AV Akademikerverlag ( 05.06.2017 )
€ 55,90
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.
Buch Details: |
|
ISBN-13: |
978-3-330-52045-5 |
ISBN-10: |
3330520450 |
EAN: |
9783330520455 |
Buchsprache: |
English |
von (Autor): |
Jana Menge |
Seitenanzahl: |
144 |
Veröffentlicht am: |
05.06.2017 |
Kategorie: |
Werbung, Marketing |