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This research project focused on the consumers' acceptance of a newly developed apple in order to encourage the purchase behavior in the supermarket. It was enriched with selenium via biofortification in order to address the undersupply with the trace element in the German population. The study included online surveys and a market test in food retail. The results were used as preparation for the design of a marketable apple product. In the online pretest, the most popular apple cultivars, the most popular health benefits of selenium, as well as the respondents' preferences for the name of the new apple: Selstar® were detected. These results were included in an online survey which encompassed n=1042 interviews from German households. The sample was recruited according to national representative distribution of age groups, gender, and regions. The results show that the majority of the respondents were not sure what exactly selenium is and what it is used or needed for. Therefore, the product package included information about the health benefits of selenium, for e.g. the immune system. The stepwise approach of the research and the implementation of the results helped the targeted navigation of the market launch of the Selstar®.
Die Herkunft von Lebensmitteln stellt für VerbraucherInnen ein wichtiges Produktmerkmal dar. Diese Tatsache macht sich der Lebensmitteleinzelhandel mit gezielten Vermarktungskonzepten in jüngerer Zeit zunehmend zunutze. In einigen Produktbereichen – insbesondere bei Tomaten - können mit der Angabe „deutsche Herkunft“ deutlich höhere Preise durchgesetzt werden. Die vorliegende Studie geht der Frage nach, ob für deutsche Gurken eine ähnlich hohe Mehrzahlungsbereitschaft besteht, die jedoch mangels Kennzeichnung am Markt nicht abgerufen wird. Vor diesem Hintergrund wurde mit 589 VerbraucherInnen ein Kaufexperiment durchgeführt. Es zeigt sich, dass rund 85% der VerbraucherInnen deutsche Gurken im Vergleich zu Gurken anderer Herkunft bevorzugen würden und das Herkunftszeichen einen positiven Effekt auf die Kaufentscheidung hat. Die gewonnenen Erkenntnisse liefern heimischen Erzeugerorganisationen somit relevante Informationen für die Ausgestaltung zukünftiger Vermarktungsstrategien.
Entstehung der Rasentypen
(2018)
Dieses Kapitel behandelt Marktforschungsansätze zur Wirkungsanalyse unternehmerischer Nachhaltigkeitshandlungen auf Endverbrauchermärkten. Ziel ist ein Überblick über Methoden, die aufgrund moderater Budgetvoraussetzungen in KMU und der angewandten Wissenschaft eingesetzt werden können. Dabei werden Herausforderungen der Messung ökologischer, sozialer und ethischer Kaufeigenschaften besonders berücksichtigt.
Hochschulzugangsberechtigung
(2016)
Konstruktivistische Didaktik
(2016)
Landschaftsrasen
(2018)
The mineralization of soil organic nitrogen (N) and crop residues can significantly contribute to the N supply of vegetable crops. However, short-term mineralization dynamics are difficult to predict. On the other hand, fast-growing crops like spinach are highly sensitive to N shortage. Therefore, in situ soil columns have been tested to estimate the actual N supply via mineralization in field-grown spinach. In ten fertilization trials covered soil columns (20 cm in diameter) were driven into the soil to a depth of 30 cm at the start of the cultivation. Eight columns were repeated in three blocks within a total trial area of 0.10 to 0.25 ha. Net N mineralization was derived by subtracting the soil mineral N concentration (Nmin) in the upper 30 cm before installation from the concentration inside the columns at harvest. For comparison, a balance sheet was calculated for spinach plots receiving no N fertilization (zero plots) as well as fertilized plots and used as a proxy for net N mineralization. In this approach the initial Nmin concentration in the upper 30 cm of the soil, the N supply via irrigation, and fertilization as well as the total aboveground N uptake by spinach and the Nmin residue were considered. By using soil columns, N mineralization was determined with a mean coefficient of variation of 18%. A higher spatial variability of up to 43% was observed when spinach was grown as a second crop. The average net N mineralization rate ranged between 2 kg ha‑1 week‑1 (0-30 cm) in winter-grown spinach and 3-7 kg ha‑1 week‑1 (0-30 cm) in the other seasons. Nitrogen mineralization measured by the soil columns was qualitatively confirmed with the data obtained by the balance sheet. Soil columns enable repeated samplings during the spinach cultivation. In this way, top dressing rates can be adjusted to the actual N supply.
Mobile Eye Tracking in Landscape Architecture: Discovering a New Application for Research on Site
(2018)
This chapter presents the process of establishing a laboratory for mobile eye tracking focussing
on real-world, open-space environments within the field of landscape architecture at
the Osnabrück University of Applied Sciences (D) as well as the latest results from the feasibility
study ‘Point de Vue’, which defines the basis for qualitative interaction analyses in
landscape architecture. Eye tracking is a tool that has been used extensively in the domains
of psychology, marketing, usability and user experience in remote and mobile applications,
but has rarely been used in real-world open spaces because of technical limitations. To
check the possibilities of mobile eye tracking as a new application in open spaces, several
exploratory tests and a feasibility study with long-term experiments have been carried out
in urban settings as well as in world famous parks such as ‘Grosser Garten’ in Hannover (D)
and ‘Stourhead’ in Wiltshire (GB). These experiments have shown extraordinary results that
enable us to use mobile eye tracking as a new tool in open space research to gain knowledge
about how people act, react and interact in open-space environments. Being able to see and
understand what catches one’s eye and the response to it will be a guide to better design.