The Market We Go To A

Weekly
Must!!!
-Creating Experience Effect1

An approach to create an Imagineering concept for the agricultural

market in Rietberg

Written by
Christina Hagenkort
101685

Commissioner
Volker Pappert
Stadt Rietberg

Supervisor
Marco Bevolo

NHTV University of Applied Science

International Leisure Management

Rietberg, 23. Mai 2014

NHTV Breda University of Applied Science

Academy for Leisure

Bachelor Thesis
Submitted to obtain the degree of

Bachelor of Business Administration

in
Leisure Management

By
Christina Hagenkort

Technical Information
Graduation Period

January 6th, 2014 May 23rd, 2014

Thesis Company
City of Rietberg
Rathausstrae 36
33397 Rietberg
Germany
Phone: 0049-5244 9860
Homepage: www.rietberg.de
Name of commissioner and company supervisor:
Volker Pappert
E-mail: Volker.pappert@stadt-rietberg.de

Employee
Christina Hagenkort
Wiehenweg 10
33397 Rietberg
Germany
Phone: +49 1757105028
E-mail: Christina.hagenkort@hotmail.de
NHTV e-mail: 101685@edu.nhtv.nl

AFL Supervisor
Marco Bevolo
Archimedesstraat 17
4816 BA Breda
The Netherlands
Phone: +31 653835419
NHTV e-mail: Bevolo.M@nhtv.nl

00.
General Information
1. Disclaimer
Hereby, I declare that this research report, representing my thesis report, was written by the author,
Christina Hagenkort alone and is a result of my own effort taken during the graduation period.
The use of secondary research data has been acknowledged and clearly market. Other than these
sources has the report been generated completely by myself.
The citation style follows the American Psychology Association (APA-Style) and is applied according
for all citations.
Rietberg, 23.05.2013

(Christina Hagenkort)

2. Preface

A six month learning period packed with ups and downs, frustration and euphoria, and especially
with personal as well as professional growth. However, now I am proud to present my commissioner
and assessor this, in my eyes, deliverable report, which once upon a time started with a blank page.
This progress and result would not have been possible without the help of other people around me. I
would like to express my sincere gratitude for all people involved.
First of all I want to thank Volker Pappert for giving me the chance to work on such a great and
interesting project. You provided me with a great insight into the topic, even though it was new to
you as well. Furthermore, I would like to thank you for your support. I really appreciated your
unreserved way with which you made me a part of the team. Thank you very much for the full
confidence and trust in my work and opinion during the last 20 weeks.
Thank you inhabitants of Rietberg for the participation in my interviews; for taking your time, for
opening up and showing interest in my project, deepest believes and most intimate attitudes.
Furthermore, I would like to thank you for giving me the chance to take a look behind your surface
and giving me your opinion about the project. Without you this project would not exist!
Thank you experts - particularly Lothar Geiler from Borco Hhns and Gnther Don for spending
your time with me and my project; to let me look behind the scenes; for sharing your expertise and
especially your implicitness with which both of you did all this. You were great inspiration and
through you I gained a lot of knowledge particular in the field of management of physical agricultural
markets.
Thank you Marco Bevolo - for giving me the strength and support I needed: you made me laugh even
in tough times; for always being there to help; for all your E-mails and feedback and the endless
discussions. You mostly helped me in my professional development and I am impressed from your
patience. Thank you for making me keep calm in frustrating times and all the people I met because of
you - You were the best supervisor I could have asked for!

Thank You

3. Introduction
This research is part of the graduation period of the researchers study program International
Leisure Management at the Academy for Leisure, NHTV Breda, the Netherlands. It forms the center
of the researchers final year and enfolds the investigation of a leisure related business problem with
the purpose of providing business concepts with strategic recommendations. The assignment has
been officially commissioned by the city council of Rietberg.
The research deals about with the agricultural market in Rietberg, a physical retail market featuring
different kinds of food directly obtained from farmers or from retailers. The actual size of the market
includes eight mobile retail vans, which are also called stalls. The market takes place once a week and
does not have a special concept nor reflects it unique points in culture and local economy. As pointed
out in the Background chapter, the Market suffers the Market from a decrease of visitors since a
few couple of years. Stall owners had to give up their stall at the agricultural market in Rietberg
because customer frequency and profit was too low. The goal of the city council is to keep the
market tradition alive since because the market stimulates the urban city life on a Friday afternoon.
Major Andreas Sunder underlines that the market is seen as an old tradition, which fits perfectly into
the historic city centre of Rietberg. Moreover he explains: We want to create a gathering place
again, where the inhabitants of Rietberg can meet and socialize again (2012). An agricultural market
can have many positive impacts, if it is organized and managed well. These and many more topics are
included in this research in order to provide the commissioner with a solution to his problem- the
decrease of customer frequency.
The research is divided into, three different parts in five different chapters.
Part I. The first part consists of three different chapters focusing on the technical set up of the
research. The first chapter of this report, the Research Plan, entails a detailed problem breakdown of
the initial problem. The essence of knowledge was distilled that was related for the researcher in
order to be able to successfully solve the commissioners problem. The initial problem of the
commissioner is analyzed, upon which a careful formulated problem definition, research objective
and three research questions are based. From this analysis the theoretical foundation was created
derived from this analysis, which is represented in the second chapter in of the report, the
Theoretical Framework. It enlightens the scientific foundation of all aspects involved in this context.
The third chapter presents the Research Methodology, which puts the theoretical fundament into
research reality. It gives a detailed determination of concrete methods pertaining the collection and
analysis data. This includes methods and tools supporting the plain collection, conduction and
interpretation of the data. The collected and distilled information provide guidance towards the
formulation of concepts as well as applicable and implementable recommendations and guiding
principles.
Part II. The fourth chapter could also be called script review and represents the Analysis Phase.
Here the research is taken together and findings are being analyzed and elaborated. It presents one
extensive chapter in itself consisting of five subchapters. First, it focuses on the Internal Analysis, an
analysis of the organization agricultural Market Rietberg. The second subchapter provides an
analysis of the Target Group, representing the most extensive section. This section is followed by the
subchapter Additional findings- here experts opinions and knowledge is generated and reflected.
Case Study is introduced and analyzed about the Neighbourgoods Market in Cape Town. This

analysis provides valuable insight and aspects applicable to the agricultural Market in Rietberg. The
chapter is concluded with an overall summary answering each research question. The analysis phase
is concluded by answering each of the research questions as conclusion. In the end a value fit is given
portraying similar and reinforcing values of the demand and supply side.
Part III. In the third part and fifth chapter within this research report, the creative part finds its
focus. In the Imagineering process these chapter include the Brooding and Creation Phase. It includes
brainstorms and creative sessions on the research findings. It puts the Imagineering outputs central
and creates vision, mission and concepts.
Part IV. The final part includes five experience concepts and actionable recommendation on how to
engage the target group and how to make the agricultural market more attractive or better said
optimal. The extracted research findings and created Imagineering outputs are set into the
spotlight, and provide a guiding roadmap for the commissioner. These include advices and
recommendations on how to optimize the agricultural market in order to increase the customer
frequency. Suggested guiding principles make the vision, mission and concept more tangible for
stakeholders involved and give guidance on operational level.

Table of Contents
Technical Information ..................................................................................................... 4
00. General Information .................................................................................................. 5
1.

Disclaimer ............................................................................................................. 5

5.

List of Abbreviations .......................................................................................... 12

6.

List of Illustrations .............................................................................................. 12

7.

Executive Summary ............................................................................................ 13

01.RESEARCH PLAN .................................................................................................... 19

1.

Background Welcome to Rietberg! .................................................................. 20

Tourism Destination ............................................................................................... 20
Background Justification - The agricultural Market ............................................. 20

2.

Challenge Breakdown ......................................................................................... 22

2.1 Definition of Target Group .............................................................................. 24

3.

Problem Definition .............................................................................................. 25

4.

Research Objective ............................................................................................. 25

5.

Research Questions ............................................................................................ 26

02. RESEARCH APPROACH ......................................................................................... 27

6.

Theoretical Framework ...................................................................................... 28

6.1 Imagineering ..................................................................................................... 29
6.1.1 Introducing the ABC(DEF) Playground Model............................................. 31
6.1.2 Theories Used .............................................................................................. 33

03. RESEARCH METHODOLOGY ................................................................................. 38

7. Collection of Data .................................................................................................. 39
7.1. Qualitative Research ....................................................................................... 39
7.1.1 Research Participants ................................................................................... 41
7.1.2 Level of Saturation ........................................................................................ 43
7.2 Analyzing Data ................................................................................................. 43
7.3 Critical Review ................................................................................................. 44
04. ANALYSIS PHASE .................................................................................................. 46
8. An internal perspective ......................................................................................... 47
8.1 The essence of Agricultural Markets ................................................................. 47
8.1.1 The Shopping Structure Agricultural Market ............................................. 47
8.1.2 The agricultural market as tool to revive the city centre ........................... 48

8.2 Background Information of the Agricultural Market in Rietberg .................... 49

8.2.1 Terminal and Instrumental Values ................................................................ 51
9. An external Perspective Analysis of the Target Group .................................... 52
9.1 Understanding the context- The environment ............................................... 52
9.2 Understanding the Context Trends and Developments ............................... 54
9.3 The relationship between the target group and the visit of the weekly market 55
9.3.1 Perception and Image of the agricultural Market in Rietberg ...................... 55
9.3.2 Experience Consumption .............................................................................. 56
9.3.3 Exemplified by the impact of the Engagement Barriers .............................. 56
9.3.4 Expectations towards the Agricultural Market in Rietberg ......................... 60
9.4 Portraying the target group from an Imagineering perspective......................... 60
9.4.1 Values ............................................................................................................ 60
9.4.2 Leisure Needs and Motivations of the Target Group .................................. 63
9.5 Additional Findings- Expert opinion ................................................................... 66
9.6 Case Study: The Neighbourgoods Market at The Old Biscuit Mill .................... 69
9.7 Conclusion ........................................................................................................... 71
9.7.1Value Fit ............................................................................................................ 76
05. BRODING, CREATION & DESIGN PHASE ............................................................. 78
10. The Brooding Phase ............................................................................................ 79
11. The Creation Phase ............................................................................................. 80
11.1 Vision, Mission and Concept .......................................................................... 80
12. The Development Phase ..................................................................................... 83
12.1 Experience Concepts ..................................................................................... 83
12.1 Recommendations .......................................................................................... 89
12.2 Basic Principles.............................................................................................. 94
06. CONCLUSION ....................................................................................................... 946
13. Research Conclusion....................................................................................... 96
Bibliography .................................................................................................................. 98
07. Appendix ............................................................................................................... 103
14. Rokeach Value Survey ...................................................................................... 103
14.1 Terminal Values ........................................................................................... 103
14.2 Instrumental Values ..................................................................................... 103
15. Trends and Developments ................................................................................ 105

10

15.1 Macro-level.................................................................................................. 105

15.2 Shopping trends ........................................................................................... 108
15.3 Trends and Developments Urban events ................................................. 109
16. Participation Observation Report ...................................................................... 110
16.1 Market Assessment Form market and marketer under observation ....... 115
17. Topic List........................................................................................................... 124
17.1 Target group ................................................................................................ 124
17.2 Experts Market ............................................................................................ 125
17.3 Rietberg Experts .......................................................................................... 126
18. English Abstract Interviews 1-20 ..................................................................... 127
19. Value Description .............................................................................................. 143
20. Value Categorization Target Group .................................................................. 144
21. Value Map .......................................................................................................... 145
22. Research statistic German Shopping behavior ................................................. 146
23. CD Transcript book ........................................................................................... 146

11

5. List of Abbreviations
APA
ILM
N/A
NHTV
ABC(D) Model
RVS
UP
LGS
CI

American Psychological Association

International Leisure Management
not applicable, kept anonymous
Nationale Hogeschool voor Toursime en Verkeer
Analysis Brooding and Creation (and Design) Model
Rokeach Value Survey
Unique Points
Landesgartenschau
Corporate Identity

6. List of Illustrations

Page Number
Figure 1 Research Questions, Author 2010

26

Figure 2: ABCD Playground Model (Nijs and Peter, 2010)

31

Figure 3: Means-End-Chain, Reynolds 1985

34

Figure 4: Eight Engagement Barriers, Kay,Wong and Polonski, 2009

35

Figure 5: City Hall and Catholic Church Rietberg, 2013

46

Figure 6: Logo agricultural Market Rietberg, 2014

50

Figure 7: CI Banner agricultural Market Rietberg, 2014

50

Figure 8: Means-End-Chain target Group, Author 2014

61

Figure 9: Leisure Activities Target Group, Author 2014

64

Figure 10: Corporate Identity agricultural market Rietberg, Author 2014

73

Figure 11: Overview Target Groups values, expectations and motivation regarding 75
their shopping behavior, Author 2014

75

Figure 12: Overview Target Groups values and motivation regarding their
leisure behavior, Author 2014

75

Figure 13: Value Fit, Author 2014

76

Figure 14: Brainstorming Map, Author 2014

79

12

7. Executive Summary
The market in Rietberg is a physical retail market that focuses on the supply of food for local
residents. In 1975 the market was first organized and managed by the trade association of Rietberg.
Their main motivation was to stimulate urban live with the market, as Rietberg was facing serious
problems regarding the retail sector in the city centre and urban live was missing. After a successful
launch with 23 market vendors the market experienced a dramatic decrease of customer frequency,
followed by a decrease of market vendors, who had to give up their business. An explanation for this
is the development of a new infrastructure, connecting Rietberg with bigger cities, as well as the new
trend of supermarkets on the green field offering anything from food, beverages, to electricity
products and clothing.
The new urban event with the extraordinary and unique offer was suppose to stimulate the
inhabitants to go into the city centre again; however the desired outcome was never fully reached
and over the years the customer frequency decreased constantly.
The perceived commissioners challenge was determined to the following factors:

How can the market be adjusted in order to be an experience stager to enliven the urban live
again, as well as function as its old tradition as food supplier. A competitive advantage was
needed in form of a concept based on the needs, wants, values, expectations and
participation barriers of the target group.
The city council and the sector itself have significant knowledge gaps about the science of
markets in different field, since the subject has not received great attention. Especially the
values, expectations and engagement barriers of the target group are crucial to know and to
understand. Moreover general knowledge about market management and organization
should be available.

To solve the commissioners problem, an approach was needed that is able to create an individual
competitive advantage and puts the individual in centre. Imagineering was chosen as suitable
approach corresponding to the researchs nature.
This research report is structured according to the ABCD(EF) Model, a typical used model within the
field of Imagineering. The model helps to structure the research by dividing the research in three
different main parts.

A. The A-Phase, Analysis Phase, is the objective and most fundamental part of the research. It
includes the research findings and outcomes distilled from field as well as desk research. The
outcome is based on 20 in-depth interviews, divided into 10 target group interviews, 4 market expert
interviews and 6 Rietberg expert interviews, which were questioned with regard of the topic list of
the target group.
The first part of the analysis phase examines the agricultural market as brand or better said as
company. In the end of 2013 a new corporate identity was created for the market. The new CI
reflects a very fresh, regional and young image of the market. Andreas Sunder, major of Rietberg,
underlines how important it is for him to use the market as gathering place for the locals and that
the market is perceived as something positive with a certain we feeling.

13

The second part gives an external perspective on the environment of the agricultural market, the
customers and their perception.
Rietberg is a historic city and belonged until 1843 to the county Kaunitz. The city is perfectly
connected to neighboring cities, with a functional retail sector and attractive city life. Already since
the 1970s Rietberg faces significant problems regarding its retail sector, which was the start of the
transformational image of identifying them as event city. Significant events like the
Landesgartenschau and the city.light.award gave the city a new image, combing modern aspects with
history and nature. Today, the city is known as recreation leisure destination in a modern
environment with a historic charm and atmosphere.
Previous research has shown that Germans prefer doing spontaneous shopping. Customers pay great
attention to fresh and high quality products, which originate from their region. Not only during their
leisure time, but also during their grocery shopping time customers are searching more often for the
experience, which helps them to build up a personal connection with the product.
Schmithals (2012) proves that markets in general are mainly positively perceived as communication
trader and leisure destination. The agricultural market in Rietberg was perceived as torn by the
participants. On the one hand customers liked the small and cozy atmosphere, where people were
always open for a chat, but on the other hand aspects like unattractive stalls, dead atmosphere and
missing reliance were mentioned in the interviews that were performed in this research. The
mismatch led to an analysis based on engagement barriers. In total four significant barriers were
distilled, namely: Personal access, cost, time and information barrier. Evaluating the expectations
shared by the interviewees, the majority was wishing for a small, cozy agricultural market with a
familiar and relaxed atmosphere. Products need to be fresh and regional. Unique products were
asked for and the stalls and mobile retail vans should be clean and structured. These opinions let to
the conclusion that the target group does not have exotic and unique expectations towards the
market, but that they rather prefer small and simple things. However, a certain expectation is
present, which are at present not found at the agricultural market in Rietberg and forms once more
the challenge of actually engaging the target group.
While portraying the target group from an Imagineering perspective the values Gemtlichkeit,
Entertainment belonging and knowledge were distilled. The leisure need and motivation of the
target group were mainly found in the intellectual and social dimension.
The last chapter of the Analysis represents additional findings, mainly distilled through the expert
interviews. The outcomes can be categorized into six categories, namely: opening times,
infrastructure, layout, product line, stalls, catering stalls, Market vendors, attraction and marketing.
The main conclusion from this section can be said to be: Good gastronomic and experience offers
can extent the stay of customers at the market. Also the offer of recipes and good service are
important. Storage possibilities for shopping bags increases the satisfaction of customers and extend
their stays Geiler (2014) underlines. Based on the analysis excellent service, extensive offer,
appetizing and appealing presentation of the products, competence and friendliness are of great
importance. The right presentation plays a significant role and the statement is quality instead of
quantity. The shopping counter should include an aesthetic and clear presentation of goods and
special products should be declared. The stall should represent a constituent concept and it is
appealing if the market vendor can create a personal bond between product and customer.

14

Another aspect analyzed is the Case Study The Neighbourgoods Market. This market presents a
best practice example in the field of agricultural market management. It shows the reinvention of the
traditional concept into markets. The Case Study supports the findings of the analysis and gives
inspiration for the Brooding and Creation Phase, as well as inspiration for efficient and sustainable
recommendations.

B. The Analysis phase is followed by the Brooding Phase, where by means of creative sessions and
brainstorming creative input was gathered.

C. The outcome formed the foundation for the Creation Phase. The Imagineering output vision,
mission and concepts have been developed, corresponding to the distilled information of the target
groups shared values, needs and motivations.
Vision:
We believe in the good aspects of life, which find its roots in tradition and can be
reinvented based on modern structures.

Mission:
A place where the food retail sector meets the vibrancy of Rietbergs culture at
the agricultural market in Rietberg, the unique shopping experience in a real
environment comes alive. We seek for a natural original atmosphere where visitors
can satisfy their need of groceries and feel the real cultural lifestyle of the city.

In total four Imagineering Concepts were created for the commissioner, in order to get inspiration
and different inputs or possibilities.
Imagineering Concepts:
A real place for real people and real products

D.
Experience Concepts:
#1 Back to the roots

#4 The fresh exchange

#2 Home Sweet Home

#3 Market Urban Farming

#5 Ecoholic

Experience concept descriptions:

#1 The concept adjusts the agricultural market to the physical environment of the city centre. The
set-up of the market will be totally new; based on old traditional farmer market. The slogan is back to
basic, combining old setting with modern management and organisation styles.

