Einkaufsverhalten und Kundengruppen beiDirektvermarktern in Deutschland- Ergebnisse einer empirischen Analyse -

Farm Prices, income levels and other financial problems have encouraged farmers to searchfor alternative marketing channels. Costumer satisfaction is one of several factors, whichaccount for the success of direct marketing. Currently, studies on costumer satisfaction indirect marketing are limited.One purpose of the following paper is to evaluate the degree of customer satisfaction inagricultural direct marketing as well as to identify the main satisfaction factors. The results ofa regression analysis indicate that the most important factors are the product quality andemployees’ skills followed by reachability of the farm and trustworthiness. A second purposeis to identify types of customer. Therefore a cluster analysis was carried out; as a result, sixclusters were identified, which show different levels of satisfaction. Furthermore, differencesexist in terms of sociodemographic variables, such education, average age, and net-income....