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An Alternative to Conventional Meat: Assessing Consumer Behavior and the Marketing Environment regarded to Cultured Meat Products

  • This thesis tries to answer questions with respect to a future cultured meat industry, that is what influences consumer behavior and which consumers will be likely to buy cultured meat products. In addition I am trying to answer the question if there even will be a cultured meat industry in the future or whether the current developments can be seen more like a bubble that will disappear once enough money is burned with no profits made. Answering these research questions was quite a challenge, even though I did an extensive amount of research the lack of available data was not ideal. Therefore, I need to acknowledge that with more available data more precise conclusions could have been drawn. Nevertheless, through my research I could conclude that the cultured meat industry, which is shortly before bringing the first products to market is unlikely to disappear. The technology seems sound and the concept behind it seems to make sense. Regarding potential consumers I concluded that marketers should try to identify consumers who go through extensive problem solving when making food or rather lifestyle choices. These consumers might be best to approach when launching the first marketing campaigns for a cultured meat product.

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Author:Marcel Brucker
Advisor:Frank Kramer
Document Type:Bachelor Thesis
Year of Completion:2020
Granting Institution:Hochschule Furtwangen
Release Date:2020/09/18
Tag:Cultured meat
Degree Program:IBW - Internationale Betriebswirtschaft
Functional area:Marketing
Licence (German):License LogoUrheberrechtlich gesch├╝tzt