15

#2 Concept number two creates the market in one cosy, home-feeling market. With this concept the
market should represent a living-room atmosphere, which is underlined with products like a couch,
book shelf to exchange books and a piano, which would be available for visitors in order to express
feelings and bring emotions to the market.
#3 Urban farming is a new trend. The inhabitants of Rietberg enjoy being members of associations
and volunteer themselves in several projects. A new association is created responsible for planting
their own vegetables, fruits and flowers to sell them at the market and are responsible for new and
ongoing events.
#4 A delivery service for all those who do not have the time to come to the market but still are
interested in fresh regional products, directly produced from local farmers and well treated by
suppliers. Online service and delivery make it possible for non-attendees to be part of the market
community and support the concept of agricultural markets.
#5 Eco-Lifestyle and organic food play a major role. The concept follows the guideline of eco-friendly
aspects and organic farming. Ecological elements could be found throughout the market and
organisation.
The Design Phase is closed by giving recommendations and guiding principles, which provides the
commissioner with substantial advice on an operational level. The research shows that mainly simple
fundamental steps and elements are missing in the management of the agricultural market.
Therefore, the recommendations focus on basic elements and not specifically on the chosen concept.
In total nine recommendations are given:
#1 Change the Structure
#2 Marketing
#3 Improvement Stalls

#6 Other
#7 Internalise the vision and Mission
#8 Communicate the concept

#4 Events and themes

#5 Deeper quantitative Analysis

#9 Reach to their needs

Description of Recommendations
#1 A clear structure and task division is necessary. The organization belongs into professional hands
and right management is needed to make the urban event successful and sustainable.
#2 It is all about marketing. Staying in customers minds and getting new customers is based on
marketing elements. Homepage, shopping bags, facebook page and writing pads are simple things
which can be done at the beginning to support the urban event in its being.
#3 Most of the stall owners do know that they have to change things and that they have to work on
certain elements. However, for them the question arises how trainings and private consultancy
should be offered to support stalls and to create one unity for an overall better image and
appearance of the agricultural market.

16

#4 Events and theme markets can help to enliven the agricultural market and can attract new
potential customers.
#5 Deeper qualitative research is needed in order to base decisions on facts and to be able to analyze
and evaluating the effect of certain steps.
#6 An extent of the product line and a catering stall should be taken into consideration in order to
attract new customers and bring a wider variety to the market. Food stalls extend the stay of
customers.
#7 the new concept chosen needs to be internalized in order to guarantee success.
#8 Also customers and stall owners need to be able to understand the new vision, mission and
concept in order to be able to work accordingly.
#9 The organizer and city department should constantly check on customer needs and wants. This
can be supported by qualitative research as recommended beforehand.
The research is closed by an overall conclusion of the research findings.

17

8. Glossary
The following chapter focuses on most important terms used in relation to the research content in
order to avoid any misunderstanding throughout this study. The definitions are chosen based on
their suitability to the research and content.
Weekly Markets. A weekly market is a physical retail market featuring different products. The idea
of a market is to bring producer, mainly the farmer and customer together. In the context of the
research the weekly market is only featuring food products and therefore called agricultural
Market. The sector is very broad and widely defined. In context of this research the weekly open air
market on the street is meant, which takes place once a week in order to provide food.
Imagineering. The term Imagineering is a combination of imagination and engineering. Richard F
Sailer states in his article from 1957 BRAINSTORMING IS IMAGINation enginEERING. Walt Disney is
well known for its use. It applies to the development and execute of concepts. It is a holistic way of
thinking and intuition.
Values. A value is an important and lasting belief or idea shared by a group of people of one culture.
They have the significant influence on a persons behavior and attitude and determines what is good
or bad and desirable or undesirable. A value serves as broad guideline in all situations. (Oxford
Dictionaries )
Corporate Identity (CI). A Corporate Identity is the strategic planning and operative implemented
self-projection of an organization. The insight-out behavior and projection is determined on
companys identity as well as long-term goals. These should be coherent and presented through the
entire company, from outside as well as inside. (Birkigt, 1993)
Unique Points. The term, unique points can be derived from the term Unique Selling point as it has
its linguistic usage in Marketing. The Unique selling points, also called USP, give campaigns such
unique propositions that the customer is convinced to switch brands. The term has been used to
describe ones personal brand within market pace, however nowadays it refers to any aspect of an
object that differentiates it from similar objectives.

18

01.
RESEARCH PLAN

This section of the research report includes a critical review on the perceived problem from the
commissioner, Volker Pappert. It entails a careful reflection supported by preliminary desk and field
research on the topic. In this section the initial cause of the problem is clarified and elaborating on an
objective perspective. The problem analysis is afterwards translated into one key question, the
problem definition, which presents the overall question to be answered during this research. The
overall research question is followed by the research objective and the three research question by
which the research was mainly driven.

19

1. Background Welcome to Rietberg!

Rietberg is a town located south in the district Gtersloh, in the German state North RhineWestphalia in Germany and reaches the river Ems. With its seven districts the city counts around
28.878 inhabitants. (IT.NRW, 2008). Rietberg is a city of history and innovation and tries to keep the
pace of this highly competitive globalized world.
Tourism Destination
The city is described as being a pleasant city with a historic city centre within a meaningful
environment. The old historic buildings, as well as the local recreational possibilities, attract yearly a
great number of tourists. The city nestles within a 500 ha natural reserve, which is used for leisure
activities like a climbing forest and bicycle tracks, imparting the city with a green image. The citys
slogan is Sieben mal sympathisch (seven times pleasant) since Rietberg consist of seven districts.
The tourist prospect is Zu Gast in Rietberg (As guest in Rietberg). In 2007 the organization
Kulturig e.V. was launched by the city council with the task to organize events on a regular basis
within the city centre.
The main events in Rietberg are the carnival, the traditional Schtzenfest (fairs featuring shooting
matches), Illumina (a lightning show within the city centre) and a summer guitar Festival with Tommy
Emmanuel (Stadt Rietberg).
The city has its own Citymarketing department, which was responsible for a great transformation
within tourist and economic environment. Their main mission is: to combine and align different
activities and reverse ambitions from associations, institution in order to form one society and unity
(Stadt Rietberg). The city attained several awards since 2007 including Staatlich anerkannter
Erholungsort (governmental accepted recreational resort), Entente Florale Unsere Stadt blht auf
(award for great development within the city), Landesgartenschau (North Rhine Westphalia
gardening show) and the city.people.light Award 2013 assigned through LUCI. One of their last main
projects in 2008 was the garden shown, which changed the image of the city. Rietberg received a
green recreational image after the transformation, after which they received awards. Their new
guiding principle is that Rietberg becomes an energy-self-sufficient city until 2030. The city already
started in 1998 by funding, reconstruction work and concrete projects like the Climate Park, an
information and technology centre.
The city uses co-creation techniques and works directly together with their inhabitants for every
project. In 2013 the city won the city.people.life award, an international award organized by Philips
and LUCI. Rietbergs city centre lightning plan was rewarded, where the citizens were highly involved
in creating a master plan, which lead to a significant improvement of civic life (Lucia Association,
2013).
Background Justification - The agricultural Market
Another weekly happening in Rietberg is the traditional agricultural open air market in the city
centre. It is located next to the traditional church and city hall, within a reduced traffic area. It is a
physical retail market featuring different kinds of food directly from farmers or from retailers. The
actual size of the market includes eight mobile retail vans, which are also called stalls. On
approximately 60m, along a small road, eight different stalls can be found offering mainly products
like flowers, vegetables, cheese, meat, chicken/game, potatoes/eggs and pastries. It is a purely

20

agricultural market; however not all products are regional produced, especially not the vegetables,
fruits and meat. The agricultural market takes place once a week on Fridays from 14:00 till 18:00
oclock. Limited parking possibilities are available; however the area is also accessible by public
transport, foot and bicycle. The market is organized by the municipality and since September 2013
Volker Pappert is the market manager. The visitor numbers, daily turnover, impacts/image and
general analytics are unknown.
During our first deep conversation Volker Pappert claimed that the agricultural market suffers from a
decrease of customer frequency and during the last years two out of ten stalls had to give up their
business in Rietberg, during the last years. The city council states that they do not have an
explanation for the cause. Mayor Andreas Sunder thinks that they are performing similar to other
markets, like the agricultural market Gtersloh-Isselhorst, which has approximately the same size as
the market in Rietberg (Neue Westflische , 2013). The goal of the city and marketing department for
the weekly market is to create a gathering place for the community again, as mayor Andreas Sunder
mentions in an interview with newspaper Neue Westflische (Neue Westflische , 2013). He states
that the inhabitants of Rietberg need to create a We-feeling again: This is OUR market, where you
get fresh and qualitative products, where it is cozy, and where you can meet friends on Fridays.
Until now, they organized small and different marketing activities like a giveaway of sunflowers or
Mettwurst sausages to customers, articles in the local newspaper about stalls and companies
involved as well as a creation of a Corporate Identity. Responsible for these marketing activities are
event and market manager Volker Pappert from Kulturig e.V.
The market in Rietberg is the only market in Rietberg and in bee-line of fifteen km. The next markets
are in Delbrck and Gtersloh, Verl and Rheda-Wiedenbrck, which take place twice a week.
However, Rietberg has six supermarkets, which are open from Monday till Saturday 7 a.m. till 22 p.m.
Moreover, in bee-line of fifteen km there is a supermarket which is open on Sundays as well, from 9
a.m. till 5 p.m.
The agricultural market in Rietberg exists already since 1975 and was first organized by the trade
association of the city. At the beginning the main motivation to organize a market was to stimulate
urban live in the city center. Nowadays, Rietberg still misses a functional retail sector within the city
centre and the market is still used as tool to attract customers and visitors, even though it does not
have the desired effect. The actual concept of a food or agricultural market lies within the important
source of food to residents of the city. Andreas Sunder thinks that the agricultural Market image has
a traditional character and fits therefore perfectly into the citys image. He believes in the concept of
markets and is therefore highly motivated to keep the agricultural market in Rietberg alive.

21

2. Challenge Breakdown
The following section provides an analytical review on the commissioners problem. A critical analysis
and reflection is supported by preliminary research. The initial cause of the problem will be examined
and explained from an objective perspective. The thesis assignment has been commissioned by the
city council of Rietberg in order to provide a concept and recommendations, which turns the
perception of market into a weekly leisure activity. The trends and development of the leisure sector
and shopping sector should not be taken out of consideration and should affect an increase of
customer and visitor number.
By getting the assignment a first dominant question raised: The agricultural market, with eight stalls
has only a limited number of different products not necessarily produced in the region and is
temporary. So why should the 29.000 inhabitants of Rietberg do their groceries at this agricultural
market, when fresh (organic) supermarkets in the neighborhood, selling almost the same products
and even more 24/7? The agricultural market has great competition and for now it seems that it is
subordinated to these international well known markets. Of course, a few positive voices can be
found on the internet. In summary, these state that the agricultural market generates traffic, that
products are fresher and that there is a cozy and social atmosphere, which people apparently like.
However, are these actual structures in modern society or better said for Rietberg inhabitants?
Moreover, Rietberg is not known for its lively city and textile retail sector. Due to the fact of great
infrastructure and possible transportation people prefer to travel to in bigger cities where the retail
industry is still functional and people can enjoy a walk through the city- or not? So what keeps people
actually in the city, what kind of expectations do they have and what do they want?
Research conducted by the business magazine Perspektive Blau has shown that the shopping
behavior of Germans has changed over the years. A new trend shows that a fast shopping process is
appreciated. Furthermore, even though the trend Geiz ist geil (costiveness is cool) has decreased, it
still is an important factor within customer behavior (Perspektive Blau, 2009). Moreover, it can be
seen that more and more people, especially in the age group 45+ show an increased interest in high
quality products, which are believed to be healthier and therefore create a real exchange value for
their money. Beside all these advantages, 81% prefer a quick supermarket run, grabbing cheap store
brands (44% of the interviewees). Research has shown that 31% of the Germans are not interested
in visiting a weekly market (Staista, 2012).However, is the agricultural market really only about
purchasing food or does it offer any additional functions?
A previous research by Schmithals (2002) proves that the main motivation, 40% of the participants,
visit a market in Berlin because of the atmosphere. Moreover, she proves that the size of the market
has a significant influence on the atmosphere. 2/3 of her participants perceive the market as
communication trader, which created the unique atmosphere; however, with the increasing age the
perception of the market as communication trader decreases. She concludes that it can generally be
said that markets have a great potential to function as social- and communication trader, but also
underlines the importance of cultural offers and experiences for customers.
Robins states in his article Prisoners of the City: Whatever could a Postmodern City Be? that there is
a great transformation of social structures within nowadays society, also known as experience

22

economy from service to experience economy. Experiences have become the new economic assets
and are the new genre of economic output (A. Boswijk, T. Thijssen & E. Peelen, 2007). These
changing behaviors, an overload of offers and new trends obviously request new business forms for
companies in order to survive in this highly competitive world. Superficial treatment of customers is
out of date people are seeking for experiences, which require a deep understanding of this new
society. Best practices, like Nike and Disney Land prove that this approach enables every company to
create valuable distinctiveness in this overloaded and changing world. Pine & Gilmore (1998) have
proven that in the field of the experience economy primary needs are throughout satisfied. From this
assumption, the need of satisfying humans deeper motivation should be included in sufficient
business management. According to Nijs and Peters, the supporter of the so-called Cognitive
Theories, is the (buying) motivation and (buying) behavior of consumers determined by the (end)
values that they strive for (NijS&Peters, 2002). Pine & Gilmore assert that by staging rich and
compelling experiences, based on customers and companies values, companies are able to
maximize their competitive differentiation and satisfaction of the customers needs.
Rietberg defines itself more and more as an event city since they are not able to compete in form of
the retail sector with bigger cities within a radius of 30 km. Since the significance of the agricultural
market seems highly controversial and a direct need for the agricultural market as food supplier
cannot be seen the creation of a competitive advantage will be a good tool. In order to make the
market unique, an approach is needed that enables the researcher to create an experience in order
to gain a competitive advantage and long lasting positive image. As long as the commissioner is
lacking concrete knowledge about the target customers values, as well as wants, motivation and
participation barriers, with regard to their leisure behavior, the first step will be a strategic analysis of
the target group. Therefore, an approach is needed, which puts the peoples values and new
experiences in central position. According to the differences in methodology between Marketing and
Imagineering, Marketing aims for the understanding of the needs and wants of the consumer, while
Imagineering is rather interested in revealing human values and strives for authentic experiences
that evoke emotions among its users. The core philosophy of Imagineering is that businesses should
be driven by the consumer instead of operating competition-driven. In this way they can solve
problems by involving people through touching their emotions positively, which has mostly a greater
effect on customer perception of the business. Imagineering can bring changes to organizations.
Kaplan (2012) argues that with Imagineering companies are able to identify new opportunities for
their future business. With this new perspective and understanding of creating symbolic value
addressing every individual involved, new doors can be opened in order to create a different
competitive advantage. Examining customers values and convictions presents the central act that
result in long lasting relationships through the creation of a memorable experience concept. This
means, with an Imagineering approach it is possible to create a strong emotional bond between the
individual as customer and the company.
The central point of attention of this research lies within acknowledging information of the
inhabitants of Rietberg, since they are the main target group. Therefore examining their values,
needs, and expectations makes the group more transparent and increases understanding of it. By
using the values of the inhabitants of Rietberg, it will be possible to create an Imagineering concept,
which will fit within the environment of Rietberg. In this way the inhabitants can identify better with
the idea (Govers&Go, 2009). The analysis does not only focus in finding the customers values but also
specific and unique points, which can be used to create a valuable distinction.

23

The end product will be an Imagineering concept with an experience management approach for the
agricultural market, which is corresponding to the distilled information. The values will be
determined through in-depth interviews and observation. Afterwards brooding and creative sessions
will help to create an individual concept, which fits into the image of Rietberg and accomplishes the
values, wants and expectations of the target group regarding an agricultural market. In the end,
operational recommendations and guiding principles will be given focusing on the most striking
points. These will give basic guidance about the most important steps to achieve the desired end
status. The goal will be to take the market from the overloaded food sector and reinvent it traditional
function into a new desired leisure activity. The desired end status is to turn customers into fans,
which can identify with the new concept and who feel attracted to the new urban event in such a
way the visit will be a weekly must.

2.1 Definition of Target Group

.Previous research conducted by the SGS Verbraucherstudie (2014) shows that Germans prefer to
shop at discount stores or supermarkets; however they look for fresh products, which are affordable
and come from a trustworthy supplier (Graphic of detailed statistic can be found in Appendix 22). A
research by CIMA Monitor in 2009 shows, that only 1.3% of the Germans prefer doing their groceries
at the weekly market. Research has proven that markets in modern society are mainly perceived as
leisure activity and communication trader. During a first observation at the agricultural market in
Rietberg it was observed that the main motivation of customers was based on purchasing products
and not the social aspect.
The observed audience of the agricultural market was mainly female and in the age of 45+, living in
the city centre of Rietberg. Therefore, this research will mainly focus on the inhabitants of the city
centre Rietberg. The concepts goal of having a weekly market will be city focused in order to fit
within the picture of Rietberg. Inhabitants of a city often share similar values, why they moved to the
city as was also mention by Goovers and Go (Govers&Go, 2009). If something belongs to them, it is
easier for them to build up a long lasting relationship and enables them to identify with a product or
company. In fact are products at the agricultural market mostly more valuable and therefore cost
intensive. Within the target groups profile are also inhabitants how do not mind spending more
money on fresh and high qualitative products. Despite the trend of demographic ageing and the
actual target group of the agricultural market, the focus will not only lay on inhabitants in the age
group 45+ but also on a younger age 20+, since they also show great potential and interest in the
field of fresh food, traditional and a healthy life style. The Previous research shows, that a growing
number of young people enjoy going to the market because of the special/different shopping
experience. This group increases the number of potential customers, since a very small number of
nearby inhabitants, available on a Friday from 14:00 till 18:00 can be found. Therefore, the interest
of the researcher is on inhabitants who already visit the agricultural market but also on people who
do not visit the agricultural market, for any reason. As much input as possible from different groups
can give more creative input, this can create a better distinctive concept, which results in an increase
of the customer frequency.

24

3. Problem Definition
The problem analysis had briefly but thoroughly revealed the initial situation and theoretical notions,
which are significant in order to achieve the commissioners strategic objectives. Being the
fundamental basis of this research it is important to sharply formulate the knowledge that is required
to successfully develop Imagineering concepts and qualified and sustainable recommendations. The
most valid definition of this knowledge is the Problem Definition a question that must be answered
for the researcher in order to solve the problem successfully.

Which Imagineering concept, with help of an experience management approach including

recommendations, can be created for the agricultural market that leverages the city image and is
attractive for the target group?

4. Research Objective

To gain an insight into the demand and supply side of the market within the city to find unique points
and values,
in order to provide an Imagineering concept and
recommendations, which turns the agricultural market into
an experience stager, resulting in a long-lasting valuable
distinction as an urban recurring event.

