Ao.Univ.Prof. Dr. Oliver Meixner
Department of Economics and Social Sciences
Institute of Marketing & Innovation
Feistmantelstraße 4
1180 Vienna, Austria
Tel.: + 43 1 47654-3563
Fax: + 43 1 47654-3562
E-Mail: oliver.meixner(at)boku.ac.at
Education
730.301 Masterseminar
730.304 Master Thesis Seminar
735.401 Seminar for PhD students
733.106 Project Agricultural and Food Economy
735.103 Methods in social research
735.110 Marketing Simulation
735.184 Information & knowledge management
735.306 Agricultural marketing
735.307 Agricultural marketing
735.313 Direct Marketing
735.318 Decision Support Systems
Research focus
- Decision support systems: Analytic Hierarchy Process (AHP; tutorial here) and fuzzy AHP
- New product development, innovation management: tools, applications and methods
- Consumer behavior: discrete choice modeling; customer satisfaction and innovation adoption
- Food supply chain: corporate social responsibility (CSR) in the food supply chain (incl. CO2 food print discussion/methodology); food trade sector (mainly private labels, local food distribution)
Selected projects
Model Development for Consumers’ Variety Seeking Behavior (Consumer Tracking Panel Data Analysis) Variety seeking behavior(VSB), the human want to get offered a variety of alternatives when choosing products, was accepted in literature as partial, but nonetheless relevant explanation of varied consumer choice behavior (Berné, Múgica and Yagüe, 2001, 335). Kahn (1995, 139) states that “there has been an explosion of research” between 1985 and 1995. Yet, there was done to less research on the measurement models, the existing ones are still not able to explain VSB adequately. The main aim of the project “Model Development for Consumers’ Variety Seeking Behavior” is therefore to get deeper insights into the motives of consumers of food products when choosing one alternative instead of another. Economists tend to simplify consumer behavior to be logical, oriented on utility (“homo oeconomicus”). Psychological advances say consumers are choosing products to attain goals (Grunert, s.a., 61). In particular, brand choice behavior was observed to differ between consumers. Moreover it is possible that consumers vary their consumption of specific products in some situations and prefer a restricted set of alternatives in others (Givon, 1984, 1). In the food sector variety is common, caused by external factors as well as internal needs (McAlister and Pessemier, 1982). We may assume that variety seeking is increasing with more product alternatives and the less the differences between products are (Haseborg and Mäßen, 1997, 165). At the end of this project, a new, improved VSB measurement model will be available, based on the valid analysis of existing panel data, including specific household describing variables like household income, social class, socio-demographic variable, etc. The project is funded by the “Jubiläumsfonds der Österreichischen Nationalbank”.
Global Market Study on Quality Control Systems based on X-Ray Technology in the Food Sector (Status Quo and Forecast) The Study was finished in 2007 and based on a number of qualitative expert interviews (including experts from the whole global food supply chain). The main outcome of these interviews may lead to the assumption that X-Ray will become a more and more importance in quality control systems of food producers. The detailed results are confidential and cannot be published.
E-Trust Building Trust for Quality Assurance in Emerging E-Commerce Markets in Food Chains; main work package: assessment of the importance of trust building elements in the food supply chain. The project is funded within the 6th framework program of the European Commission.
http://www.etrustproject.eu/