Chapter I. Consumer Understanding of Local What Buying Local Means to Consumers Language Map: Consumer Definitions of Local Products Definitions of “Buy Local”
Chapter II. Purchase of Local Products Local Products Channels of Purchase Influences on Local Shopping, Buying and Dining Out Local vs. Organic Local vs. Imported Products
Chapter III. Marketing Local Local Marketing Influences Desire for Greater Variety and Availability of Local Products Awareness for Local Brands
Chapter IV. Conclusions Appendix I. The World Model The World of Wellness
Appendix II. Methodology Quantitative Methods Qualitative Methods
List of Figures
Figure 1 Percentage of Consumers Who Buy “Locally Produced” Products Figure 2 Among Consumers Who Buy Local Products, Segment Percentages Within the World of Wellness Figure 3 Percentage of Consumers Who Purchase Locally Produced Products (by Wellness Segments) Figure 4 Consumer Definitions of the Term "Local Product" Figure 5 Consumer Definitions of the Term "Local Product" (By Wellness Consumers) Figure 6 Associations with Term “Local Product” Language Map Figure 7 Agreement with Definitions of the Term “Buy Local” Figure 8 Channels Most Frequently Shopped to Purchase Locally Produced Products Figure 9 Major Influences on Shopping, Buying and Dining Out Locally Figure 10 Percentage of Local Products Purchased Believed to be Organic Figure 11 Assumptions about Locally Grown Fresh Foods Figure 12 Assumptions Made When Buying Local Foods: Always Check to Verify as Organic (By Wellness Consumers) Figure 13 When Buying Local Foods: Assume that They are "Close to Organically Grown" (By Wellness Consumers) Figure 14 Perceptions of Differences Between Local and Imported Products Figure 15 Consumers Prefer Products That Travel Short Distances (By Wellness Consumers) Figure 16 Locally Produced Products vs. Imported Products: Preferences for Support of Town, City or Community (By Wellness Consumers) Figure 17 Importance of Different Elements of Marketing “Buy Local” Figure 18 Importance of the Story Behind a Local Product (By Wellness Consumers) Figure 19 Marketing Influences on Shopping, Buying and Dining Out Locally Figure 20 Categories Consumers Would Like to See More Variety For Local Products Figure 21 Categories Consumers Would Like to See More Variety For Local Products (By Wellness Consumers)
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