Resumé af kvantitativ uddannelsesanalyse til fødevarerådet

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Forbruger/ markedstrends High involvement

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

Råvarer/ teknologi Naturlig (Økologi og miljø)

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

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Teknologi ”functional food” (gen- og ernæringsteknologi)

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

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

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