43. Gartenbauwissenschaftliche Tagung - (DGG) und des

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Ökonomie „Konsumentenverhalten“
Diffusion of product innovations in the vegetable sector – results of a
household survey
Y. Bondarenko and D.M. Hörmann
University of Hannover, Faculty of Natural Sciences, Herrenhäuser Str. 2, 30419 Hannover
In recent years the interest of vegetable growers in differentiating their product range through
introduction of new products and re-launching of old types of vegetables has increased
strongly. For this reason a consumer survey was conducted based on a random sample of 400
households in Hannover. The questionnaire contains mainly questions to consumer attitudes
and behavior towards food and vegetable consumption in general and especially for minivegetables,
minimally processed vegetables and selected rare types of vegetables. The combination
of relevant statements on consumers` lifestyle towards the research objectives was reduced
to seven factors labeled as “general commitment for purchase and preparation of food“,
„convenience aspects“, “worrying for food safety and origin of vegetables“, “enthusiasm for
innovations“, “special preferences for quality“, “health“, and “food and social life“. Based on
these factors seven consumer segments are profiled in terms of socio-demographics, behavior
in communication, consumption and purchasing of new or rare vegetable products etc. These
clusters are named “the quality purchasers“ (13%), “the conservatives“ (8%), “the social hedonists“
(17%), “the idle consumers” (11%), “the ignorant consumers” (22%), “the innovators“
(13%), and “the health conscious consumers“ (15%).
The clusters “quality purchasers“ and “innovators“ show a high market potential for vegetable
innovations. Compared to the total sample they include a much lower share of single households.
The “quality purchasers“ comprise the highest rate of households with children. In both
cases the proportion of interviewees with an age of 25 years or younger is considerably below
average. The “quality purchasers” present by far the largest share of high income households
(above 3000 € net per month), whereas the income of the “innovators“ does not differ much
from the total sample. The employment rate is highest for the “quality purchasers” but below
average for the “innovators”. This is due to an extraordinarily high share of interviewed
housewives/men in this group. The clusters “the conservatives” and “the idle consumers” demonstrate
a strong disinterest in vegetable innovations; the remaining clusters are rather indifferent
towards this topic. They may partly be target groups for marketing activities. The high
share of “ignorant consumers” can be explained with the position of vegetables as a low purchaser
involvement item.
BHGL – Tagungsband 24/2006