25

5. Research Questions
The problem definition provides a broad insight into the knowledge that must be revealed in this
context in order to successfully solve the commissioners problem. Below, the research questions
logically derive from the problem analysis, are specific questions that need to be addressed in order
to provide feasible, applicative and relevant recommendations:

ONE
(Background
Question)

TWO
(Research Question)

THREE
(Consulting
Question)

What are fundamental values of the Market?

a. What defines the market as an urban event?
b. What are specific, fundamental and differentiating
attributes of the Market?
c. Are there any unique stories within the city circle
related to the market?
What defines the inhabitants of Rietberg with regard to the
market?
a. What is their leisure behavior?
b. What are their values based on their shopping and
leisure behavior?
c. What kind of expectations do they have towards an
agricultural market?
d. What are their participation barriers to this market in
particular?
e. Which motivations do they have to participate in an
urban event?
How to design and develop an Imagineering concept with an
experience management approach for the market in Rietberg
based on unique points and values of the target group.
a. What is an applicable and inspiring Case Study for the
market in Rietberg?
b. Which unique points (historic elements, values,
attributes etc.) can be utilized for the development of
the Imagineering concept?
c. How can the values and desired experiences be
converted into an Imagineering concept?
d. Which strong vision can be set up that will guide
everything the company will do?

Figure 1 Research Questions, Author 2014

26

02.
RESEARCH APPROACH

This chapter contains the important background about theories, which have been considered as
being applicable for this research. The chapter introduces an analytical framework which supports
the commissioners problem and forms therefore the fundament of the research. It is divided and
structured according to the three subsequent aspects:
The first chapter includes the Theoretical Framework, which identifies and clarifies the meaning of
the technical terminology used.
The second chapter of this part exams the theory of Imagineering. The focus is set on the function of
the method as a guiding principle for this research.
The last part introduces theories and models with regard to each of the research questions.

27

6. Theoretical Framework

the art to move people

The chapter above precisely presents, which knowledge needs to be gained in order to solve the
commissioners problem. For the revelation of this knowledge, a deeper theoretical investigation is
required and addressed in the following chapter. The following subject is addressed:
Imagineering
As it has been introduced in the Problem Analysis, the commissioners problem is actually missing
knowledge regarding agricultural market management and characters of modern society. Therefore
the research is based on an approach to start at the beginning to identify success factors of optimal
markets as well as the search for unique points and striking outcomes within the environment. This
can lead to an optimization of the market management as well as a competitive advantage and
valuable distinction.
According to N. Beunders (2010) are individual leisure activities chosen and determined by social
factors. These are based on the type of society (modern or traditional) as well as on the culture of
this society. Humans want to belong to a specific culture, to a specific group where they can identify
with and which is mainly identified by their lifestyle, representing their own social codes. These social
codes govern behavior and are reflected in their interests, feelings and wants. These similarities can
be added to the leisure product, which adds extra value to the leisure product and is therefore more
attractive to the target group (Beunders N. , 2010).
As mentioned in the Problem Analysis there is a transformation of our society into an experience
economy. However, the market as it is for now, strongly focuses on food supply and has not taken
into account the changing structure of the human yet. Moreover, the agricultural market is
positioned within the highly competitive food sector. Already on first sight many threats and
weaknesses of the market can be found like limited opening times, higher costs and a reduced
product line, which make it hard for them to compete. The new urban romanticism, as Robins calls
the new era of cities, seems to want a cozy and cleaned up version of city life, as it was in the 19th
century. This period was characterized by community and authenticity. The main values and interests
that articulated in the new urban dream seem to be those of the middle class, with emphasis on art,
culture, consumption and cappuccino lifestyle (Robins).
It is important to emphasis that the market, besides its threats and weaknesses, has many
advantages, as stated by Robinson and Harteneld (2007). Local weekly agricultural markets have the
power to stimulate urban live again and helps to maintain important social ties. Another effect is the
stimulation of traffic for nearby businesses and buying at markets encourages attention to the
surrounding area and ongoing activities. The trend of regional products sold at the market reduces
transport, storage and refrigeration. These can be aspects, who might help for a distinction and
uniqueness of the Rietberg market towards local supermarkets, which can increase pride and can
encourage visitors to return (J.M. Robinson and J.A. Harteneld, 2007).The benefits for the consumer
are mainly to reduce overhead, like driving and parking as well as fresher, more seasonal, healthier
and more unique products. Furthermore, the market offers a place for the community to meet
neighbors, to chat and to enjoy an outdoor walk while getting needed groceries. According to

28

Farmers Market of America, customers are drawn to markets for three main reasons, namely the
food quality, better prices and great social atmosphere (Sommer, 1980).
As mentioned above, it seems that an Imagneering approach is the most applicable starting point for
this problem. Therefore is this chapter devoted to a theoretical snapshot of current affairs in
Imagineering. This approach strongly focuses on creating experiences and competitive valuable
distinction between companies. Understanding humans holistically, with a special focus on their
values, is central to Imagineering. Therefore, the basic analytical background of Imagineering is
provided by a theoretical investigation on the concept of values. This theoretical fundament is added
up with the theory of values, expectations and participation barriers.

6.1 Imagineering a holistic portrait

According to Hover and Kops (2004) is Imagineering the value creation and value innovation from
the experience perspective. It is the strategic creation and management of experiential worlds, based
on experience concepts at sustainable emotional involvement.
Imagineering has its roots within theme parks. The economical shift, towards an experience
economy, has contributed to the rising importance of the Imagineering approach. Therefore, this
approach has found its way out of the leisure industry into a wider variety of sectors.
The essence of Imagineering is to spawn creative input for engineers, designers, concept developers
and communication manager (NijS&Peters, 2002). It is an integral approach towards the creation of
holistic experiences and is part of the businesss core. Nijs & Peters indicate that creating emotional
communication is not strong enough in modern society to influence buying behavior, especially in
the light of todays communication overload. Therefore, an approach is needed that integrates a
valuable distinction based on the values of the main target group. This exact approach is known as
Imagineering, a way of business thinking where the experience world is central (NijS&Peters, 2002).
Imagineering as a modern business approach for the Market in Rietberg will provide an analytical
framework and produce creative outputs. This approach includes an involvement of people through
touching their emotions, which presents Imagineerings core philosophy of operation.
Values and experiences are closely related to Imagineering and can even be seen as the main
ingredients. Since modern businesses addressing to the Experience Economy, the company has to be
managed in such a way, addressing their target groups by creating meaningful experiences and let
them become part of the company. In this manner, extra value is created to the customer and gives
meaning to the experience. Pine and Gilmore name this the experience concept. Nijs and Peters
(2002) explain that experiences are inherently personal and arise when the individual has been
engaged emotional, physical, intellectual or on a spiritual level. These experiences are memorable as
they drive from inside of the individual, explain Pine and Gilmore (1999). The creation of such
experiences requires an understanding of the individuals values. The companies values need to fit
with the target groups values and can therefore create a memorable experience concept.
The following three elements, vision, mission and a concept are recommended to be internalized and
communicated, in an Imagineering approach, as part of the business identity in order to allow the
visitors of the market to identify with the product/company/service. They give guidelines for the

29

company on how to approach and do business in the future. In this way, a red line can be found
between their products and staff members know exactly how to work.
I.

Vision Positioning

From the perspective of Imagineering a vision is an accumulation of believes, values and opinions
that are left to the individual to agree or disagree with. A vision simply presents the essence and
heart of the company and gives them the right for existence. A vision is never rational but more
about dreams, imagination and emotions and gives a guideline for the company to drive force. A
strong vision allows a company to distinguish from their competitors.

II.

Mission

Generally a mission defines a more concrete statement of purpose and is distilled after the vision.
The vision is created to provide a more solid and actionable insight for externals.
Missions can most of the time respond to the question of What we do and why we do it?. It is more
about the product or service that is offered as well as the economical goals than focusing on image
or quality perception. The mission focuses more on the concrete output in terms of tangible
content. A mission is usually based on the vision- therefore are the two coherent and homogenous.
III.

Concept

A concept is a subsequent output which is based on the vision and mission. Whereas a vision is most
of the time very complex and deep into the context, a concept can be summarized into a one line
statement. Normally a concept is intangible and directive. Originally it derives from an abstract idea
and finds its translation into something, like providing an actual solution. Geursen (1996) says that
powerful concepts are significant and distinguishing, but also the molecule principle can be used to
formulate a powerful concept.
Another characteristic of a concept is that once it is developed it should be approachable for a longer
period of time, but can still be adjusted according to the dynamic environment of the business. In
this way the concepts keeps captivating.
Jan Rijkenberg (2001), co-founder of BSUR Concepting in Amsterdam, takes the term of a concept
one step further and created the term concepting. As Rijkenberg (2001) points out Conceptings
lateral thinking, communication, creativity and understanding of consumer behavior, provide raw
materials from which the brands, services and products are built () investigating the market, with
the focus on peoples needs. () A concept reflecting on the consumers values creates an emotional
bond between the people and the brand, service or product (Rijkenberg, 2001).
A good concept has seven characteristics, namely:
1. Will: The concept and the experience should not only match with the brand essence, but it
should strengthen it
2. Meaning: the concept and the experience should remain relevant and therefore strengthen
the brand in the future

30

3. Experience: The concept and experience must be unique, which means a true unique
experience
4. Unction: The concept and experience must be executed as initially intended by the
imagineers
5. Scale: the concept must be perfect balance between impressive, overwhelming and intimate
and personal
6. Coherence: the concept and experience must be consist in all aspects
7. Duty: The concept and experience must contribute to the overall need for social
responsibility

TO CONCLUDE is that this section is crucial to draw a direct connection between the theories of
vision, mission and concept of the research plan.
The theories as they are stated above are taken as frameworks, which has been specifically adapted
to the researchs origin:
The market in Rietberg already exists since 1975. As, until now, the market always went well in its
origin it never had the attention to create an experience effect and valuable distinction based on a
concept. However, now the market faces difficulties and a new modern approach needs to be
developed in order to save the market. Therefore, the explained theories of vision, mission and
concept serve as input for an approach, which provides the researcher with a very concrete
theoretical framework used within Imagineering. The ABCD(EF) Playground Model will help the
researcher to conduct the research and to identify the Vision, Mission and Concept within the
Creation Phase of Imagineering.

6.1.1 Introducing the ABC(DEF) Playground Model

Through the ABC(DEF) Playground model Imagineering get to a strategic level and brings a structure
into the Imagineering process. It is a holistic framework, which was established by Nijs and Peters in
2010.
This model is an innovative alternative to other common and conventional research approaches and
therefore presents a suitable approach for this research project.
Imagineering is known as a creative process, which often
remains a chaotic image. The ABC(DEF) Model helps not
only to organize the information gathering process but
also the creative phase and execution of the experience.
The Model contains six different phases. It starts with a
detailed analysis, the creation of a concept and ends up
with a concrete design, followed up after the
experience.
For this research the first four steps analysis, brooding,
creation and design are of major importance.

Figure 2: ABCD Playground Model (Nijs and Peter, 2010)

31

ANALYSIS PHASE
Nijs & Peters (2002) mention that the creative process has its roots () in knowledge. Suggested
therefore is an analytical insight as inspiration for an integral, holistic and imaginative approach. The
analysis phase is the most fundamental phase and can also be seen in the traditional research phase.
Research will be conducted with the focus on collecting all relevant data needed. This includes a
variation of secondary as well as primary qualitative data. This phase includes several but aligned
research methods. The analysis phase can be divided into an internal and external analysis.
The first step into solving the commissioners problem is gaining a deep understanding of the
meaning and fundamental characteristics of the agricultural market as supply as well as values,
wants, expectations and participation barriers of the target group, the demand side.

Internal Analysis

As first step the internal of the Market is being examined. This means the agricultural Market itself is
being analyzed according to the first Research question, including:
- fundamental characteristics
- unique historic elements
- specific, fundamental and differentiating attributes
- vision and mission
- unique stories

External Analysis

A wider perspective of the target group is taken into consideration and the environment is studied.
These include aspects that are directly related to the research topic. For this research an individual
structure is perceived as being more supportive, than the traditional analysis into Micro, Meso and
Macro environment.
The focus will be put on the target group. This step is crucial in order to get a better insight into the
target group in general and needed information. In order to fill the knowledge gap with qualitative
insight the analysis is focusing on the following aspects:
-

Values
Engagement Barriers
Expectations

Within the field of research and analysis it is important to work with theory in order to ensure valid
outcomes. Specific models are used and introduced in this chapter, section 6.1.2 Theories Used
page 33.

32

BROODING PHASE
Creative Session, Brainstorming (Mind Mapping) and Think Out Of The Box

After the analysis will be completed the brooding phase will begin. According
The best way to
to Byttebier and Vullings (2002) is creative thinking based on different
have
a good idea is to
attitudes, thinking, skills and techniques. The process includes the breakage of
have a lot of ideas
regular pattern and creating new connections. Here different techniques can
be used, which will be based by the most important findings, determined in the
Analysis Phase. Within this phase creativity will be generated by Brainstorming Sessions, Mind
Mapping and Creative Sessions. Here the theme is Think Out Of The Box in order to generate as
many creative options and ideas as possible.

CREATION PHASE
Vision, Mission and Concept

During this phase all the creative input is taken into consideration. This phase will generate and
define the outputs: the vision, mission and concepts. As described by Nijs and Peters (2002) powerful
concepts are distinctive, significant and easy to communicate. In this way, an authentic
representation of the companys identity and service can be given.
This phase provides the content, which responds to Research Question 3 and will be the usable
output for the commissioner and will therefore be the closing phase of the research.

DESIGN PHASE
Experience Concepts and Recommendations

During the design Phase experience concepts were suggested and operational recommendations and
guiding principles given. The recommendations are based on the management and organisation of
optimal basis as well as the particular communication of the experience concept.

6.1.2 Theory Used

Values. As values are an invisible guides, moods of behavior, which lead peoples behavior, a
deeper understanding and tool to analyze the intangible motivations is needed. Value Hierarchies,
makes it possible to compare and contrast values, which were collected by research beforehand.
Most common used in this context has been the Value Survey by Rokeach (1973).
Rokeach distinguishes between Terminal Values and Instrumental Values. Based on scientific
research, they include two sets of 18 detected values. These can vary in ranking, depending in the
country. Terminal Values refer to the desirable end state of existence. These include concrete
achievements and individual strives to accomplish in the individuals life. Instrumental Values refer to
preferable kind of behavior and actions of a person. A list of these Values can be found in appendix
14.

33

This finding has also been supported by Reynolds with his means-end-theory. He asserts that
consumers selection of products is consistently based on attributes that deliver consequences,
which ultimately contribute to value-fulfillment(1985). This means that most products that do not
contribute with the customers value fulfillment fall from favor and are not chosen.
This means that product and personal choice re connected through means-end-chains. Based on
this assumption that values, defined () as desirable end-states existence, play a dominant role in
guiding choice patterns, that all consumer actions have consequences () and that consumers
learn to associate particular consequences with particular actions, he argues that there is a
hierarchical relationship between
product attribute, consequences
of consumption and personal
values (Gutman, 1982). Moreover
it is suggested that the chances of consumption are enhanced when Figure 3: Means-End-Chain, Reynolds 1985
(McQuarrie&Munson, 1988). This argumentation is strongly
connected and coherent with the theory of Imagineering and Values,
that this noticed will be relevant and used for research of the target groups values.
Value Fit. Nijs and Peter Imagineering (2002) explains the value fit as a matching of the inner
believes, the values, between the two main parties involved, the company and the target group. In
this way a mutual understanding between both parties involved can be guaranteed and creates
emotional bond. This emotional bond gives the basis for the transformation of the visit, in the
research context, into an experience. The bottom up approach of the means-end-chain, as explained
above, was used to distill the values of the demand as well as supply side.

Experiences. As Pine and Gilmore states, occurs an experience when consumer are so involved
that they obtain a memorable impression. The event is memorable and very personal. The consumer
is touched emotionally, physically, intellectually and even spiritually. Boswijk, Thijssen & Peelen
(2007) developed an overview of the process of experiencing. Starting with the sensory perception,
which focuses on the 5 senses feeling, seeing, taste, smell and hear. After the sensory perception
emotions evoke, which are an involuntary, unintended way of dealing with the outside world. These
are expressed through feelings, expressive behavior, motivated behavior and psychological changes.
Afterwards the experience occurs, which is an immediate, relatively isolated occurrence with a
complex of emotions that make an impression and represent a certain value for the individual within
the context of a specific situation.
However, each experience has a few characteristics, namely:
-

An experience occurs when a person is involved

Experiences are very personal
An experience is always memorable
It touches emotionally, rationally, spiritually or physically
It is a reaction to stimuli/stimulating senses
Flow time flies when you experience

34

Pine and Gilmore identified different Experience Instruments, which can be used to create an
experience:
-

Thematisation
Activating all senses
Co-creation
Storytelling

The right instrument will be chosen on a later stage, since the right instrument depends on the
analysis and most striking outcomes.
Experience Concepts. As described above powerful concepts need to be distinctive, significant
and easy to communicate. They represent an authentic image of the companys identity and service.
G. Geursen distinguisehes three layers in an experience concept:
I.
II.
III.

Primary Interpretation: the physical layer what can be seen

Secondary Interpretation: The hidden meaning and story between the lines
Core Interpretation: What is the essence of the story

The model underlines the power of concepts and shows that the concept should work as working
principle. All elements, aspects and decisions should be based on the concept- like an umbrella
hanging over all activities and decisions undertaken.
Engagement Barriers. As proven by Kay and Wong (20009) eight factors were proven to influence
peoples attendance behaviour and lead to eventually non-attendance of cultural activities. Their
research paper presents and important point of reference. Therefore, will be the eight barriers
tested on the inhabitants of Rietberg. Thereby it is sought to identify the engagement barriers, which
are of most impact on the Rietberg inhabitants not to visit the Market. The eight barriers for cultural
activities are summarized as follow:
Physical access
Personal access

Cost
Time and timing
Product
Personal interest & peer group
Socialization & understanding

Information

Difficulties in physical accessibility

Private factors preventing the individual to attend- family
circumstances, physical condition, not perceiving the
experience of attending desirable
Financial restrictions, value for money
Unsuitable opening hours, lack of time, time restrictions
Poor previous experience, unfriendly staff, uncomfortable
facilities
Not of interest to the individual, other things are perceived
more important, luxury, can identify with the crowd
General perception that cultural facilities are not for them, lack
of past engagement, the individual does not understand the
content, poor past experiences
Lack of awareness, lack of advertisement

Figure 4: Eight Engagement Barriers, Kay, Wong and Polonski, 2009

35

Needs and Wants. A need can be defined as the inner motivation behind peoples action. Ragheb
and Beard classify four different categories in consideration towards leisure activities, known as the
Leisure motivation scale. The categories are based on Maslows hierarchy of need in 1943. His
pyramid is quite controversial and in discussion if it still applies into modern society. However the
leisure motivation is still applicable and described the most significant motivation behind peoples
engagement in their free time.
1. The intellectual dimension
- About the human need to explore, discover, think and imagine
2. The social dimension
- The need for social contact, friendship, relationships and need for appreciation
3. The competence mastery dimension
- Based on the need to prove oneself, about mastering something
4. The stimulus avoidance dimension
- Escaping from a too high level of stimulation, mental relaxation
The theory explains the driving forces behind peoples leisure behavior. Once the needs and wants
are revealed, their leisure behavior can be understood easier and reflects the motivation behind
each activity.

Case Study. The Case Study allows to learn from an established agricultural market concept and
will therefore add beneficial insight. The Case Study used in this context is only sought to provide
constructive inspiration for the commissioners problem, since normally they do not have the
reliability of generalizing data based in one individual example.
The concept of the agricultural market works successfully. Even though it is not comparable with the
size of the agricultural market in Rietberg, it can provide insight on aspects of optimal markets and
the management of it. The Neighbourgoods Market in Cape Town was used as inspiring and unique
example, since they do have a unique concept, which attracts thousands of visitors and tourists
yearly.
The theory used, will help to provide an answer to the sub question of Research Question number
three. It presents a parameter for the examination of Research Question number three and give
inspiration for the Creation of Concepts and sustainable Recommendations in the end.
In order to determine the same aspects, four factors were chosen playing a crucial role:
Communication: internal and external communication of the market. Including the marketing
activities as well as internal communication between different stakeholders involved.
Tools and Activities used: Which activities and tools are used to make the market more optimal to
attract more customers.

