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If you prefer, you can also find a link to the survey at. Social investments appear to deliver the highest short-term return, which may be due to the immediacy of social relationship marketing, in that sellers can implement social programs in response to current events with little prior planning. The Commercial's Two-Way Street. Letter-Memo on O. The Motivations of Consumerism Dublette. Hillen, J.
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Thus, the main question is, how the demand for organic food products can be increased. Target group oriented marketing is one answer.
Therefore, the project developed a target group model. Five target groups were identified on the basis of a dual-level, qualitative and quantitative empirical survey. The social-ecological lifestyle approach of ISOE identifies, on the one hand, lifestyle orientations and motivations for consuming organic products, and on the other hand, social status, life situation and life phases of the interviewees, as well as their purchasing behavior.
The target group model includes organic food consumers, only. They are the basis of the empirical findings. Nevertheless, every group is important for the further development of the market.
On the basis of the empirical results of the study, strategies for target group-specific marketing were developed.