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Titel (übersetzt): 
Qualitative Market Research and the Establishment of Mineral Water as an Everyday Consumer Commodity (1958-2001)
Autor:innen: 
Erscheinungsjahr: 
2024
Quellenangabe: 
[Journal:] Vierteljahrschrift für Sozial- und Wirtschaftsgeschichte (VSWG) [ISSN:] 2365-2136 [Volume:] 111 [Issue:] 2 [Year:] 2024 [Pages:] 140-169
Verlag: 
Franz Steiner Verlag, Stuttgart
Zusammenfassung (übersetzt): 
Since the 1950s, mineral water has been a ubiquitous mass consumer commodity in Germany. This was due to higher incomes and changing consumer behaviour, which manifested itself in rising consumption. From 1958 onwards, the mineral water industry surveyed its customers by employing qualitative market research to better understand consumers' views, improve marketing and influence shopping habits. Today, these surveys are valuable sources for exploring consumers' perceptions and the mineral water industry's attempts at improving sales. They reveal the challenges facing the mineral water industry, its successes in defining mineral water as a product category, in enhancing the commodity's status and in narrating an increasingly coherent story about mineral water's virtues.
Schlagwörter: 
mineral water
market research
marketing
Germany
consumption
soft drinks
JEL: 
M31
N34
L66
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Dokumentart: 
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