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Abstract
The following contribution describes a product development case study for an isotonic organic
sport drink in which the value factors of GfK Sinus Milieus have been applied. The underlying
research question is, if the prescribed values are a viable tool to differentiate buyers and nonbuyers
of organic food in respect to purchase intention in the case of sport beverages. The authors
furthermore investigate the importance of “organic” or other product features for fitness
oriented consumers.
The paper draws on data from a survey in Austrian and German fitness centres with a total of
400 respondents. Purchase intention was indirectly measured with a Conjoint analysis, for the
influence of values and factors on the purchase intention an analysis of variance was applied.
Results illustrate, that the GfK values and attitudes factors are a viable tool to differentiate between
shoppers and non-shoppers of organic food. Our study has shown that the necessary factors to differentiate purchase intentions are varying
over product categories. Furthermore a use of single factors is not recommended, only a combination
of them is able to differentiate consumers in respect to their purchase intention.
Further research would be required to facilitate full understanding of the complex decision making
process with regard to different product categories of organic food products. This research
indicates that a combination of attitudes and values at the same time influence purchase intention.
Furthermore values and attitudes differ among product categories and buying situation.