Anwendung der Conjoint-Analyse zur Vorbereitung eines internationalen Markteintritts

Martina Scheer, Ulrich Orth, Peter Oppenheim

Published: 01.05.1999  〉 Heft 5/1999  〉 Resort: Articles 
Submitted: N. A.   〉 Feedback to authors after first review: N. A.   〉 Accepted: N. A.

ABSTRACT

Summary:The use of conjoint analysis to prepare an international market entryA critical factor in the successful launch of any new product is an intimate knowledge of consumer preferences and attitudes. This is particularly significant when the product itself is not new per se but is intended to be introduced to a new international market. In this study, conjoint analysis is applied to plan the introduction of Australian Wildflowers to the German market. The results show that significant differences in consumer preferences exist between Australian and German consumers. It is hypothesised that such differences may have caused exports of unplanned assortments of Australian Wildflowers to fail in the past. The study concludes by providing a number of recommendations for future flower exports from Australia to Germany.
CONTACT AUTHOR
Dipl.-Ing. agr. Martina Scheer, Marktlehre und Marketing des Gartenbaues, Technische Universität München in Freising-Weihenstephan, Blumenstraße 16, D-85350 Freising.
Prof. Dr. agr. et habil. Ulrich Orth, Professur für Marketing, Mendel University of Agriculture and Forestry Brno, Valticka 348, CZ-69144 Lednice, Tschechische Republik, E-mail: orth@wiga.agrar.tu-muenchen.de.
Prof. Peter Oppenheim, School of Business, University of Ballarat, P.O. Box 663, AUS-3353 Ballarat Victoria, Australien, E-mail: petero@bfs1. ballarat.edu.au
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