36

Organization and Management: How is the market organized and managed?

Stalls, market vendors and offer: What is the layout of stalls, perception details and what
attracts customers?

37

03.
RESEARCH
METHODOLOGY

This chapter gives a fundamental insight how the research was conducted. Three main topics are
described being mainly the collection of the data, the analysis of data and the critical review on the
entire research procedure.
The first chapter Collection of Data describes the process of how the information was gathered
within the analysis phase. It elucidates the research methods, which were chosen, specific research
tool and techniques applied during the research phase and qualitative interviews. Moreover an
overview is given about the interviewees participated, on which the primary research was based. The
last point is the explanation of the level of saturation for this research.
The second subchapter describes how the collected data was analyzed and structured.
Thirdly, a critical review is included, which evaluates the entire procedure of gathering and analyzing
the data.

38

7. Collection of Data
The scientific frame of the research is based on grounded research methods, tools and techniques.
Research started by studying secondary investigation obtained through desk research and
bibliographic reviews. Existing information and data was found in articles, books, internet,
newspapers, reports and other accessible sources. This step was crucial and presented a foundation
for further field investigation.
Primary research presents the core of collecting information and is also known as field research,
including qualitative and quantitative research. However, having the focus on values and motivation,
qualitative research has been conducted to find in-depth information. Furthermore, this topic is
based on values, however, one must bear in mind that it did not receive much attention before. For
this reason, the qualitative research method was chosen.

7.1. Qualitative Research

As described beforehand shape human values, their behavior and their perspectives the users preexposure and therefore their experiences. Businesses have the urge to understand their customer in
this competitive world, as they intend to delight and attract customers. This brought the need to the
forefront for a researcher to investigate into people: their attitudes, beliefs and values. The
qualitative approach tends to collect a great deal of rich information about relatively few cases
rather than the more limited information about each of a large number of cases (Veal, 2006).
According to Veal (2006) qualitative Research provides answers to a problem by means of
investigating a predefined panel of participants who are asked why - how centered questions. With
this technique the researcher gained an in-depth insight. This research is particular valuable for
acquiring cultural information about the values, opinions, social background and the behavior of the
interviewees and is therefore of great importance when investigating in the target group, the
Rietberg as city and the case study. Qualitative Research and the connected intention for
understanding people holistically, therefore face to face in-depth interviews between researcher and
respondent were conducted. This research method is more open than strictly sticking to a predefined
set of questions. The researcher was able to lead the interview, which make the method so valuable.
The researcher was therefore required to make use of questions that were as open-ended as
possible.
Informal conversation and Networking. By means of observation, participation and
conversation, this technique was helpful to immerse into the field of interest. The unstructured
approached encouraged to network within the environment of this research and opened new
directions and perspectives, which provided valuable insight and new directions in the sector.
Informal conversations during the visit at the market were used for gathering additional information
and insight into the needs, wants and opinions of the target group. Essential input from different
fields was gathered and helped to fell decisions and creating new ideas. During the informal
conversation new ideas and topics were born, which helped to broaden the horizon and to gain a
better understanding of the topic.

39

The practical method of investigating into a applicable Case Study has been an effective approach
gaining a general overview of the management and success factors of markets. A unique and
inspiring example of a concept for a weekly market has not been found.
Expert Interviews. Especially since there is no fundamental research about the market economy,
the focus was on a few experts that were researched in a qualitative manner, in order to gather as
much information as possible. In order to get a insight in the subject of optimal weekly markets and
concepting, expert interviews in form of in-depth interviews were conducted. Here the idea was to
interview market managers and organizers, in order to get an insight into the competitors approach
and their strategy/concept. Here exact information was needed about the case study and the
concept/strategy of other markets. Based on primary desk research and the use of secondary
sources, three different topic-lists were designed that were aimed at revealing missing knowledge.
These can be found in appendix 17 and are divided regarding the interviewees categorization,
namely: topic list- target group, Market- Experts and Rietberg Experts.
By conducting expert interviews from different fields, market knowledge, market organization and
characteristics of the target group, the topic of matter was sought to be elucidated and understood
better. This ensured a more reliable and valid analysis and outcome of the research. The ten expert
interviews conducted, provided the researcher with crucial knowledge reaching a better general
picture of characteristics and values of the inhabitants and practical field related experiences.
Observation. On the 14th of March the researcher took place in participant observation as
participant as observer. The goal of the observation was to get fully involved into the market
activities in order to be able to share experience and feelings with the participants. Since January the
researcher visited the market every Friday in order to build up trust with stall owners, to exchange
information and to gain and experience the right market feeling. The observation report gives the
reader a descriptive observation, where first of all the physical setting is described and key
participants and their activities. Moreover the attendant process is described and emotions involved
explained. A mystery shopping at each stall, gave a detailed analysis and perception of each stall. The
list can be found in appendix 16.1 with the observation report.
Semi- structured in depth Interviews. The in-depth interviews were conducted with the target
group of the agricultural market in Rietberg, in order to find out their values, needs, expectations and
participation barriers on visiting the weekly market. The interviews were conducted in a semistructured manner, which had the benefit that additional information may occur.
Semi-structured interviews were based on a developed item list, which were sought to be covered
within the interview, while the order of questions was kept flexible. Therefore, it was a very
interviewee focused method, where the interviewer had the opportunity to partly steer the
interview.
All interviews were held 1-to-1 in an informal semi-structured way. Non-verbal and verbal-listening
techniques were used during the interviews, as well as a link of an open body posture and friendly
facial expressions as interjections to create a comforting atmosphere. This technique supported
respondents to feel free and motivated to talk. Moreover, the laddering technique together with
reflection was used to clarify the gathered information that was not understandable. This technique
also allowed you to go deeper into the topic, if necessary.

40

The research technique of laddering was used in order to find out the values of the participants.
Laddering presents a basic but systematic tool to reveal underlying meanings from a simple
statement (Baarda B. , 2011). As discussed, the use of Means-End Chain was made in order to define
a crucial understanding of the target groups values. In combination with the understanding of the
Means-End Theory, the interviewing technique, laddering, revealed personal values by establishing
relationships between attributes, consequences and an individuals values.
7.1.1 Research Participants
This research report was based on 20 interviews, which can be divided in 10 expert groups and 10
people fitting into the chosen target group. Even though both groups belong to the target group, the
group will be labeled differently according to their function for this research in order to avoid
confusion.
The technical expert group can be divided into two subsets:

Experts of agricultural market

Experts of Rietberg

The first groups are the experts that have explicit knowledge about market management and
experience about agricultural markets. The second group consists of experts of Rietberg. The
interviewees grew up and live in Rietberg since many years. All of them are actively involved in city
life and are constantly in contact with many inhabitants of the city.
Consequently, whenever it is being referred to the target group, it is referred to those who fit into
the identified target group beforehand.
An overview of the regular and expert interviews can be seen in the paragraph below. Transcripts in
German and translated into English can be found in the corresponding attached transcript book.
The Target Group

Interview 1, Hedda, 49 years of age

Interview 2, Beate, 55 years of age
Interview 3, Sabine, 49 years of age
Interview 4, Ulla, 56 years of age
Interview 5, Anja, 25 years of age
Interview 6, Thomas, 52 years of age
Interview 7, Theresa, 22 years of age
Interview 8, Sina, 25 years of age
Interview 9, Inge and Venti
Interview 10, Eva, 55 year of age, Pastor in Rietberg

Experts Agricultural Market Management The experts consulted work all closely together with
the science of our society and the topic of agricultural market.

Interview 11, Irmgard Schalk, 67 years of age

Former owner of chicken and meat stall, sold her products over 30 years at different markets, lives
in Rietberg

41

Interview 12, Wolfgang Hesse

First Chairperson of the pool market Mnster

Interview 13, Lothar Geisler

Chief executive of Borco Hhns. They sells market stalls, gives seminars and training around the topic
Optimal markets

Interview 14, Gnther Don, 39 years of age

Stall owner and expert of market organization, member of pool in Hamm

Expert Rietberg Interviews with experts of Rietberg were conducted in order to gain knowledge
about Rietberg and its characteristics as well as their inhabitants.

Interview 15, Ingrid, 65

Cityguide Rietberg

Interview 16, Klaus, 58 years of age

City Guide Rietberg

Interview 17, Bernd Rehling

Owner of a graphic business in Rietberg, they produce the Stadtanzeiger, a two-week city magazine.
He created the Corporate Identity for the Market in December 2013.

Interview 18, Marlis, 72 years o age

City Guide in Rietberg

Interview 19, Georg Tlle

Organizer of first Trade association in Rietberg, organizer of the start up of the market in Rietberg,
Own shop in the city centre

42

Interview 20, Andreas Sunder

Major of Rietberg

7.1.2 Level of Saturation

The number of interviews that were conducted was depended on the level of saturation. Reaching
the point of saturation was the moment where no additional information was found, hence the point
of new information flow was stagnated. In total this point was reached by conducting 14 target group
interviews and seven expert interviews. Every now and then expert interviews were mixed with
target group interviews since the experts did also fall into the profile of the target group.
7.2 Analyzing Data
Analysing qualitative data involves the process of breaking data down into smaller units, in order to
reveal their characteristic elements and structure (Dey, 1993). The data and information were
obtained through interviews collected by means of the means end chain technique. The interviews
were audio-recorded and subsequently transcribed, that was reproduced as a written account using
the actual words in German and summarised by the researcher into English. Specific guidelines were
used. The transcripts and summaries can be found on CD in the end of this research report including
a transcript book Interview Transcript Book; The Market we Go to A Weekly Must.
The coding method, Means-End Chain, was used to analyse each interview. Each interview contained
valuable information for this research. By using coding this information was be made visible. Coding
reveals the attributes, consequences and values of an interviewee. Each attribute, consequence and
value separately received a label and code. After these have been labelled they will be put into a
category. These categories were put in the implication matrix. The ladders were coded with the
categories created and this enabled the researcher to complete the implication matrix. The
implication matrix provided a clear overview of how often a connection was made between the
different attributes, consequences and values. The connections that were mentioned most often
were used to create the shortened implication matrix. This shortened implication matrix contains
only the valuable and significant information. The value map was created in order to visualize these
significant connections of the matrix. The value map can be found in appendix 21.
This method was valuable for this research due to the fact that the researcher could find out if there
is coherence between the different interviewees and the different activities. The inhabitant
demographic of Rietberg is broad, but it was interesting to know if there are values that connect this
group.
Furthermore, the observations was analysed and this information was used as a foundation for the
interviews to better understand the behaviour and motivation of current visitors who attend the
market.
The distilled outcomes were divided into four subsequent sections during the Analysis Phase. The
clusters determined are as follow:
-

Internal Analysis
External Analysis

43

Case Study The Neighbourgoods Market

Additional Findings

In the end each separate research question was answered in order to be able to answer the research
objective. The findings of this research enabled the researcher to provide the city council with
recommendations. The analysis was performed from an objective viewpoint.

7.3 Critical Review

This section reviews external conditions, which were given during the research and confronted the
procedure of data collection.
Taking the nature of research into consideration and the fact that the researcher always interacts
with other humans ethical issues can occur, which need to be avoided. Therefore were ethical
guidelines established in order to minimise the impact and to ensure the individual comfort as well
as to secure reliable research.
The following principle summarise the basic guideline:

Validity: Therefore, the validity of this research is rather high, since all the interviews and
research techniques were well prepared according to literature on this subject and advice.
The choice of expats and interviewees was well chosen. Through several techniques and
theories on university level, the study is very reliable. Each method/source was checked
twice in order to provide reliable information and to come to a valid end result. To ensure
the reliability of the research a couple of aspects were defined and fine-tuned to guarantee
that every interview was conducted in the same way and under the same circumstances.
Reliability Interview: To be able to perform this qualitative research it was important to make
sure that every interview was done in the same way. To guarantee this aspect an item list has
been created to make sure that every interview includes the same topics and no topic was
forgotten. However the item list was not fixed and each interview was adjusted to the
interviewee. The item list only served as guideline. In order to give respondents the
opportunity to decide about their participation, they were informed about all the necessary
information beforehand. These included answers to the questions of the aim of this research,
the kind of information being sought of, the time required and who has access to the data
and research afterwards.
Respondents: It was possible that interviewees gave different answers to questions if they
did not feel comfortable. To avoid this, the interview started with small talk to make sure
that the participant was familiar with the researcher and vice versa. During the interview the
questions were asked in a relaxed way and enough time was given to the interviewee to
think about an answer.
Respect for the individual. Each participant was treated respectfully. The well being of each
participant was priority, while the topic and outcome secondary. The wish was respected if
an interviewee wanted to participate only anonymous. Therefore, all interviewees are only
mentioned by first name, except the experts.
Circumstances: Due to the fact that the interviews were not held in the same location it was
difficult to create the same circumstance for every interview. Nevertheless, a couple of
actions have been implemented to make sure that every interview is conducted similar. First

44

of all each interview took place at the interviewees house in order to create a comfortable
and relaxed atmosphere for the interviewee. Moreover it was prohibited to use anything
besides the item list and the recorder during the interview. This made sure that all the
attention was on the interviewee.
Informed Consent: It was ensured that each participant understood the essence of the
research. Each interviewee was informed about the function of the research, the actuality
that it was voluntary, the rules on confidentiality and all information mentioned above.

Another conflict for the researcher was the bottleneck of biased outcomes. When analysing the
gathered information from the experts and target group, it was sometimes hard to generalise
information, as the outcomes varied in opinion especially within the target group itself.
To guarantee authentic and reliable information it was important to establish trust between
researcher and participant. Therefore, every interview has been conducted personally, in order to be
in direct contact with the interviewees. In this way the research was able to react individually to each
statement. As soon as a personal level was reached the laddering technique could be used. However,
this was unfortunately not possible for each statement. However, the technique gave value
outcomes in the end. In the end each participant received a flower as thank-you gift.

45

04.
ANALYSIS PHASE
Figure 5: City Hall and Catholic Church Rietberg, 2013

The Analysis Phase is the initial and most fundamental phase of this research. Here the
commissioners problem is elucidated by means of thorough research. The information was collected
through qualitative primary research. The Analysis is based on the outcomes of the informal
conversations and unstructured in-depth interviews. The internal analysis focuses on the values of
the agricultural markets and examines the markets motivation, goals, organization and initial ideas.
The external analysis is of an extensive analysis of the target group, as well as the general context.
This information was obtained through selected experts, who provided the research with a complex
understanding of the topic.
Interviews conducted with the target group consisted of two layers. The first layer was designed to
gain authentic information on their shopping behavior, expectations and engagement barriers
towards visiting the agricultural market in Rietberg and the second layer extracts the youths values,
needs, motivations towards their leisure time.
The third element of this analysis is the examination of a Case Study. The Neighbourgoods Market
in Cape Town provides a high qualitative insight into aspects regarding market management,
concepting for markets as well as success factors. A qualitative insight into aspects is given, which
can be potentially considered for the agricultural market in Rietberg.
Further data collected and relevant to the topic can be found under the topic Additional Findings, the
fourth and final part of this chapter.

46

8. An internal perspective
The first part of the Analysis Phase focuses on the essence of markets in generally, concluded and
specified with the weekly agricultural market in Germany, known as Wochenmarkt. The second part
takes the agricultural Market in Rietberg under the magnifying glass in order to examining its
background as well as the initial motivation of creating and launching an agricultural weekly market
in the city centre of Rietberg. Moreover, it was sought to introduce the brand Market more detailed
and elucidating its character. This step is crucial, since a new Corporate Identify was created in
December 2013. The subsequent information presented in this paragraph derived mostly from
informal conversation, an interview with Georg Tlle and primary desk research by use of reports
and articles about the launch and organization of the agricultural market.

8.1 The essence of Agricultural Markets

The essence of a food market is to bring producer and consumer together. And finds it roots as a
gathering of people for the purchase and sale of any goods. As Marianne Bttner explains in her book
Wochenmrkte in der Bundesrepublik Deutschland- Entwicklung seit 1951 sowie Struktur und
Funktionsanalyse ausgewiesener Beispiele Mainz, Univ, Diss (1984) Markets can be retail- or
wholesale based. Different physical formats of a market can be found as she explains, namely:
-

Indoor Market
Public Market: An indoor, fixed market in a building selling different kinds of goods
Street Markets: open air markets along one or more public streets
Floating markets: Products and goods are sold from boats
Night markets: They open at night and have a great leisure characteristic. Food and leisure
experiences are featured.
Wet markets: Markets where living animals are sold

Markets may feature different products and can have special themes, such as antique, craft, farmer,
fish, flea and flowers market.
In Gemrnay Wochenmarkt (weekly agricultural Market) focuses mainly on the food retail like fruits,
vegetables, milk products, fish and flea. Moreover the market is used as community trader, which
was used to be more important in former days before the invention of modern communication
technologies. In numerous cities the market takes place at least twice a week. Normally the urban
event is organized by the local authority; however more often private investors take on the
organization, since small villages and city do often not have the knowledge and possibilities to do it.
Typical and a unique point of the Wochenmarkt are regional products, used from the farmers as
direct marketing activity.
8.1.1 The Shopping Structure Agricultural Market
Historical reviews describe agricultural markets as a colorful and lively market bustle. Cultural and
social happenings and even political elements were indispensable elements. Only few literature
reviews can be found about the meaning of modern agricultural Markets, including is special
characteristics and functions for the human being. Most of the studies and research found discuss
the function and impact of agricultural markets on a scientific level. Other studies reflect the impact
of agricultural markets as marketing tool for organic products or they are only mentioned briefely
between the lines. The study Berliner ko-Wochenmrkte Orte nachhaltiger Kommunikationwritten

47

by Schmithals (2002) explains the historical significance of agricultural markets. She explains that
market square, customers and market vendors are the original trading platform of all retail
structures. Especially during the Antiquity markets were of great importance and formed the central
point for communication, urban live and events. Moreover, they were closely related to judiciary.
Market vendors had the right of extra laws since the market was seen as the event place and site of
cultural interest. Court Ruling and consultancy for political matters took place directly between the
market bustles. It is seen as the first form of a democracy system, since the king decided if a market
took place or not. Already during kingdom of the Frank the market organization shows a detailed
structure. Held (1988) explains the organization on the example of city Erfurt, which has a very long
lasting tradition in market organization. In Erfurt the market was always set on one specific location
and had it specific opening times. Any other market activities outside these regulations were
punished with a fine. The public officer made sure that only local products were offered. The product
line was immense as Held describes and included food, yarn, wool, skins, jewelry and clothes.
With the development of new supply structures, like the development of supermarkets since the
middle of the 20 century, the agricultural market lost it value and meaning as traditional food
supplier. However, the traditional format of agricultural markets found it renaissance during the
1980s due to food scandals like BSE and increasing number of food allergies, including lactose
intolerance etcetera.
Kreuzer (1996) is convinced that the combination of special suppliers creating a unique offer, create
such a competitive advantage which is not easy exceed. Negative aspects he sees is the dependence
on the weather and the time intensive preparation and removal of the mobile retail vans. Moreover
is the fact that customers have to investigate more time in doing their shopping, due to the fact that
they need to stand in line for each product. Positive aspects are mentioned by Kreuzer include the
fresh an high qualitative products, often the direct contact to the producer, the seasonal and
regional products and the high experience involved, standing in contrast to a anonymous shopping
purchase at the supermarket. Another positive aspect for the supplier is that they are able to use the
market as selling platform and mainly to improve the image and degree of fame.
8.1.2 The agricultural market as tool to revive the city centre
The German seminar for urban development and economy took the economic and social meaning of
agricultural markets to revive the city centre under a magnifying glass. Behling and Rieger-Genenning
conducted research at the weekly markets in Stendal, Magteburg and Leipzig. The main result of the
study is basically the social function of agricultural markets giving it the specific meaning- the
function as food supplier is less important. The researchers mention the social-communication
aspect, enjoyment, improvement of live quality and preservation of tradition as main significant
elements of the market. Behling and Rieger-Genenning underline a market is more than a food
supplier. It is always an experience, entertainment and direct consumption. Through the original
chance of markets, its character of being an event, it can function as attraction- independent from its
function as food supplier. They conclude that the attractiveness and chance of success of markets
are growing, if the event character is actively taken into consideration. Convinced they underline that
the market can be turned into an experience if market vendors create an experience for their
customers.
During the research of Behling and Rieger-Genenning they distilled the economic impact of
agricultural markets. They determined an approximate turnover of 1.2% of the overall retail sector in

48

the city of Leipzig, Stenden and Magteburg. Even if this percentage is quite low the number of
employees involved in the weekly agricultural market sector includes 2.6% of all employees of the
retail sector. Therefore, plays the market a significant role for the local economy and development of
jobs. Other contributions, for the development of agricultural market and the use to revive the city
centre, depend on the support of sustainable direct marketing and usage of the variety the market
includes. This can be included in projects for urban development.

