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Main objectives :
Since the foundation of the department in 1984, the main emphasis
of research is put on marketing of agricultural products and food.
This leads to the following mission statement : marketing-research
for the bavarian agricultural and foodstuff economy has the objective
to improve the marketing of agricultural commodities and food.
Two main areas of research are as follows :
determining factor of consumer behaviour with regard to foodstuffs,
organisation and managmenent of marketing in agricultural economy.
These two main areas are applied, business-orientated and use the
empirical research methods in social and economic science. On one
hand, they are meant to explain the determining factors of consumers'
nutrition behaviour mainly regarding interesting cases in the bavarian
agricultural and foodstuff economy.
On the other hand, we deal with the application of marketing conceptions
in the agriculture and food area on three organisational levels
: single-enterprises, co-operative and generic marketing.
Recently, the research unit has extended its research to others
areas. Considering consumers' behaviour, the demand for ecological
food and the socio-cultural and civilization factors determining
consumers' behaviour with regard to foodstuffs have been studied
more extensively. According to that, marketing conceptions in ecological
agriculture as well as questions of regional marketing, non-food
and service-marketing is another field of research follow by the
unit of public found.
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