Uberlegungen zur Erschliessung von Markten and zur Erhohung der Wertschopfung fur die Landwirtschaft vor dem Hintergrund der Entwicklung von Absatzmarkten and KonsumentenverhaltenReflections on the opening up of markets and on increasing the value-ad

摘要

The contribution of agriculture as primary sector to the value-added chain is decreasing. To get an idea why this happens the paper highlights some major changes in consumer markets and consumer habits. Three examples serve to suggest possible ways out of the dilemma. One of the most characteristic changes in consumer markets is the increasingly dominating role of discounters selling food for dumping prices. On the other hand, special shopping places (e.g. weekly markets, mobile market stalls, direct sales from producers to consumers) are playing an important role with respect to some fresh produce. In these areas, the dictation of prices is not predominant. On the consumers' side, we can observe decreasing household sizes and a clear trend towards convenience products. In addition to a consumer typology as a starting point for market segmentation, the expenditures for food, classified into different household types, are presented. On this basis, the paper describes various possibilities how these facts can be used to the benefit of agriculture. It outlines the chances and risks of brand policies vs. anonymous mass customisation. Based on the example of the "Austrian Country Market", the role of the internet and its possibilities for marketing consumer-oriented food products is discussed. As a third possibility, the paper describes how the contribution of agriculture to the value-added chain could be increased, taking the "New Generation Cooperatives" which are particularly successful in the USA as an example. In this respect, it is always of central importance that the products (brand policy) or producers can be identified. A strong market orientation towards the consumer and absolute quality production are the prerequisites for successful strategies. The analysis of all these examples shows that they can only serve as a model for a successful initiative of one's own if the entrepreneurial activity of farmers and their advisors becomes more market-oriented and commercially organised.