8.2 Background Information of the Agricultural Market in Rietberg

History 10th of March in 1975 the trade association of Rietberg suggested to launch an agricultural
open air retail market in the city centre of Rietberg in order to encourage the urban life within the
area. Chosen was the Rgenstrae, which remained the location of the market until today. The place
seemed to be ideal, since it is in the historic city centre surrounded by old half-timbered houses,
which was thought of creating the right atmosphere. The motivation of the trade association to
organize a physical agricultural retail Market was to stimulate urban life, since the city had a dead
image and a growing number of textile retail shops had to close. The Christian politic party and the
city department did not see the need of a transformation and active approach to solve the problem.
They stayed in their old traditional way of thinking and saw the trade association, with their modern
approach of using events as competitors. However, it only took a few months until regulations for
the organization of the agricultural Market were set and market vendors were found. It was decided
that the new urban event should take place every Friday from 14:00 till 18:00. The time was chosen
based on the opinions of the city council. It was argued that it would be harder to find stalls for an
agricultural market on Saturday and the Friday was announced as being the perfect day to do
groceries. A general excitement within the community was noticeable and before the market even
started the local newspaper reported about the new urban event on a regular basis and wrote on the
6th of April 1975: Longing for fresh Parsley Rietberg launches a weekly agricultural market
(Glocke, 1975). The goal of the trade association was to find as many market vendors and mobile
retail vans as possible because they thought that the size of the market is important to receive the
right attention and to impress the city council as well as surrounding cities, as Tlle explains (2014).
Therefore, all businessmen within the city participated and opened a stall at the new weekly market
in order to sell their products. With the first articles in newspaper, the first letters of application for a
stall-spot came. In total 26 stall owners applied and received a spot at the agricultural market. The
new offer included pictures, flowers, eggs, fish, meat, vegetables and fruits, cheese, pastries, textiles
and different offers from local supermarkets. The new urban event took first place on 12th
September 1975 and included a special program with media conference, an extra edition of the local
newspaper Stadtanzeiger, a band, Marktexpress,small train through Rietberg, and a beer-fountain.
Already beforehand, different reports and newspaper articles mentioned a great concern from the
city council as well as from inhabitants about parking possibilities, event day, time and the location
right next to the church, since funerals and weddings mainly taking place on a Friday afternoon.
Nowadays, these aspects still play a significant role, as it can be read in different articles and letters
send to the editor and major. However, nothing has changed and the market still operates
accordingly to the old regulations from 1975 - only with 16 stalls less and a fewer visitor number.
After the launch of the market the market master was responsible for any task. The city council did
not feel the need to take care of it until the end of 2012, as the number of complains grew. The new

49

open-minded mayor, Andreas Sunder saw the opportunity to use the market as marketing tool for
the city centre in the future.
Nowadays, the market is organized by Volker Pappert in association
with the public order office and works closely together with the city
council. Volker Pappert is responsible for marketing activities and the
organization of special events and occurrences. He got employed for this
task from the city council, which has the aim to use the market as a
marketing tool in future and to revive the city centre. The public order
office takes care about regulations, finances and new applications from
stall owners.
The goal of the major Andreas Sunder is to create a meeting place again
for the inhabitants of Rietberg at the market, as he explains during the
interview for this research assignment. Since the end of November, the
agricultural market stands under great transformation and many
marketing activities have taken place, which had a positive effect and
caused an increase of visitors. The activities include advertisement in the
Stadtanzeiger and regular articles about market vendors, and little giveaways. Rehling GmbH, created a new Corporate identify for the market
Figure 6: Logo agricultural Market
in order to give the market a face, including a logo and slogan, seen on
Rietberg, 2014
the right side. The slogan says Bestes vom Besten (best of the best).
Rehling he explains that the goal of the new CI was should give the agricultural Market a fresh
regional image, where customers get into a positive joy. This atmosphere was created with the logo
but also with advertisements slogans which creates a smirk, calls up citizens attention and shows a
young fresh face. The color of the advertisements is in a natural light blue and show fruits and
vegetables, the image which mainly identify with an agricultural Market. A young, fresh letter type
was chosen. An Example of a banner can be found in the image below. The banner states
Agricultural Market in Rietberg, fresh quality directly from the producer, today 14:00-18:00.

Figure 7: CI Banner agricultural Market Rietberg, 2014

Today, on approximately 60m, along a small road, eight different stalls can be found offering mainly
products like flowers, vegetables, cheese, meat, chicken/game, potatoes/eggs and pastries,
identifying the Market as a purely agricultural street market. Not all products are regional produced,
especially not vegetables, fruits and meat; however they show great fresh quality.
All stakeholders involved in the market organization do meet every two month in order to discuss
important points like the organization of further marketing activities and events. The opinion and
idea of each market vendor is taken seriously into consideration, since they have most experience
with the organization of other markets and have an even greater understanding of agricultural
markets and their customers.

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8.2.1 Terminal and Instrumental Values

Identifying the meaning of the agricultural market as purchasing experience consumption, a close
connection as enjoyable communication trader was found; however, only mentioned as one aspect
of many. By asking the target group, which elements they mainly appreciate the following was
distilled: People especially enjoyed being outside, while doing their groceries, especially during good
weather conditions.
The market was described as a place of communication and socialization. For many of them the visit
at the market means more then only getting products but it has also a recreational trip character.
Other research has proven that especially Friday and Saturday markets are seen as a destination of a
leisure trip and that it is often seen as sensual experience and beginning of the weekend.
By researching the terminal end instrumental values of the market the following values were
distilled:

Ambitious

Cultural

Responsible

Recognition

Self-Respect

Analyzing the drive of the company and the organizational aim it is obvious to see that the market
want to gain recognition from customers. Their aim is to grow and increase the customer frequency.
It shows the universal respect and continuation believing in the concept of weekly agricultural
markets and the tradition behind the concept. Another terminal value distilled is the self-respect. A
stable self-esteem shows the fundament of the companys drive of dedication to grow and to remain
in order fierce competition. The value self-respect can especially be seen in the fact the market
was/is facing serious problems and has difficulties to adjust to new social structures. However, the
market vendors believed in the concept of agricultural markets and they believed in their business.
This point of view assumes a certain degree of self respect and is close in relation with the value of
recognition. The respect and admiration for the market culture and tradition mirror confidence and
pride. This is also seen in the fact that most of the market vendors sell only own or regional produced
products. Moreover, the logo and the corporate identity reflect a self-confident picture of the
market.
The enormous attention to high quality and fresh products shows the value of being responsible.
Market vendors do not only take care of the fact to offer high quality products, they also pay great
attention to proper consultancy and show a certain responsibility towards their customers. All
stakeholders involved show a certain degree or responsibility: the customers prefer buying ecofriendly and regional products, showing therefore a responsible attitude towards local farms and the
environment, the city council shows a responsible behavior due to the wish of keeping an tradition
alive and showing an understanding of the need to revive the city centre.

51

The nature of traditional markets, they believe, values and motivation can be categorized as
instrumental value cultural. In this context, cultural also refers to the interpretation of being
authentic, meaning using regional products and farmers.
The ambition and dedication of the market of market can be seen in the great customer service and
the hard work involved in each single business. Market vendors did not give up, during the time of
low customer frequency and missing turnover. Each market vendor is present every Friday
afternoon, even if the weather is not as good and only a few customers are predicted.

9. An external Perspective Analysis of the Target Group

Within this chapter the target group has been analyzed carefully. As the research had its main focus
on examining the target groups values, needs and motivation in regard to leisure as well as their
shopping behavior and participation barriers towards visiting the agricultural market in Rietberg, the
research findings are structured as follow:
In order to be able to put the researched information into context, the target group analysis
commences by providing an insight into the target groups environment. This follows by more general
aspects considering an insight into their shopping behavior and general trends and developments
seen in the leisure and retail sector. This contextual information was added as research has
confirmed the need of understanding the target group as whole as well as their environment.
The second part explains the relation between the inhabitants of Rietberg and their visit at the
agricultural Market. The findings are based on the Engagement Barriers by Kay, Wong and Polonski in
2009. This part includes aspects that have been considered as important in order to gain a general
understanding of the target group and to elucidate the researchers problem in more detail.
Finalized is this paragraph by a most internal analysis of the target group. The Target group will be
portrayed from an Imagineering perspective, whereas the ultimate emphasis lies finally on four
distilled core values, as well as an examination on the target groups needs and motivations in regard
to leisure activities. This information is the most fundamental elements of the research and will
mainly be used for the creation phase.
This approach helps to present a holistic picture of the target group- even though the step was taken
to break the phase down from a more contextual and framing to a very specific and internal
perspective. The information included in the following section has been obtained by means of 18 in
depth qualitative interviews with experts of Rietberg, including market experts from Rietberg and the
defined target group.
9.1 Understanding the context- The environment
Rietberg is a town located in the district of Gtersloh in the state o North Rhine Westphalia,
Germany. It is located around 10 km south of Gtersloh, 25 km North West of Paderborn and
Bielefeld in the region of Ost-westfalen-Lippe. The river Ems runs through the city, which counts
around 29 000 inhabitants.
Rietberg was first mentioned as Rietbike meaning reed and creek. In the 11th century Rietberg had a
castle, and from 1237 it was the home of Wenzel Adam von Kaunitz, count Rietberg. Since that time
Rietberg had its own territory until 1807. Even though Rietberg was a very small state they had its

52

own militia, its own laws and its own currency, which was cointed until the 17th century. At the 19th
century the castle was torn down because it was not needed anymore and only the Johanniskappel,
the St.Johns Cahpel from 1748 can still be visited today. In 1843 the municipality of Rietberg was
established and was not independent any longer.
Rietberg has an old historic city centre, with the best known Town Hall build in 1800 in the centre of
the town. In total there are around 60 halftimbered houses in the city centre, including the old
Court House and Altes Progymnasium, a higher educational school. The city of Rietberg includes
seven built-up areas namely Bokel, Druffel, Mastholte, Neuenkirchen, Rietberg, Varensell and
Westerweiehe.
Since 2006 Rietberg stands under great transformation and
Well Rietberg was like sleeping beauty,
the city woke up from it sleeping beauty. Under the
isnt it? We were asleep until something
guidance of Andre Kuper, previous major in Rietberg, the city
woke us up (Georg Tlle, 2014)
won the award Unsere Stadt Blht auf. This award
guarantee the subsidies for the project Langesgratenschau, a show of the federal state of North
Rhine, Westphalia that shows gardens and parks of areas. For this a lot of park areas have been
created and many urban buildings and places have been renovated and got a new image.
. Due to the fact that the city has an excellent Infrastructure and is in direct distance toward bigger
city like Bielefeld, Paderborn and Lippstadt, it is difficult for the city to define them with the textile
retail sector. Many textile retail suppliers had to give up their business because of missing customers.
This trend was already seen during the 1970s and might due to the fact of missing innovation within
the city centre as well as poor service or improvement of the transport infrastructure, which makes it
possible to get into the neighboring bigger cities within 25 minutes. However, with the new urban
event and the transformation Rietberg started organizing professional events. Rietberg used the
chance to identify them via urban events and German stars like Cultur Candela, Anna-Maria
Zimmermann or die Hhner came to Rietberg to perform. On average there are weekly two public
main events with around 400 visitors.
With the Landesgartenschau Rietberg became officially a recreational area with bicycle and walking
paths. During the interviews the respondents described Rietberg as a very cozy city, which is very
pleasant, sustainable and lovely with a high quality of live. The historic city and the extreme spread
nature turn the city into something unique and with the city.light.award all important elements and
buildings are highlighted and give the city a very modern and civic life. During the lighting master
plan, the architect focused on the main and unique elements of Rietberg within the city centre.
These are the old buildings and city centre, bordered by the Ems River and the diversion channel. The
LED lightning concept created a safer, more comfortable and inviting city image.

53

9.2 Understanding the Context Trends and Developments

Shopping Trends
The Vertrauen und Skepsis: Was leitet die Deutschen beim Lebensmitteleinkauf? research
conducted from the SGS- Verbraucherstudie in 2014 shows that over of the Germans are insecure,
while they are doing their grocery shopping. A new trend shows that regional products are more
significant for the user than organic products and Germans do want to know where their products
are from and the story behind each product. The numbers of quality seals are hardly comprehensible
and understandable, so that purchasers do feel the need for clear signage and proper consultancy.
The research shows that the products mainly need to be fresh (88%), 66% mention that they need to
be of good quality and 54% prefer products from their region or at least to know their origin.
Therefore, authority is important for customers and they feel the need of an emotional bond then
only the product.
A research from the KPMG Die Zukunft des Einkaufens from the Gottlieb Duttweiler Institut in the
year 2013 proves that an individualization of the products plays an important role for the customers.
There need to be a sensitive direct connection between the supplier and demand side and the trend
clearly goes into the direction of tradition food trade. Customers are seeking for unique products in a
unique environment with a certain customer service and good consultancy. But why does the
agricultural market does not work how it is, since all trends and aspects can be found on the
agricultural weekly market in Rietberg?
Even though the customer can get regional, high quality products at the market, they are also
searching for something else to desire their needs and wants. An upcoming trend of the purchasers is
that they prefer going on spontaneous shopping trips, which was also proven during the interviews
for this research. Another trend clearly seen is convenience food. The number of small and single
households is a growing trend within the todays society and people do not cook every day as they
were used to. Therefore, fresh convenience food becomes a growing aspect in modern society, even
though they still pay great attention for fresh and qualitative products. Urban farming concepts are
getting more interesting for customers, since the concept brings a fresh regional image into the
customers mind. Or as Anja says during her interview I want to know the family behind the product
and that I support them when I buy the product from them(2014).
There is a growing need for experiences, while doing the groceries and the connection between
gastronomy and retail sector is growing. The Gottlieb Duttweiler Institut mention in his report that
cafes in supermarkets are great in common. The concept is based on the service sector: while the
customer can have a coffee his shopping bag will be packed meanwhile or that the customer can
order food via iPad or online in store and only need to pick up the bag directly in store or it will be
delivered.
Leisure Trends
The difference between the various domains of working leisure and care are becoming less distinct.
However, two groups can be determined- the one with a full diary and the ne with an empty. The
first group is working and lot, have less leisure time but enough money, meaning they have to spend
this tie to an optimum. The second group has a lot of time, but little money. The budget they can
spend on each leisure unit is considerably lower than the first group. People are seeking more and
more for meaningful experiences. Sport, culture, events and media are examples of content. The

54

most important trend for this project is the trend-sectorialism, which is the vague boundary between
the leisure sector and other sectors. It is nearly impossible to be completely original and innovative in
postmodern society. It is about to combine and market various elements. For this project this would
mean the Trans-socialism of the traditional food shopping with a new cultural urban leisure activity.

9.3 The relationship between the target group

and the visit of the weekly market
Trends and developments on a Macro and Meso level are good to know; however, they do not give
you an indication about the real needs, wants and expectations of the target group towards the
agricultural market in Rietberg. To obtain profound information in this regard, research has been
conducted with the target group themselves in order to obtain first hand information.
Reviewing the research performance, a broad overview has been created by asking the interviewees
about their:

Perception and image of the agricultural market in Rietberg

Experience consumption
Preceding customer behavior, if they have been to the market and engagement barriers
The expectations towards an agricultural market

9.3.1 Perception and Image of the agricultural Market in Rietberg

Research has revealed that from 18 interviews, conducted in this context that five never go to the
agricultural market nine sometimes and four regularly every Friday. During the interviews the
participants perceived the agricultural market in Rietberg torn. On the one hand it was mentioned
that the market is small but very cozy, with a great product line especially for fruits and vegetables,
which is for of the visitors the main motivation to come. The visitors mainly appreciate that the
visitor frequency at the market is not too high and that the transparency of the origin of products
and work is felt. Gnter Don (2014) explains that the unique points about the customers at
agricultural market in Rietberg are that they are very relaxed atmosphere and that customers do
not mind spending a euro more on a product, since they know they get fresh and good quality
products. Another aspect mentioned is that the visitors and inhabitants of Rietberg enjoy chatting
and gossiping. The market gives them the perfect platform to chat and also to exchange information.
On the other hand the market was described as a sad Place and the customer frequency was
perceived as too less. The interviewees described that customers were rushing there to do their
groceries and leaving immediately afterwards. Younger participants complained about the elder age
group found at the market. Also a missing reliance was mentioned from interviewees in regard of
location, time and marketing activities. For example, visitors were informed about marketing
activities, whoever they felt abashed to go to a specific stall, since normally the sample was given
away from any market vendor. Another negative aspect mentioned and also observed during the
observation was the appearance of the stalls. Stalls were perceived as dilapidated and products
were not presented neatly and structured. Interviewees mentioned missing catering and launching
possibilities for a cozy and relaxed atmosphere.

