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Factors influencing consumer purchase decisions for cultivated meat: an analysis to inform effective marketing strategies for Mosa meat market background & cluster analysis
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| 19.24 MB | Adobe PDF |
Orientador(es)
Resumo(s)
This thesis delves into the cultivated meat market with a detailed case study of Germany within
the global landscape. It explores industry growth, hybrid product strategies, venture capital
investments, and addresses consumer acceptance and regulatory challenges. A focal point is the
in-depth cluster analysis conducted to identify consumer segments within the German market,
which revealed distinct groups with varying propensities towards cultivated meat. These
insights inform tailored marketing strategies for Mosa Meat, highlighting the importance of
brand positioning in influencing consumer preferences.
Descrição
Palavras-chave
Cultivated meat Purchase decisions Consumer behaviour Sustainability Marketing strategies Conjoint analysis Perceptual map