WP4: Market needs and solutions

Task 4.1 Market needs along the supply chain

 Comparative report about information from supply chain actors

The main aim of this research was - using the exploratory approach and the semi-structured questionnaire, through the telephone interviews - to investigate the needs of supply chain actors for consumer-relevant information and their experiences concerning consumer preferences with regards to the sensory quality of organic food products.
 
Mariusz Maciejczak, November 2009

deliverable 4.1 information supply chain.pdf


Task 4.2 Qualitative consumer research
 

Sensory Experiences and Expectations of Organic Food

This report describes the main objectives and findings from a qualitative
survey on consumers’ sensory experiences, expectations and preferences with
respect to organic food. The survey was conducted in 2009 in Germany, France, Italy, Netherlands, Poland and Switzerland.
 
Hanna Stolz, Ingrid Jahrl, Lukas Baumgart, Flurina Schneider, July 2010
 
deliverable 4.2 consumer research.pdf

Task 4.3 Target Groups

Comparative report from quantitative consumer research

The findings of this study demonstrate the relevance of considering sensory dimensions for segmenting the market of organic consumers. Some interesting managerial implications have been drawn. The authors are aware that the application of sensory research on the market of organic products is still in its infancy and hope therefore that the current findings provide a fruitful arena for future research both in theory and in practice.

Tim Obermowe et al., June 2011

deliverable 4.3 target groups.pdf

 

 

Task 4.4 Marketing strategies

Marketing strategies: Using sensory attributes for organic marketing

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.
Tim Obermowe et al, July 2011

Deliverable 4.4 Marketing strategies

 
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