55

9.3.2 Experience Consumption

By asking the interviewees about their experience at the market or if they had certain stories at share
or feelings towards the market most of them denied. The only experienced mentioned was the
experience of perceiving the market as communication trader, a positive healthy feeling and food
supplier. Especially Theresa underlines how important fresh healthy products are for her lifestyle.
She explains that this health positive feeling not only with the purchase of the product but also being
physically at the market. She says that she enjoys the walk to the market, since she sits all day in
front of a computer. Marlis explains that the mainly likes the fact of exchanging recipes at the
market. For her it is always a positive experience to receive new recipes and get inspired by other
people.
Reviewing the research of Smithals it can be seen that customers in Berlin visit the market on a
regular basis and they perceive the visit as a leisure activity. In her report she mentions that
customers were talking about escaping from the big city life at the market and that they purely
perceive an enjoyable experience consumption. Moreover, she describes the positive feeling of doing
groceries outside, on the fresh air as a joy able experience. These experiences were not found in this
context; however they represent the desired end status.
But why do the inhabitants of Rietberg do not perceive this experience consumption? Does that
actually mean that Rietberg fails in basic elements or is really the experience stager missing?
Comparing the market in Rietberg with other markets, they seem to have the same physical
structure. Defined has a market its nature in the dependence and intervening success factors of a
good product line and stalls urban city life organization and marketing. It can be said if one or two
of these aspects are missing or perceived negatively, not being in harmony the entire structure and
concept begin to sway. A disharmony of the four elements can be found at the agricultural market in
Rietberg and influenced the experience of the customer. So what can actually be done, to create the
desired experience for the customer?
A mismatch has been perceived between the targets group positive image and attitude
communicated towards the visit of the agricultural market and the actual non attendance. Moreover,
this fact is underlined by the perceived missing experience. Next to the missing experience, what are
other factors of the customers for the non-attendance? By means of the preliminary finding the
following engagement barriers have been distilled, allowing a critical reflection.
9.3.3 Exemplified by the impact of the Engagement Barriers
Eight engagement barriers were suggested by Kay, Wong & Polonski in 2009 to keep people
distanced from projects and cultural attractions. This interconnected model of barriers can be used
to develop strategies addressing low visitation frequencies. In this context, the below mentioned
barriers have been examined based on the defined target group. In front it can be stated that four
barriers have been verified, which turned out to be the most significant ones.
The barriers can be clustered according t personal and external factors. The barriers personal interest
and personal access count to the personal barriers, while costs, Information and time belong to the
external barriers. As a result are the time-, personal- and information barriers the most significant
barriers and therefore closer elaborated in the following part.

56

1. Personal access
This barrier implies that the target group does not visit the market because of personal reasons. In
this case, private factors preventing the individual to attend. The engagement seems to be difficult,
attributable to the following reasons:

family circumstances
physical condition
not perceiving the experience of attending desirable

These barriers of engagement can be broken down into two different aspects, in this context:
Firstly, for the target group 45+, health and physical condition play a growing role as research has
proven. The younger interviewees enjoyed doing sport in order to stay fit and healthy in a higher
age. However, elder people, with health issues complained about tedious way to get to the market.
Marlis (2014) underlines it is almost impossible for me to buy for example potatoes and eggs,
because I am not able to carry them home, unless my husband picks me up. Reinforcing, underlines
the experts the significance of public transport close by and parking possibilities in the neighborhood.
Schalk (2014) highlights The old fire department, with the parking lot, would be the perfect location
for the Market. Even though it is not central located, you have great parking possibilities, which is
mainly important for the aging population.
Secondly, an important element of the barrier is the poor past engagement and past experience of
the market. This might be due to the fact of several reasons. As Sabine, Ingrid and Ulla (2014)
underline do they not feel the need and motivation to go to the market because they never felt the
need to go there. They are convinced that they get everything they need at the supermarket. Putting
this into context shows that the market is missing or not presenting the right experience for people
visiting the market that they feel the motivation to go there. As described earlier is the food sector
highly controversial and the agricultural market with the limited offer and time bound has limited
chance to compete with modern supermarkets. However, it is often the little details that customers
recall even more than the product they purchased or the service. Barrows explains that little details
that customer notice, is which makes them feel good, also called the experience (Barrows, 2010).
The lack of the missing positive experience at the agricultural market and not feeling the positive
feeling about the brand plays a great and important engagement barrier. Other interviewees, like
Theresa, Thomas and Ulla, report about negative association and experiences with the market.
Theresa says still a few weeks ago the market seemed to be dead. There were only a few customer
and they just came, did quickly their shopping and left immediately. Some of the interviewees
shared the same negative experience or heard about it, which had put them off from further
engagement. You never hear something about the market and I get all my products from the farmer
and supermarket so why should I go there? (Sabine, 2014).
2. Cost
The barrier of cost presents a more external condition. Even though it was not a direct engagement
barrier of the interviewees, they responded to the question Can you imagine why people do not go
to the agricultural market it was responded because of the high costs of the products. This was also
observed from the researcher during the observation.

57

This aspect is not an easy subject of change; however it shows the importance of this barrier in this
content. Research and the observation have prove, that mainly elder people do visit the market and
are therefore the main target group. Fact is that products are most of the time more expensive then
in discounters, supermarkets or shops since the products have a greater quality, uniqueness of
products and work related, as one of the stall owners explains during an informal interview. Conny
(2014) explains that there is the trend of demographic ageing and that that it is more difficult for
elder people to live from their pension (Interview11,2014). Therefore it can be concluded that
financial restriction plays a significant aspect as engagement barrier for many people to visit the
agricultural market.

3. Time and timing

The third engagement barrier has been mostly communicated through the in-depth interviews with
the target group. The most mentioned statement was Well, Friday afternoon, that is where I am still
at work and I do not feel the need of rushing to the market after work to do my groceries.
Evaluating this statement shows the unsuitable opening hours of the agricultural market and lack of
time of the interviewees to participate.
Research has shown that the most sufficient and bigger markets always take place in the morning
and the most efficient agricultural market day is a Saturday morning. Also the expert Schalk (2014)
confirms that for her business agricultural markets in the afternoon never worked.
In contrast to supermarkets are visitor of the agricultural market bound on time restrictions. A
general shopping trend shows that more and more people enjoy doing spontaneous shopping and at
least two or three times a week. Modern supermarkets are open six days a week from 7 oclock in
the morning till 10 oclock in the evening, and humans are using the offer and do appreciate it.
Also Ingrid (2014) confirms that she is a spontaneous shopper and that she does mainly her groceries
if she is in need of a product. As she says I do not shop according to a certain plan, I just stop by
when I notice I miss something, but then it is most of the time on my way and I do not take an extra
way. Analyzing the statement shows that the interviewee is not embrace to take an extra step to do
her groceries and she takes the simple and spontaneous way, since she does not have certain
expectations towards her shopping areal except the availability of the needed product.
The agricultural market is strictly bounded to opening times and the specific chosen day. In its
organization the market has an event character and is bound to strict regulations and arrangements.
In Rietberg, each mobile retail van comes from another market in the morning and they drive directly
though to get to the market in Rietberg. Therefore, big changes and new arrangements are barely
possible.
Thus, the time bounding engagement barrier has been detected as the most negative and barely
controllable aspect within the engagement barriers. Experts as well as interviewees identified that
the time clearly present a barrier due to the fact that most participants still work on a Friday
afternoon or do not feel the motivation to rush to the market to do their groceries after work.

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4. Information
The fourth engagement barrier is subject of change during the last four month. Research argues that
engagement is difficult for this target group due to the fact of missing different marketing activities
and organization of the market. According to Tlle (2014) we started the market and did the
organization at the beginning. However, right away it was very obvious that the organization of all
the events was too much for us, so we gave it in the hand o the market master and he did not do
anything. Having the lack of information in form of organization, marketing and never had the
experience of attending the market leads to a natural barrier of participation. This aspect is
connected with the fact that the market did not get any attention over the last 35 years. Missing
marketing can lead to the fade into obscurity of the target group. Geiler (2014) argues how
important the event is for the city and that it can enlivens the city centre. However, reinforcing with
his argumentation is the statement of Don (2014) The organization of market, have to belong into
the hands of professionals. Different examples during the research has proven that the right
management and marketing of the market is important in order to stay attractive and in peoples
mind. Experts argue that the heart of a business lies in its marketing including advertisements, public
relations, promotions and sales. During this process the product as well as the service is introduced
and promoted to potential customers. If this step does not happen, potential customers do not know
about the product or service and this appends with the agricultural market in Rietberg.
Research confirm that to the majority, that only in the last few month the market gained their
interest again through different media tools mainly the Satdtanzeiger. Addressing if they are
familiar with the offer and happenings at the market, the target group turned out to feel informed
enough but only lately. They confirm that the latest marketing and information tools changed their
perception and that they felt attracted again because o different events. To reinforce this, an
interviewee stated: Since they introduce each stall of the agricultural market, and the
advertisement I feel better informed. Now, how it is its ok. Evaluating this statement research
confirms that the target group feels more connected and informed about the market; however the
information flow is still not saturated to a maximum.
By asking Anja (2014), if she will use a webpage of the market to gain information she declined. I
would not use it regularly to get information, but maybe for tourists or new citizens searching for
events in Rietberg that might be interesting. But then it has to be on the official website of the city.
Afterwards she added that she was looking for a seasonal product calendar on the internet.
Evaluating her statement, it can be confirmed that a deeper marketing present would add extra
value to the agricultural market and could inform users not only about the market itself but also
addresses general information about the topic regional products, food and farming.
Hedda (2014) explained that she once went into the city centre on a Friday noon because she wanted
to do her groceries at the agricultural market. She explains that a no-parking sign stated that parking
is not allowed from 12 oclock onwards, so she thought that the market starts at 12 oclock. Here a
lack of information can be seen as well, since the market only start at 14 oclock. Research has shown
that more interviewees perceived the same feelings and had a lack of knowledge regarding general
information about the agricultural market.

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9.3.4 Expectations towards the Agricultural Market in Rietberg

Adding another perspective, it has been perceived as crucial to highlight expectations towards the
agricultural market in Rietberg perceived by the target group. The following provides a concluding
viewpoint of the interviewees expectations to the agricultural market. The outcomes are put into
five categories. Each point mentioned from an interviewee is mentioned.

Atmosphere and experience: meeting people, colorful, smell five senses, cozy
atmosphere, socialize, music, market bustle, inspiration, natural feeling, familiar atmosphere,
warm-hearted, relaxed, being outside, comfortable
Products: Fresh food, taste products, great and unique offer, seeing/experiencing how
products are produced, get connected with food and seeing its origin, products right in front
of customer, regional products
Stalls: Catering/Food, caf, enough space and layout of stalls, open stalls, cleanness and
structure of products
Service: Active Sellers, information and consultancy, friendliness, personal contact, warm
hearted
Extras/Events: Seat Possibilities, loyalty and gift cards

Evaluating the expectations shared by the interviewees, the majority has been revealed to have a
small, cozy agricultural market with a familiar and relaxed atmosphere. Products need to be fresh
and regional. Unique products are asked and the stalls and mobile retail vans need to be clean and
structured. This leads to the conclusion that the target group does not have exotic and unique
expectations towards the market and that they prefer the small and simple things. However, a
certain expectation is present, which are not found at the agricultural market in Rietberg and forms
once more the challenge of actually engaging the target group.

9.4 Portraying the target group from an Imagineering perspective

The following fraction examines the target group thoroughly with a focus on their internal reality
based on their needs, motivation and especially values based on their leisure behavior. These
elements are closely interrelated. A persons needs and motivations evolve from ones values. In this
context the target groups values have been emphasized first, followed by the analysis of their needs
and motivations.
This section is very intense and forms the most fundamental information for the outcome of this
research and received therefore a lot attention. The frame of this action is rooted in the theories
choose and the structure is based on it accordingly.
9.4.1 Values
As Rockeach (1973) highlights values are the driving force for an decision humans make and are the
concealed reason for humans behavior and choices. Values generally present a humans beliefs
structured in a set of values. Taking the Theory of Rockeach and Imagineering into consideration it
was seen crucial to investigate into the targets groups values. This deeper insight enables eventually
a solution for the researchers and commissioners problem, to create a bond between the agricultural
market and the customers in order to increase the visitors frequency.

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Based on the 18 individual semi-structured interviews, with Rietberg locals information was gathered
and analyzed thoroughly to identify the target groups values.
The technique of means end chain and laddering helped to distilled four main values f the target
group. The technique was used to analyze information from ad abstract meaning down toward a
concrete understanding.
The following section provides the reader an introduction into the four distilled values of the target
group. The information is firstly presented within the value matrix, followed by a more detailed
definition of each value. A detailed value categorization and value map with the connection between
attribute-consequence- value can be found in the appendix 21.

Value
Consequenz

Attribute

1.Gemtlichkeit

2.Entertainment

3.Belonging

4.Knowledge

Getting a relaxed
and cozy feeling

Being passive, laugh,

fun and amusement

Being with
somebody with same
culture and interest
Meeting people

Gaining
knowledge and
logical thinking
I like to read
and play logic
games

I like sitting in a
I like to go to events
caf with a friend,
and street festivals
while chatting and
watching other
people
Figure 8: Means-End-Chain Target Group, Author 2014

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The meaning and description of each distilled value can be found in appendix.19
1. Gemtlichkeit
In-depth research with the target group and the experts of Rietberg has proven that the inhabitants
of Rietberg adore this feeling and plays an important role during their leisure time. This is taken from
the fact that interviewee of the research participants stated that they enjoy meeting other people
and just having good food, a cozy time, just sitting around and relaxing while watching people.
Irmgard underlines during her interview how important it is to create a Gemtlichen place at the
market, where people can sit down having a coffee within a comfortable and cozy atmosphere. This
value stays into connection with the value of knowledge and belonging, since the target group
responded that all of them enjoy meeting other people, having a gemtliche cozy time and
exchanging information.
With Gemtlichkeit the inhabitants are striving for a cozy relaxed time and reflected with the distilled
information it is perceived as guiding desire, influencing their behavior and choice. The close
connections between the three different values underline the importance of these aspects for the
target group.

2. Entertainment
Some activities mentioned from the interviewees include card games, music, dance, television,
theatre, concerts and street events. Especially the events organized by Kulturig e.V. at the Cultura
receive a high degree of participation and pleasure of the locals.
For example, Klaus (2014)mentioned that he went with his wife to a farmers market. As he describes
it was a pleasure to see all the different and colorful stalls at the market. It was a state of
entertainment, just amazing (Interview 16, 2014).
Mostly all interviewees confirmed enjoying events like concerts, comedy shows and cabaret shows.
Marlis (2014) argues during her interview look at the great numbers of events taking place at the
Cultura. Every week there is something going on and it is almost always sold out.
Also Rehling (2014) underlines that the inhabitants of Rietberg always feast with pleasure: Look at
the size of our city, and then look at the number of events taking place here. That is unbelievable.
Especially carnival. I mean when you watch WDR on Carnival Monday, they show Cologne, Dsseldorf
and Rietberg. That is just crazy (Interview 17, 2014).
To conclude are the inhabitants of Rietberg and the target group of this context very outgoing people
who like to celebrate and being entertained in different forms. The most mentioned entertainment
forms were concerts, parties, street events and comedy events.

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3. Belonging
This value plays a major role within the defined target group. As Venti and Inge (2014) mention
during their interview We do not like being alone. We enjoy being with other people, they motivate
us and it is always nice sharing moments with them. They do not enjoy doing leisure activities by
themselves and socializing and sharing play a significant aspects in their lives. Inge (2014) explains
that the leisure activity is less important with the group then the fact of sharing the moment with
other and being part of a group.
Examine this value on the functional level it is visible that the target group strives for entertainment,
motivation and sharing moments with other humans. This does not mean that they are thriving for
true friendship but mainly for other people who share the same interest and support each other in
order to strive for the same goal.
Anja (2014) explains that she enjoys being member of the carnivals cub since she likes the fun
moments with other members, the dancing and the music part and the creativity. In this association
the members share the same values and her inner need of belonging and socializing with other
people is fulfilled.

4. Knowledge
The target group is mainly looking for specific information about a subject. This chatting serves
several purposes, whereas the most important is social lubrication. People talk to each other about
significant things as way of interacting and forming social bonds. While gaining information the inner
need of knowledge and curiosity is satisfied. The need is reflected in the reason to catch up local
news as Marlis (2014) responses during the Interview Of course, you always need to know what is
going on- I mean here is not so much going on, so I am always looking for the latest news. Curiosity
(LG). The exchange of knowledge or better chatting, normally always includes a bit of gossip, the
topic of current events and the latest public scandals.
Over and over again, the interviewees mentioned that they enjoy meeting people, to socializing and
having a small talk.

9.4.2 Leisure Needs and Motivations of the Target Group

Being very much interwoven with the values of somebody are the leisure needs and motivations. The
needs and motivation were distilled in a subsequent step in order to find out the target groups
motives for participating in leisure activities. Therefore, they were asked several questions regarding
their leisure habits, expectations and motives. They were asked how they spend their leisure time,
why they chose a specific activity and how they would usually spend their leisure time if they had the
choice. The last question had the intention to gain a broader perspective of the target group. The
question was supported through different activity-images, which were selected previously compiled
by covering each category of the Leisure Motivation Scale. The images were used to trigger the
targets group in a more in-depth was, in order to be able to get an insight into their leisure needs and
motivations; however the findings of this was quickly analyzed as its input was little in its scale and

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not as meaningful as expected. The main respond from the interviewee reflected a common
behavior description of the inhabitants of Rietberg No, everything is good as it is.
Finding out the motivation and needs of the target group is of great importance and are significant
information for the Brooding phase. Beside the engagement barriers present this aspect a great
support for researching why or why not people engage in certain leisure activities and show their
interest.
The following friction elaborates the needs and motivation of the target group based on the Leisure
Motivation Scale by Ragheb and Beard (1997).

Figure 9: Leisure Activities Target Group, Author 2014

The intellectual dimension

The intellectual dimension includes the human need to discover, explore, think and imagine things.
Research has shown that the target group is driven by discovering new things and to think. Thus the
target groups motivation for engaging in leisure activities is rooted to a great extend to stimulate
them intellectually.
By analyzing the interviews it becomes clear eager the inhabitants of Rietberg are keen to learn new
things and to receive information. Marlis (2014) ascribes this to the fact that Rietberg got very early
in the Middle Ages already a pharmacy, a doctor and a higher educational school. Rietberg has a
quite big library, which is highly frequented. Numerous of organizations and associations focus on
the subject of gaining knowledge and improving skills. Also Klaus confirms that during his guided city
tour especially the inhabitants of Rietberg want to learn more about the history of the city. They do
not only want to go into the bars and drink a beer, they are really curious about the stories behind
the buildings (Interview 16, 2014).
The main activities regarding this dimension were reading, meeting friends and chat, watching TV,
visiting cultural institutes like museums or castles, playing logical games and cards as well as creating
historical photo books. Especially the leisure activities of meeting people and the curiosity of getting
new knowledge were mention by each interviewee, and show therefore its significance.
To conclude, research has proven that stimulating the participants intellect motivates them to
engage in leisure activities. These included activities, which they do in their everyday life. This
dimension has its roots in the distilled value of knowledge, found out in the previous step. This match
shows the important of this dimension and value for the motivation of the target group to participate
in leisure activities- they are triggered by learning, exploring or imaging things, which creates the
basis need.

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The social dimension

Significantly represented within the collected data was the value of belonging, meaning the fact that
the target group generally likes to be part of a group. This value was one of the main results of the
interviews, and all of the respondents argued that they enjoy meeting other people and spending
time with friends, family and members of their association club.
This dimension includes the need for social contact, friendship, relationships and need for
appreciation. Evolving from this value, the target group strives for the desire to connect to people, to
spend time with other people and is another main motivation for engaging in certain leisure
activities. The interviewees confirmed that the need of social contact is a strong driving force and
results in activities like meeting friends, being member in different associations like carnival, hiking or
cycling club, as well as going on trips in a group and participating in events, where they can meet
other people and enjoying a good time as a group.
Especially Sabine, Venti and Inge responded that they are mainly motivated in leisure activities, if
other people are involved as well. I am always too lazy to do things by myself and I am not very
motivated; however, if Hedda or somebody else would ask me, if I want to join, I would join
(Interview 3, 2014).
Consequently doing something together with other people and having a good time presents their
motivation. However, on the other hand interviewees also responded that they like to do things,
where they can interact and meet new people. Beate responds I also enjoy going out, because you
always get to know new people (2014). This motivation is attributed to the need of establishing new
relationships.
This dimension also includes the values of Gemtlichkeit and entertainment. The interviewees
mainly enjoyed going to events, urban street happenings and celebrations in order to meet friends or
to get to know new people. Also Gemtlichkeit has something to do with having a cozy time while
meeting and socializing with other people. Sina explains during her interview: Leisure time? Yes
what is leisure time?- Sitting together with friends, having a coffee chat and having a gemtliche
time (Interview 8, 2014).

