Page 1

! )

"#

"

!$ % &'

"(


' "# # + , # / /

3

0 0

# # " # "

/

#

#

# 2 "#

* * . 1 )

- )-

)


"# ( # / # # 4 5 4 5

% &'

#

"

#

6 "# #

# # # #

#

# "

#

"

0 7 ' '

-

( ( #

#

6 #

# # #

# 89:' " (

#

));

#

# #

( # <

" 0

<

#

=89:' <

• • • • • • • • • • • • • /

# #"#

4

>

) )

5 < ? # " # " # 2 0< " # # # # # # < # / < # # # 7 # # # # # $ 9 # # # ! # # " " # # #

% &'

<

<

! @

"

"

(#

< ( # " "

/

(

#

#

<

#

# • • • • •

A / /' A9

# B"

*


• • •

0' C 8 D /

# #

C

# < <

& ( #

# " "

$# # "

# <

#

.))

# "

" <

(" # # #

/ (#

#

< # " "#

" #"#

# /

( # "#

(

7

< & 2 " < #

C

# " (" # ( # " " ( ( #

= # # =

# # # "#

< 2

( # "

#

"

# "# '

=

)) 4 # *))

(

& 4

"

4

#

-

4 0 B

# "

4 0

# " <

# # "

# #

#

(

#

# "

B # /

#

2 #

"# 2 "#

# "

#

#

/ <

< (

# #

"

# #

-


C # " # #

# #

"

(

#

# " (

# " ( # "

#

# " <

<

(

# 2

#

"

"

<

# " # "

" # "

"# # # <

#

(#

#

# " "# #

2 #

< # " # # " 2

# # # "

<

#

2 # #2 # # #

(# #

# 2

# # <

.


?2 "<

(

8#&

<

2

< (

<

# ( ( #

#

#

$ F

2 #

# + ?2

E

(

"< #

?2 ?2 ?2

E * E - E

" "

# (

"

##

2 (

( (

##

# #

<

Forbruger/ markedstrends High involvement

Scene 4

Sundhed som adfærd Smagsoplevelse Historie/oplevelse/autenticitet Påtager sig ansvar Ansvar for omverden Individualiseret/personligt præg Råvarebevidsthed

Råvarer/ teknologi Naturlig (Økologi og miljø)

# " <

#

# " #

/

Scene 2

-

( (

=;1G4

- #

! #

# "

Mest for pengene Mæthed Købe hvad butikken har – pris-/mængdeargumenter ”kød” vs. udskæring Pris-/holdbarhed optimering Look-alike (vand i kylling, pangasius vs. rødspætte)

Low involvement (basic)

# " "

(# " )

Teknologi ”functional food” (gen- og ernæringsteknologi)

(Fast)

Scene 3

?# !

Sundhed som vare Smagskvalitet Convenience - hurtighed, Fleksibilitet, tids-uafhængigt Ansvaret flytter fra forbrugeren til producenten Ansvar for mig selv Personligt valg Brandbevidsthed

(Slow)

Tradition/vaner Autentisk Basis råvaren skal være OK ”Hjemmelavet” (”tarteletter”) Tillid til butik Ansvar for sig selv ”Teknologifrygt”

0

Scene 1

# (#

2

" #

" *.G / #

G (

2

1


E#

< # "

#

# # - #

?2 # * #

# )

(# 1 G

(

*) G

# "

*- G # "

->G /

-1G #

# (" # # (

2

#

7

@

2

## 5

#

# *# *HG *- G

#

#

+

<

.>G

< 1)G

# # "

2

#

( 2

-

Forbruger/ markedstrends High involvement

Scene 4

.

Scene 1

*-

-

*

Råvarer/ teknologi

.

-

Naturlig (Økologi og miljø)

Teknologi ”functional food” (gen- og ernæringsteknologi)

1 *

)

*.

Scene 3

2 < < ?2 "

Low involvement (basic)

< <

# <

2 < # "

(#

# " !

1

1

? E#

Scene 2

# # "

#

#

<

/ (#

# ("

!

# "

H


!

#

# (

5

# @ "

< < , # # " D ## D E

#

"

#

F

# #

# # # # # # 2 (" # ( <

# +

# <

# # "

2 #

#

2 <

#

(

# # " # #

# " #

" / "

#

# (

(

# <

# #

2

# #

! @ !=

<

*4( #

!=>.G4 #

#

# < # #

#

#

#

#

<

'

#

("

# (

#

#

# " # < 22 < < @ 2 ( # " @ # # !=>-G4 # ! 9 # # # ! / # # < <

A

B # # < I

#

(

# 2

/

#

# #

#

G 1) -; --*1 ** *) H . )

<

# "

# # #

< #

#

#2

#

<

#

# /

( "< #

9 # "

9 #

<

# # #

# #

( # "

# <

(# # "

#2 <

#2

#"# ("

>


"

#$

%

0<

#

<

E# 2

@ J/

?

+ A#

7 #

?

?

?" "( #

=H)G4

C2

#

C <

I#

# " #

<

( /

2

, /

E

@

#

#

(

#2 #

#

#

# (# ( #

% H G . (

#

(

# " "

# #

( #

. / # /

" #

< ( < >)G < " ))1 ))>

&'

' #

#

# "

# #

" # ( # # "

%

"

) )(

# ,

;


!" /

#

# "# # #

# " ,

< # # #

2 # B

# # (

C < # < ?

" <

< #

*$.

# " (

&

( '<

#

( #

(

"

# "

< <

"

"#

( )

# " <

# ( # 2 2 # #

(

=1 G4 # # < => G4 #

/

(

# ( # #

# < <

#

(

#

"&

/

"

# 2

C

# " < #

<

))

# " #

%

(

# #

<

#

2

<

<

<

%

)


/

# # "

<

"

#

#

#

(&)

#

(

"

*

0 # " # ?# " ( 0 # "

#

# #

#

"# # # " # " ( "

#

<

#

"

("

# <

>-G # "

(

2

"

#

2

"

# <

# "

( (

<

1HG

< /

(

( "

H G #

#

# " . / (

< (

# # " #

# "

# #

"

" +&, !

%

%

#

< G3

'

% &'

(

# "

*.

.H

-*

( # "

# " #

1.

" C@ ?

< 0

G%

# #

' # E

.

#

# (" # (" # = -4

(

/ = > G4

( # # <

# <

( "

(

#

<

( # ( = 1 G4

#

# <

#

<

#

(


/

!

-

G

))

C

% B

3

*;

<

?

*;

# <

?

# <

9

#

#

0

B

<

"

#

;

2 # # (

"

( #

#

1

-.

*;

1

-.

< # <

#

#

#

(

(

# "

# "

# (

"

# " # / ( / # "# 0 # " #

#

# "

" #

# # <

#

"# # < #( #

# #

2 <

"# #

#2

< #

)

( # ! )! (# "# #( < ; #(

"

( #

<

# "

# #

/

"

( "# "

<

# #

# 0

# "

# # <

#

2

#

# "

#

# #

/

"

2

-*

*;

/

#

"#

>

#

#

/

*

K

#

"#

.

-1

*;

/

. !

)

"

%

! / .

#

# " =H)G4 # "

#

" .

= *G4

<

< ! )!

= ;G4 "

))

#

2 ("

"# = 1G4( # # (

# #

(

Resumé af kvantitativ uddannelsesanalyse til fødevarerådet  

Region midtjylland, 2011. Udarbejdet på baggrund af: Uddannelsesbehov i fødevareerhvervet, NewInsight, marts 2011

Read more
Read more
Similar to
Popular now
Just for you