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E-Learning as a Food Marketing Tool. Market Segmentation for Customer-Focused E-Learning
В наличии
Местонахождение: Алматы | Состояние экземпляра: новый |
Бумажная
версия
версия
Автор: Jana Menge
ISBN: 9783330520455
Год издания: 2017
Формат книги: 60×90/16 (145×215 мм)
Количество страниц: 144
Издательство: AV Akademikerverlag
Цена: 33936 тг
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Сферы деятельности:Код товара: 173924
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Аннотация: While the field of Customer-Focused E-Learning opens up novel opportunities for food marketers and is already corporate practice for a number of years, scientific considerations are still rare. This research sheds light on the potential of Customer-Focused E-Learning for the food sector with the help of a written, standardized online survey using quota guidelines representative for consumers in Germany. Exploratory data mining in form of a cluster analysis, examined the data of 505 respondents, proposed a market segmentation that showed the main cluster of interest alone, the digital culinary learners, covers 30% of the German population, while two more potentially interesting clusters raise it up the potential market to 44% of the overall German population, a promising size for the food industry. Furthermore, recommendations of action were derived, addressing promising media formats, learning needs, educational goals, topics, provider, purchase criteria, points of sales and food-related lifestyles that need to be addressed when implementing Customer-Focused E-Learning for food.
Ключевые слова: Customer-Focused E-Learning, food marketing, food pedagogies, target group analysis, consumer research