To conclude, the research has proven that the need of being

social is a relevant motivation for the target group. Regardless
their leisure activity, the some interviewees engage in a leisure
activity for the sake of meeting friends, family and getting to
know new people. In this way their inner motivation of
belonging to a group is satisfied and shows the significance for
this research of the social dimension.
The competence mastery dimension

I love to go to events organized by associations,

because I know exactly that I will always meet people I
know
(Sina- Interview 8, 2014)

Here I always go to the musicals organized by school,

because my nice always plays the main act
(Thomas- Interview 6, 2014)

This dimension is based on the need to prove oneself or

mastering something. Taking this engagement motivation it is
clearly seen that the majority of the research participants did
not see a major motivation of this dimension. Only Hedda as only participant mentioned that she
would love to go sky diving (Interview 1, 2014). Even though this activity of her refers to a dream
activity, she was driven by the idea to do something extraordinary and to undertake a personal
challenge.

Evaluating this dimension of competence mastery with regard to the context and towards the target
group, it can be seen that the dimension does not play a major role in regard to the need and
motivation of the target group to engage in leisure activities. This might be because of the reason of
the age and mentality of the target group since most of the time they respond It is good as it is.

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The stimulus avoidance dimension

The stimulus avoidance dimension can be found in the two values of Gemtlichkeit and
entertainment and is therefore related as a need and motivation of the target group.
According to the research the leisure motivation for this dimension was found on different levels.
The dimension has its roots in escaping from a too high level of stimulation and mental relaxation.
Especially during concerts and performances at the Cultura the interviewees found a balance to
their everyday life. Live is serious enough, and the program at the Cultura always give you the
possibility to laugh and have a joyful evening as Beate says (2014).

Also Thomas enjoys doing yoga in order to bring his live and mind back in balance. The interviewees
had or have certain problems and entertainment in form of sport or events, allowed them to leave
them behind and to have a relaxed moment in life.
Just sitting together and having a gemtliche time better than any holiday, it is just really relaxing
and of course you always want to know what is going on explains Marlis (Interview 18, 014). Having
analyzed this thoroughly, some of the interviewees use the value on different dimensions in order to
fulfill their needs and motivations.
However, the research has proven that the values of entertainment and Gemtlichkeit do not stand
in negative association with the values of the stimulus avoidance and are more rooted in the field of
the social dimension. However both values play a role in this dimension since the rooted element can
also be seen in escaping from normal live.

To conclude when analyzing the leisure motivation scale it can be seen that the social and
intellectual dimension are of greatest important for the motivation and need of the target group to
engage in leisure activities. Therefore, it is recommended to attract the target group by triggering the
social and intellectual dimensions mainly.

9.5 Additional Findings- Expert opinion

This section includes a critical insight of the expert about the topic agricultural market in modern
society. Lothar Geiler, owner of the mobile retail van company Borco Hhns, Gnther Don, expert
and salesmen on markets, Irmgard Schalk as former salesman at different agricultural markets and
Wolfgang Hesse, president of the interest group of the market in Mnster indicate success factors of
optimal markets.
Lothar Geiler explains that mobile retail vans are working in a market niche, where people get more
and more aware of. Due to the fact of the increasing number food scandals, customers feel the need
of knowing the origin of the product and increasing request for regional products. Dr. Steinrx
assumes that in 15 to 20 years every 2nd inhabitant of a rural area will not be able to purchase
groceries within his/her home area. Mobile supplier offer a service that especially older on
handicapped people appreciate argues Dr. Steinrox in his interview with Borco Hhn in 2013.

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Today, there are 3300 weekly markets in Germany and in general they represent the image of being
the shopping centre of fresh and regional products. The market is known and conceived as an
enjoyable community trader where customers can buy fresh regional products, in a natural
environment and relaxed atmosphere with a certain Gemtlichkeit. Geiler mentions that of the
customer go to the market to buy vegetables, fruits and flowers, 20% for bread, 20% cheese and rest
for meat and fish.
Geiler explains that it is crucial for traders to stay up to date with latest trends, needs and wants of
their customers. His team offers special trainings including topics like good service, perfect
presentation of goods, the right concept for each product as well as improvement of negotiation-,
body language- and selling skills. Traders need to know their customers by heart. But of course the
city marketing department and the regulatory agency need to know exactly their tasks he
mentioned. Don mentions that a market should be seen as a good marketing tool for the city
department and that the organization definitely belongs to professionals, whos main motivation
focuses on the financial part or at least using it as a strategic tool to revive the city centre or area
again. e5 marketing GmbH says that the market should become a ritual within the inhabitants daily
live. It is the responsibility of the city to take care of the weekly market because it can have the
powerful effect just as any urban event. Don calculates that the agricultural market in general only
spends 0.01% of its profit margin for marketing. Compared to other food retail shops and events,
who spend at least 2.5% on marketing activities, evaluating the result shows that this number is too
low and Don sees it as a critical aspect of efficient and significant markets. In his opinion it is
acceptable to invest more for marketing activities, especially at the agricultural market in Rietberg, if
the returned value is appropriate.
Schalk argues that agricultural afternoon markets have a failure in its nature. She argues that most of
the customers have already done their shopping during the early morning or during the weekend.
She believes that the optimal days are Friday and Saturday morning. It also not of great importance
where the market is located, since it is mainly a habit of the customers, where they have to go to
Schalk argues. On the other hand, Don remarks Market belongs into the city centre if you do not
know where the market is, you always check the area around the church first.
However, being on agreement of all experts, it plays a significant role of showing continuity in any
aspect. Hesse says never cancel or reschedule market because of anything. Experience and
research has proven that a constant market at a constant time and place is important since customer
get used to processes and show difficulties in adjusting their behavior.
The research has shown that different categories can be created, dividing factors of success for an
optimal markets into groups. The division is based on experts opinion and additional research.
Opening times & market day: Focus on the needs and wants of the customers
Infrastructure: The Infrastructure should include a neat, visible and welcoming entrance, sittingand parking possibilities should be available and especially for bigger cities public transport should
stop close by.
Layout of stalls: Popular products and stalls should be located at strong selling border area,
extraordinary and noticeable stalls should be located at the entrance in order to upgrade the first
image, fixed arrangement of stalls. Perfect market is at an open space in historic centre (Nice natural

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surrounding) central located, enough space for buggy and wheeled walker. Open stands in the
middle give the market an open and attractive appearance. No transports, car etc. because they
damage the appearance and the natural look
Product line: A fresh product line including fish, meat, pastries, fruits, vegetables, dairy products
and ready to cook products; special products like spices and exotic products; and changing stalls with
products like home appliance, toys for kids and hand crafted products.
Delicious catering stalls: neat snack stall and cafes extend the stay of customers. People are able
to talk and socialize and therefore stay longer at the place
Mobile retail vans and stalls: Need to be clean, bright, attractive and friendly. Products need to
be well structured with suitable decoration, coherent price tags, packaging and bags. No artificial
product at the market because market has a natural and regional image.
Market Vendors: Should wear professional clothing, Name tags, should have the right knowledge
and well trained.
Attraction: Artists, musicians, local associations, clown, samples, retail van for bags, breakfast or
lunch, recipes, themes and carrousel are only a few examples.
Marketing: Entrance signage, flags, banner, homepage, writing pad, posters, radio commercial and
own shopping bags.
To conclude: Good gastronomic and experience offers can expend the stay of customers at the
weekly market. Also recipe and good service are important. Storage possibilities for shopping
increase the satisfaction of customers and extend their stays. underlines Mr. Geiler (2014). Based
on the analysis are excellent service, extensive offer, appetizing and appealing presentation of the
products, competence and friendliness are of great importance. The right presentation plays a
significant role and the underlying statement is quality instead of quantity. The shopping counter
should include an aesthetic and clear presentation of the products. Stalls should represent a
constituent inspiring concept. An appealing factor for customers is the creation of a personal and
authentic bond between product and customer.

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9.6 Case Study: The Neighbourgoods Market at The Old Biscuit Mill
Through networking it was possible to create supportive contacts, which were helpful in this context
and of great inspiration. Through personal experience and suggested from experts The
Neighbourgoods Market at the Old Biscuit Mill turned out to be an inspiring example for a
reinvented market concept. Through a personal telephone call, e-mail conversation and desk
research information about the market were gathered.
The concept of the Neighbourgoods Market has been selected, since the market reflects a modern
approach and the idea is based on latest trends and developments within the leisure sector. The two
entrepreneurs followed their dream and personal taste and created a creative and unique platform,
which combines the old tradition as supplier with the function as communication trader. Each year
thousands of locals and visitors visit the market.
Description
The Market is an independent initiative founded in 2006 by Justin Rhodes and Cameran Munro, two
young entrepreneurs. Their aim was to revive and reinvent the concept of public Markets as a civic
instrument. The Market creates a weekly platform for local farmers, fine-food purveyors, organic
merchants, bakers and distributors, grocers, mongers, butchers, artisan producers, celebrated local
chefs and micro entrepreneurs. The Neighbourgoods Market features in total over 100 specialty
traders every Saturday from 9:00 till 16:00.
The Market is located in an old sky-lit brick warehouse at the Old Biscuit Mill, which is an old
industrial neighborhood in Cape Town. The market offers farm fresh as well as organic foods and
locally produced goods. It is known as being a meeting point to enjoy community, sweap ideas and
stories and becoming educated about what customers buy and eat by going directly to the source.
The concept behind the market is to offer a wide range of products created along ethical, ecofriendly and organic lines. In conjunction with a local recycling organization the market features a
full-service recycling depot where all market waste is collected. In addition, all traders are
encouraged to use biodegrable packaging products from Green Home, a company specializing in
corn-based compost friendly containers.
Big tables make it possible for visitors to come, sit down and eat and drink, while enjoying the
colorful market bustle and live music performances. Tourists and local describe the market as the
best representation of the Capetonian lifestyle, including an array of style, creativity, craftsmanship
and quality.
A unique point of the Market is that designer and producer selling themselves at the market. The
design of each stall looks very professional and neat. The traders pay great attention for good and
unique presentation, thought through in detail. The high design and small details like old wooden
doors as tables and candles dripping wax on wine bottles make the atmosphere unique and
inspirational.

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Images The Neighbourgoods Market

Evaluation
The Neighbourgoods Market shows a very modern and unique approach of organising a weekly
market.
The Market is organised independently, meaning its use from the entrepreneurs is mainly based on
financial interest. The idea behind the concept was to take the traditional market sector and reinvent
the concept by creating a unique and inspiring platform in an organic, eco-friendly bust still industrial
environment. The old Mill and the hand crafted shops around give the Market a very industrial and
creative character. The atmosphere is relaxed and inspirational, since people, place and market
vendors present alternative, creative elements.
The founders and managers can chose the traders, which influences the image and atmosphere of
the market. The market is professionaly organised and Justin Rhodes and Cameran Munro clearly
mention how important an unique and inspiring atmosphere is in order to create competitive
advantage for similar businesses.
Both of the inventors believed in the old industrial area and environment of the Old Biscuit Mill and
they were immediately convinced by the location on first sight. We got inspired from locals, because
the area is well known for its hand crafted products. We really believe in Cape Town, in South Africa
and that is why we wanted to create a place where we support locals and especially farmers
Cameran (2014) mentions during a phone conversation.
The Neighbourgoods Market is a perfect example that food, drinks and shopping possibilities extend
the stay of customers. During many personal visits at the market in 2012/2013, it was observed that

70

people sitting around, enjoying the weather and the lively inspiring atmosphere. Evaluating this, it
proves that design and presentation play an important role and influences the image of the market.
Great variety and one wow-experience after another create positive surprises, which trigger the
customer to stay longer and to return. The funny part is actually that people do not expect such a
market in such a neighborhood. The district is known for its dodgy areas, all the more is the surprise
when people are entering the different creative world explains Cameran (2014).
Trends from the leisure and food perspective were taken into consideration as Cameran (2014)
argues. We used obvious trends like organic, regional, alternative and uniqueness. We put them all
in one concept and that is the concept of the Neigbourgood Market.
The market creates a relaxed well-coming atmosphere and presents apparently with its
characteristics and features an excellent platform to enjoy community traders.

9.7 Conclusion
In order to conclude the Analysis Phase, the research questions are presented in the logical matter,
divided into background, research and consulting question. The three questions presented a strict
outline, which framed the entire analysis phase and provided the examination of the assignment. The
thoroughly analyzed research outcomes, of the background and research question are highlighted in
the following paragraph, by means of research-question-specific conclusion.
What are fundamental values of the Market?
a. What defines the market as an urban event?
b. What are specific, fundamental and differentiating attributes of the Market?
c. Are there any unique stories within the city circle related to the market?
Reviewing the agricultural markets background in Rietberg, on how they started and what they try
to communicate, the market can be described as an urban event to stimulate urban city live , next to
it basic function as food retail supplier. Their main motivation was to revive urban live with the
Market, since Rietberg was facing serious problems regarding the retail sector in the city centre.
After a successful launch with 23 market vendors the market experienced a dramatic decrease of
customer frequency followed by a decrease of market vendors, who had to give up their business. As
main causes it can be said the developed new infrastructure to bigger cities as well as the new trend
of new supermarkets on the green field offering anything from food, beverages, to electricity
products and clothing. However, Rietberg is also facing more problems including a non-functional
retail sector within the city centre and landlords not investigating in the renovation of their shops.
This has as cause that non-inhabitants do not feel attracted to the city and inhabitants prefer going
to other cities, where they can combine different leisure activities. Also the research by Schmithals
(2002) confirms that with the development of new supply structures, like the development of
supermarkets since the middle of the 20 century, the agricultural market lost it value and meaning as
traditional food supplier. However, the traditional format of agricultural markets found it renaissance
during the 1980s due to food scandals like BSE and increasing number of food allergies, including
lactose intolerance etcetera.

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The new urban event in 1975 with the extraordinary and unique offer was suppose to stimulate the
inhabitants going city centre again; however the desired outcome was never fully reached and over
the years the customer frequency decreased constantly.
Having examined concrete aspects and elements it can be outlined that the new CI of the agricultural
Market in Rietberg wants to reach a fresh, young image and a meeting place for people to
communicate and where they can create a we feeling again. Fundamental unique attributes of the
market are mainly regional products and unique products of great quality, which are not able at
ordinary supermarkets. Interviewees pointed out that they mainly like the relaxed atmosphere. It
was pointed out from participant that the market has a small but very cozy character where the
service is friendly and always open and able for proper consultancy. The excellent consultancy was a
differentiating attribute for most of the interviewees towards local supermarkets and is a reason for
10 out of 18 interviewees to go to the market to buy their groceries.
All interviewees confirmed that the market culture is an important motivation for them to visit the
market. This includes meeting open minded people, who like to socialize and having a chat as well as
a reposed atmosphere. Interviewees felt more healthy and positive during their purchase at the
agricultural market then at the supermarket.
Another specific attribute of the agricultural market is the unique and partly exotic product line. The
agricultural market offers products, which are not only of high quality but which are also not found in
each local supermarket. Each of the interviewees had his or her specific product, which he only gets
at the market and is therefore a significant motivation to purchase at the market.
A unique story mentioned from the supermarket is the old market in Rietberg around the 18 century,
organized by Jewish. The Jewish inhabitants of Rietberg were used to sell meat on different spots in
the city. They moved from one door to the other and sold their meat products. Later on a pitchman
joined, in order to inform inhabitants about latest news and information. On the central market
place, behind the city hall, a cage was set up on those days to punish criminals in the city centre. The
old historic surrounding at the market place still exists today and each house and family has its own
story influencing the atmosphere and image of the area still today.
Negative aspects mention by Keuzer (1996) is the dependence on the weather and the time intensive
preparation and removal of the mobile retail vans. Moreover is the fact that customers have to
investigate more time in doing their shopping and are depended on strict opening times. Positive
aspects are mentioned by Kreuzer (1996) include the fresh an high qualitative products, often the
direct contact to the producer, the seasonal and regional products and the high experience involved,
standing in contrast to a anonymous shopping purchase at the supermarket.
Terminal and instrumental values defined include:

Ambitious

Cultural

Responsible

Recognition

Self-Respect

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To conclude, the agricultural market identifies certain unique attributes and specific characteristics.
The new corporate identity creates to regional fresh image and the agricultural market is perceived
by the interviewees as being small but cozy. The distilled information forms the foundation for the
following research. A concrete overview of distilled information can be found in the figure below.

Company's
structure

Drive: Dedication, positive effects

(mainly revive city centre)
Goal: enjoable community trader,
food supplier

Unique Points

small cozy
familiar and relaxed atmosphere
good consultancy
unique product line
unique location/surrounding

Instrumental and
Terminal Values

Ambitious
Cultural
Responsible
Recognition
Self-Respect

Figure 10: Corporate Identity agricultural market Rietberg, Author 2014

What defines the inhabitants of Rietberg with regard to the market?

a.
b.
c.
d.
e.

What is their leisure behavior?

What are their values based on their shopping and leisure behavior?
What kind of expectations do they have towards an agricultural market?
What are their participation barriers to this market in particular?
Which motivations do they have to participate in an urban event?

Representing a crucial foundation, this research question has been tackled by first analyzing the
environment of the target group and later on the personal aspects.
Rietberg is used to be known as the sleeping beauty and only woke up in the year 2007, with the
start of the organization of the Landesgartenshau (LGS). The LGS Project was a mirror image of the
characteristics, needs and wants of the inhabitants or Rietberg since they played a significant role in
the development. The city marketing department used the technique of co-creation and inhabitants
were responsible for single aspects within the project like, program, setting, job positions,
maintenance, and etcetera. A great number of new associations were born and the inhabitants
enjoyed volunteering, creating and managing the new gardening park. Also the interviewees
explained that they enjoy being in nature, doing all different kinds of sports like cycling, walking,
swimming or going to the gym and going out for a drink or celebrate.

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A previous research has shown that Germans enjoy doing spontaneous shopping at any shopping
areal where they can get fresh, regional high quality products. The study underlines that most of the
inhabitants prefer going to the supermarket and only 1.3% prefer going to the weekly agricultural
market. Limited time and decreasing size of the household restrict them from old traditional, everyday, cooking. However, as also seen as leisure trend, customers are seeking for experiences while
doing their groceries, eating and enjoying their leisure time.
A mismatch was seen in the perception of the agricultural market in Rietberg. Some of the
participants enjoyed the small cozy atmosphere, while others thought it was too small and stalls
were not attractive enough. The expectations towards the market can be summarized as followed:
The interviewees were mainly seeking for a small and cozy market with a proper product line and
attractive stalls. The atmosphere needed to be relaxed and inspiring, while meeting people and have
the possibility to chat. The participants felt the need to feel comfortable within a familiar
atmosphere while getting fresh and especially regional products. Personal stories behind the product
as well as good taste are significant factors. Stalls should be clean and well structured and by asking
for an idea/concept for the market main respond was food stalls offering small snacks. This leads to
the conclusion that the target group does not have exotic and unique expectations towards the
market and that they prefer the small and simple things. However, a certain expectation is present,
which are not found at the agricultural market in Rietberg and forms once more the challenge of
actually engaging the target group.
From the eight engagement barriers suggested, four engagement barriers have been distilled and
verified to have an importance to the target group. The four barriers were regarded as most
significant and most insightful in the context, being: personal access, costs, timing and information.
One of the most crucial finding has been the lack of time and the unsuitable opening time of the
market experienced. Participants mentioned that they mainly do their groceries during the morning
or being still at work on a Friday afternoon and did not feel motivated to rush to the agricultural
market to do their groceries.
Having its origin in the value based theory of Imagineering, the target group was analyzed on their
shared values. While portraying the target group from an Imagineering perspective the following four
main values were distilled: Gemtlichkeit, entertainment, belonging and knowledge. The values
present the roots of the target groups needs and motivations regarding their leisure time as well as
shopping behavior. The analysis was based on the theory of leisure motivation scale (Ragheb and
beard, 1997). Not all dimension fitted into the values of the target group; however two dimensions
can be pointed out namely the social and intellectual dimension. Playing a significant role in the
target groups leisure motivation, two dimensions should mainly be taken into consideration during
the brooding and creation phase.
Summarizing the below overviews were created, pointing out the most significant information, giving
a neat overview for the following steps. The first figure focuses on the engagement barriers of the
target group regarding visiting the agricultural Market in Rietberg, the expectations on the shopping
areal and distilled terminal and instrumental values regarding their shopping behavior. The second
figure points out the terminal and instrumental values of the target group regarding their leisure
behavior as well as their motivation to engage. The overviews is mainly be used for the following
step, the value fit. Here corresponding and complementary values are distilled.

