be confronted with the results of the mystery shopping; the outcomes will be discussed.
Section overview
Subjects
- Market Analysis/Marketing Strategy
- Communication Sciences
Framework programme
Federal Organic Farming Scheme and other forms of sustainable agriculture (BÖLN)
