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While the field of Customer-Focused E-Learning opens up novel opportunities for food marketers and is already corporate practice for a number of years, scientific considerations are still rare. This research sheds light on the potential of Customer-Focused E-Learning for the food sector with the help of a written, standardized online survey using quota guidelines representative for consumers in Germany. Exploratory data mining in form of a cluster analysis, examined the data of 505 respondents, proposed a market segmentation that showed the main cluster of interest alone, the digital culinary learners, covers 30% of the German population, while two more potentially interesting clusters raise it up the potential market to 44% of the overall German population, a promising size for the food industry. Furthermore, recommendations of action were derived, addressing promising media formats, learning needs, educational goals, topics, provider, purchase criteria, points of sales and food-related lifestyles that need to be addressed when implementing Customer-Focused E-Learning for food.
Publisher ‏ : ‎ AV Akademikerverlag
Publication date ‏ : ‎ 5 Jun. 2017
Language ‏ : ‎ English
Print length ‏ : ‎ 144 pages
ISBN-10 ‏ : ‎ 3330520450
ISBN-13 ‏ : ‎ 978-3330520455
Item weight ‏ : ‎ 200 g
Dimensions ‏ : ‎ 15 x 0.84 x 22 cm
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