Die Distribution von Naturkost in der BR Deutschland: Bedeutung und Entwicklungstendenzen in verschiedenen Formen des Handels
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Inhaltsangabe: Einleitung: Der Trend zu einer gesunden und natürlichen Ernährungsweise hat Bewegung in das Sortiment des Lebensmittelhandels gebracht. Längst ist Bio- oder Naturkost kein spezifisches, ausschlie lich im Fachhandel geführtes Sortiment mehr. Der positive Trend in der Nachfrage nach diesen Produkten soll auch weiterhin anhalten. Inwieweit hat das Naturkost-Sortiment Einzug in das Warenangebot des Lebensmittelhandels gehalten? Welche Entwicklungstendenzen und Problembereiche sind für dieses Sortiment charakteristisch? Gang der Untersuchung: Die vorliegende Arbeit gibt einen Überblick über die bestehenden Begriffsdefinitionen in Zusammenhang mit Naturkost, deren Abgrenzung untereinander sowie die rechtliche Situation bei der Begriffsverwendung. Weiterhin informiert sie über Marktbedeutung und Umsatzvolumen von Naturkost im gesamten Lebensmitteleinzelhandel. Die Distribution von Naturkost erfolgt sowohl über den Fachhandel als auch über den allgemeinen Lebensmittelhandel. Diese unterschiedlichen Distributionsformen - Naturkostladen, Reformhaus und der allgemeine Lebensmittelhandel - werden jeweils nach folgenden Kriterien analysiert: Charakteristika der Betriebsform. Kundentypologie und Einkaufsverhalten. Sortimentsgestaltung und Marketing. Entwicklungschancen. Im zweiten Teil der Arbeit werden die Ergebnisse einer Befragung des allgemeinen Lebensmittelgro handels zurn Naturkost-Sortiment präsentiert: Als Grundlage der Untersuchung wurden Verantwortliche des Lebensmittelgro handels über ihre Einstellungen zum Naturkostsortiment, ihre Erfahrungen und ihre Beurteilung der Entwicklungschancen befragt. Die Befragung bezieht sich auf Umfang und Einführung des Sortiments, auf Warenbeschaffung, Konkurrenzsituation sowie auf die Bereiche Absatz und Marketing. Anschlie end werden die Aktivitäten in Hinblick auf zukünftige Absatzchancen bewertet. Im dritten Teil erfolgt der Vergleich und die Bewertung der unterschiedlichen Distributionsstätten hinsichtlich
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