Marketing organic and conventional potatoes in Germany

Chengyan Yue, Carola Grebitus, Maike Bruhn, Helen H. Jensen

Research output: Contribution to journalArticle

14 Citations (Scopus)

Abstract

We apply a bivariate probit model and cluster analysis to German household survey data to evaluate factors influencing consumption of conventional and organic potatoes. Results show there is a positive but insignificant correlation between the consumption of conventional and organic potatoes and consumers associate organic potatoes with healthy ingredients, trusted origin, and foodsafety. Furthermore, consumers' sociodemographics such as education and children in households affect their choice of potatoes. Cluster analysis results group potato consumers into the market segments "Industry trusting," "Healthy diet oriented," and "Price oriented." These results suggest an adoption of different marketing strategies to promote fresh potatoes to the different market segments.

Original languageEnglish (US)
Pages (from-to)164-178
Number of pages15
JournalJournal of International Food and Agribusiness Marketing
Volume22
Issue number1-2
DOIs
StatePublished - Jan 2010
Externally publishedYes

Fingerprint

Solanum tuberosum
Marketing
Germany
marketing
potatoes
Cluster Analysis
cluster analysis
markets
marketing strategies
household surveys
healthy diet
Potato
households
education
Industry
ingredients
industry
Education

Keywords

  • Consumption
  • Market segmentation
  • Organic
  • Potatoes
  • Product characteristics

ASJC Scopus subject areas

  • Business and International Management
  • Marketing
  • Food Science

Cite this

Marketing organic and conventional potatoes in Germany. / Yue, Chengyan; Grebitus, Carola; Bruhn, Maike; Jensen, Helen H.

In: Journal of International Food and Agribusiness Marketing, Vol. 22, No. 1-2, 01.2010, p. 164-178.

Research output: Contribution to journalArticle

Yue, Chengyan ; Grebitus, Carola ; Bruhn, Maike ; Jensen, Helen H. / Marketing organic and conventional potatoes in Germany. In: Journal of International Food and Agribusiness Marketing. 2010 ; Vol. 22, No. 1-2. pp. 164-178.
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