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Engagement
Barriers
Expectation
Terminal and
Instrumental
values

Time
Information
Cost
Personal Access

fresh, regional high quality products

small, cozy
right product line
meeting people
Relaxed atmosphere
comfortable and familiar
Cleaness and structure
A comfortable Life
Cleanlines
Cultural
Responsible
Socializing

Figure 11: Overview Target Groups values, expectations and motivation regarding shopping
behavior, Author 2014

Motivation

Instrumental
and Terminal
Values

Social
Intellectual

Gemtlickeit
Belonging- True
Friendship
EntertainmentHappiness
Intellect

Figure 12: Overview Target Groups values and motivation regarding their leisure behavior, Author
2014

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9.7.1 Value Fit

Matching the values of the target group and the agricultural market creates the opportunity to
transform the market into an experience stager. Therefore, the terminal and instrumental values
distilled from demand and supply side are compared.
Target Group Shopping
Behavior

Target Group Leisure

Behavior

Agricultural Market
Rietberg

Values

A comfortable Life
Cleanlines
Cultural
Responsible
Socializing

Gemtlickeit
Belonging- True
Friendship
EntertainmentHappiness
Intellect
Health

Ambitious
Cultural
Responsible
Recognition
Self-Respect

Figure 13: Value Fit, Author 2014

Comparing the values of the target group and the company, the agricultural Market, it can be seen
that Responsible is one of the complementary values. For the target group the responsible part was
reflected in purchasing at the Market and therefore supporting local farmers and small companies
with their business. The target group enjoys supporting them as well as taking the responsible for
their family to offer high quality and fresh products. The responsibility is seen in their lifestyle, which
is also reflected in the value health, a value of their leisure behavior. The agricultural market realizes
the value of being responsible in different fields. First of all it shows responsibility as supplying food,
as basic need of humans, as well as the attention for fair trade and eco-friendly products.
The values a comfortable life, Gemtlichkeit and culture are in line with each other and represented
in all three categories. For the target group a comfortable life means the luxury of going only two one
supermarket where all products needed are available and where they are not bond to tide opening
times, since a spontaneous shopping behavior is desired. The value of Gemtlichkeit reflects the
laziness of their shopping behavior but also includes a comfortable and cozy atmosphere. Both values
can be seen in a cultural context. Especially Gemtlichkeit cannot be translated directly into English
and is therefore a typical German element. This cultural aspect can also be seen on the agricultural
market. Market vendors mainly supply regional products, which are not necessarily found in regional
supermarkets. These include traditional cultural products like rutabaga, which is an old cultural dish
in Germany.
An indirect shared value of demand- and supply side is the form of self respect. The self-respect of
the market is revealed as being cultural oriented and responsible, reflected in their operational
behavior. Naturally, well-treated, cultural and locally produced products are focal points of attention
and form a distinction towards their competitors. The target groups value of self-respect is mainly
reveled in the form of health. A healthy lifestyle and body does not only occur a positive feeling but
also recognition from the outside world. For them is it important to show-self respect towards their
body, based on a healthy lifestyle including fitness and healthy food.

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In the following it can be concluded that the demand and supply side share same values, even
though they can be interpreted differently. The values culture, Gemtlichkeit and a comfortable
lifestyle can be reinforced quite well. Also self-respect is revealed in both groups, even though they
are not interpreted identically it is still valued to a certain extend to both groups. Additionally, a
similarity can be seen between the value of responsibility. As a conclusion, the shared or similar
values as well as unique points distilled show the point of departure for the following steps the
Brooding and Creation Phase.

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05.
BRODING,
CREATION &
DESIGN PHASE

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10. The Brooding Phase

The brooding Phase is the most creative phase and consists mainly out of brainstorm session.
Therefore, this section is not a written deliverable. Even though, it is a vital intermediary between
the objective Analysis Phase and the subsequent Creation Phase. The Brooding Phase has been
captured by means of mind-maps, which illustrate the ideas and thoughts for the creation of the
Imagineering concepts. Information and meaningful findings of the Analysis Phase, as well as the
most important values of the target group will form the fundamental basis of the Imagineering
Concepts.
The brainstorming sessions were held in a group of the five with member of an event organisation in
Rietberg. Two rounds were appointed, in order to collect as many different perspectives as possible.
A helpful tool was the use of mind mapping and the use of images. The Mind-mapping gave guidance
and a good overview of all ideas collected and all linkages between the gathered ideas. Summarised
can the output be found in the figure below.

Figure 14: Brainstorming Map, Author 2014

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11. The Creation Phase

11.1 Vision, Mission and Concept
The Imagineering outputs vision, mission and concept were created particularly for the weekly
agricultural market in Rietberg, which had not been thoroughly developed yet. The three creations
are based on the findings of the analysis and take into consideration the needs, values and
motivations of the target group, as well as those who can relate to it. The Imagineering creations
were formed in order to give the organisation a guideline to operate customer oriented.
The applicative extension, being the third
research question, is presented in this
section and was answered by means of
the created Imagineering outputs vision,
mission and four different concepts
including recommendations.

Research Question 3: How to design and develop an

Imagineering concept with an experience management
approach for the market in Rietberg based on unique points
and values of the target group.

The Vision
According to Geursen (1996) is the vision a powerful tool for any company, or as he said A
company without a vision is like a rudderless ship. The following vision was created to be steering
the agricultural market in the future. It is advisable to incorporate and implemented the vision as
well as acting and thinking accordingly.
We believe in the good aspects of life, which find its roots in tradition and can be
reinvented based on modern structures.
The enduring vision describes the positive believe and attitude that forces a company. It believes that
old traditions are always able to function in modern society because people often confused and
overtaxed with the fast changing environment. Traditions provide hold for each culture and pretend
people from getting lost in their environment. The vision believes in the power of old traditions and
the need for a sustainable lifestyle. A positive attitude is reflected in the vision and guides the
company even in tough times since adjustments are always possible.

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11.1.2 The Mission

The mission reflects a more concrete statement, providing a more actionable insight for the
agricultural market. The mission describes the intended quality, atmosphere and output they want to
trigger.
A place where the old traditional food retail sector meets the modern vibrancy of
Rietbergs culture at the agricultural market in Rietberg, the unique shopping
experience in a real environment comes alive. We seek for a natural original
atmosphere where visitors can satisfy their need of groceries and feel the real
cultural lifestyle of the city.
The mission communicates clearly what the agricultural market wants to achieve. The market should
provide a unique-social shopping and eating experience in an atmosphere which is friendly, vibrant,
entertaining and distinctly Rietbergish. It should serve as a platform for community building and
next to it traditional function as food retailer. Experience elements can be added based on the latest
trends, developments and needs of the visitors.

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11.1.3 The Imagineering Concept

The following concept is based on the vision and mission, as well as the outcomes of the Analysis
Phase. The concept is formulated to be intangible and directive at the same time and can provide an
actual solution to the commissioners problem.
A real place for real people and real products
The Author declared that the concept appeals to the customers profile and includes a powerful
message. By creating real things, like place, people and products it is meant to form true, actual and
authentic things. The organization of the market should be taken seriously. Everything what happens
at and for the market should have a real character and not being artificial. Starting with the products,
people expect good, regional and authentic fresh products. The customers with their needs, wants
and ideas should be taken seriously and treated respectfully. Also the market place should have a
natural and real image. Visitors and customers should gain a trustworthy feeling on a permanent
basis. The concept helps the agricultural market to distinguish from competitors and is meaningful,
unique, timely and endures appeal.
The three-layer-interpretation of concept below, reflects characteristics of the concept.

Primary Interpreation: The physical essence of the market

makes it real and authentic. Market vendors
and mobile retail vans create a physical platform for customers where they can
purchase high quality products directly from the producer or farmer. The main
elements are tengible and make it therefore very realist and authentic.

Secondary Interpretation: This interpretation relates to the traget group's essense

and gives meaning to the experience. The direct expericne depends on the product
chosen, created during the development phase. However, the focus is laid on the
intellcectual and social dimensions and includes the values of 'Gemtlichkeit',
knowledge, belonging and entertainment. Shared values create the real and
authentic emotional bond between the market and the target group.

Core interpretation: The essense of the story is communicated to the target group.
The market represents a physical and tangible element and products , concepts, ideas
and products are create from real person to real customers, who are taken serious.

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12. The Development Phase

This chapter builds the final phase of the creative process and introduces five experience concepts
based on the vision, mission and overall concept of the agricultural market. These are based on the
distilled information and shared values. Below the experience concepts are described, by means of
an experience description and possible products involved. Each experience concept is presented with
images and partly the story telling technique is used. The last two chapters
give operational recommendation and basic principles as advices for the
company.
12.1 Experience Concepts

#1 Back to the roots

The concept takes different elements of the analysis into consideration. The
idea of the concept is to give the agricultural market a totally new face and adjusting
its scenery sting in such a way, that it fits into the local environment. The inspiration
and historic influenced atmosphere will be transferred to the agricultural market.
The new scenery will have the image of an old farmers market. The focus will be on
reflecting historic elements in detail throughout the physical retail market. The
concept finds its roots in old historic farmer agricultural markets. Products need to be
sold as natural as possible, the scenery set needs to be based on old historic farming
elements.
Experience description
The intellectual, social and escaping dimensions of the leisure motivation scale are
added, since the visitors will still be able to meet other people and become part in the
community. The intellectual dimension is included, so that visitors can learn more about history and
traditional physical market elements and still get to know the products and their
origin. The stimulus avoidance dimension is touched by the fact that people can
escape from modern live into a natural, historic but real, organic environment. In this
concept customers and visitors will get the feeling of being beamed into another age.
They have the feeling of escaping into a new, for them unexplored age. It will be a
totally new experience, since historic farming markets do not exist on a weekly regular
basis in Rietbergs area. The products and the presentation/scenery will occur as a
very natural and original feeling. The effect of escaping into a different world and the
market bustle create a wow-effect, which the customer and visitor is seeking for. The
values of entertainment, belonging and knowledge are included.
Possible Products

Historic city market tour

Historic decoration like baskets and use of wooden boxes only
Historic clothes for salesmen
Historic regional dishes
Modern Market crier TV or sideboard with latest news and
events in the city
Historic elements like Cage

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#2 Home Sweet Home

Imagine...
... a place which feels like coming home
... a place where sitting, down, reading a book and
enjoying a good cup of coffee becomes habit.
... a place where time does not matter and just
flies by, while getting lost in the sweet sound
sweetening the area.
... a place where Gemtlichkeit is written in
capitals.
A place that makes the visit at the market more pleasant and turn it into a weekly must visit for the
customer.
The concept Home Sweet home is based on the value Gemtlichkeit. With this concept the market
will be turned into one big living room, right next to the kitchen encouraging a cosy and relaxed
atmosphere. The new place will provide sitting possibilities where people can sit down, relax and just
feel at home. The visiting time for the customers will be extended and they can use the cosy and
comfortable atmosphere to meet people, exchange recipes or get the latest news. During the
interviews it became clear that the target group prefers a small, cosy and relaxed atmosphere. With
his concept the existing atmosphere is taken to the next level and the experience dimension is
added. For now agricultural markets do have a cosy food sector atmosphere, however the concept of
an extreme lived out living room is new to the customers.

Experience description
The experience of this concept lies in the extreme Gemtlichkeit the customer will
experience. As soon as people feel at home and comfortable, they will enjoy the stay and
they will not mind to stay longer and to spend their time and money. A welcoming
atmosphere will underline the concept of a living room atmosphere and will create a
comfortable feeling of being at home. Through different products, like a piano or bookshelf
people will get entertained. Anyone feeling comfortable has the possibility to play the piano
and express themselves through the music. Music plays an important role in the target
groups leisure time, and a great number of the interviewees enjoy playing instruments
themselves or at least listening to music. Knowledge is another value integrated in the concept. A
public bookshelf can help the citizens to exchange books. The product can engage their hobby of
reading and fulfils the value of knowledge. Moreover, the public bookshelf can be used to exchange
recipes. The concept offers a completely new form of relaxation, Gemtlichkeit, peaceful way,
where customers experience a quiet, calm and welcoming atmosphere.

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Possible Products

Couches with pillows

Coffee Table
Piano
Bookshelf where people can exchange books and recipe books are available
Parasol
During winter days, tent with fire place

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#3 Urban Market Farming

The idea is based on the concept of
urban farming- creating a gardening
association, which is interested in
gardening and the management of the
agricultural market in Rietberg. The
group would be responsible for
producing their own products, which
can be sold at the market. The profit
margin can be used for further events
at the market in order to stimulate the visitor number. Rietberg is known for its committed citizens
as well as the beautiful and natural country side. Interviewees confirmed that they enjoy being in
nature and creating something themselves. The concept fits perfectly into the image of the vision;
here something real would be produced from real people with a real and unique story and real
emotions for real customers. A concept where the citizens can achieve their own goals, needs and
wishes towards the market. Urban Farming unites the pleasure of food with responsibility,
sustainability and harmony with nature.
Experience description
The concept is based on the values entertainment, belonging and knowledge. Customers can
experience fresh and regional products produced and grown in their neighbourhood, from their local
residents. The members of the association form a community and get the feeling of belonging to a
certain group and sharing the same interest of gardening or/and organising events. The social aspect
is put forward; people are able to meet, share knowledge about gardening and organize events and
they get a positive feeling of doing something for the city and its inhabitants. The customer will get
fresh and regional products, with a real story behind them. They would support locals with their
purchase and will get organic regional products, which gives them a healthy feeling.

Possible Products

Own market garden

Market association
Market vendor at the market association

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#4 The fresh exchange

The concept is based on the most significant engagement barrier of the target group- the timing and
personal access. The concept takes the service sector to the next level and creates an experience for
those using it. Giving a exact example makes the concept more understandable and tangible. The
described concept product is for all those who do not have the time to go to the market and do the
groceries for themselves; however, they want to get fresh, regional and unique products.
Customers are able to order online or via phone, the products they need. Or if they do not know
what they want to cook, we create an interesting but simple recipe for them. The shopping will be
done for them, while they can sit back and relax or still being at work. The products will be only
sourced from the agricultural market in Rietberg and are therefore fresh and of high quality. The clue
will be, that unique and exotic ingredients will be recommended, which they do not find in the local
supermarket. The shopping bag or product box will be delivered to the customers house, if they are
not able to pick them up, later that day.
Even though this concept does not necessarily increase the visitor number directly, it can have a
great influence on the marketing and service quality, which will attract new customers. The concept
goes with the trend of online shopping, and the need of regional and fresh products.

Experience description
The experience of the customer will be that he is able to get regional and fresh products of the
agricultural market without going actually to the market. The engagement barrier of time was
mentioned in 95% o the interviews and is therefore of great significance. With the product box
people are able to chose the products they need, as well as being lazy and getting inspired for new
recipes and products they might not have now before. Every time the customer will get the box, it
will feel like a present- a curious, happy feeling. The fresh and regional products will give them a
healthy and positive feeling since they supported local farmers and suppliers. The customer will
experience a friendly easy service.

Possible Products

Homepage for ordering products

Product box
Product overview
Voluntary group for organisation and delivery
Recopies
Shopping bags
The fresh exchange blog-new recipes and food stories from around the world

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#5 Ecoholic
Imagine ...
...a place where creative energy, the vibrancy
of the city and an eco-friendly lifestyle come
alive in an old historic city centre.

WE REAL

...a place where people of all ages and cultures gather alongside one another to share the same
believe of a better world and a sustainable future.
... a place where the hustle and bustle of a boisterous market fills the air surrounded by a stylish
wonderland of exquisite food, products and craft
... a place which is filled with delicious aromas touching all the senses
... a place where the future of our kids place a central role and filled with lifestyle.
Imagine ... a eco-holic market, where eco-friendly and organic products and lifestyle are central and
meat the modern vibrancy of the city centre
Even though the trend of organic products is not as significant as it was to be, it still plays a major
role. In general it can be said that consumer buy organic or live an organic life style because they
believe in a healthy lifestyle and the high quality of products. The common understanding of organic
includes naturalness, Health, sustainability, process and production orientation. These elements
would be included in any aspect regarding the agricultural market organisation in Rietberg. The
market should be created along ethical, eco-friendly and organic lines, which offers a wide range of
products created from real farmer of the region. Products produced and sold should be organicmeaning real and not artificial
Experience description
Organic food creates an experience of enjoyment and vital qualities. The organic lifestyle adds extra
natural value to the consumer and creates a natural healthy life. The experience is based on a
positive effect of creating a sustainable life. Eating organic food can boost physical and mental
health and has a positive effect not only on the human but also on the nature itself, which creates its
own experience, which does not have to be described more in detail.
Possible Products
-

Only organic Products

Eco-friendly packaging
Hand crafted regional products
Fresh food possibilities
Live music made in RIetberg
Recycling of waste produced at market and by local
Supporting Eco-Project in Rietberg and producing own electricity
Using only eco-friendly stalls and decoration

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12.1 Recommendations
After analyzing the target group thoroughly, it became clear that the market fails because of simple
steps and aspects. This was analyzed after having examined the engagement barriers, need wants
and expatiations of the target group. Experts confirmed the statement, that the success of a market
is mainly based on small aspects and the right market vendors.
The outcome was an Imagineering concept based on the outcome of the analysis. However, to make
this research as actionable as possible for the commissioner, it is concluded with recommendation
presenting guidance in simple and first steps for improvement.
The recommendations are based on the A-B-C- Phase, including the predicting research outcomes as
well as the Imagineering concept. The subsequent recommendations present solely advices and not
described too specific. It is left open to the agricultural market organization of Rietberg, which of the
following recommendation are perceived as helpful for further implementation.

12.1.1 Management
According to the experts, it is often the small things that create an optimal agricultural market.
Therefore are some general steps advisable, before and while implementing the concept.

#1 Change the Structure

According to the experts opinions belongs the organisation into professional hands. The market
should be used actively as marketing tool since it can have the power to enliven the city centre.
According to Don should be a clear structure within the organisation and every stakeholder should
have his/her task. Advisable is to find a market master who is the connecter between different
stakeholders involved. The created vision should be the base of all stakeholders involved and where
they work accordingly to. The stakeholder involved should form a unity and should work actively
together in order to push the potential of the agricultural market, even though they have different
interests and power.
A suggested task division and structure could look as followed:
Organiser:

determine basic conditions

Application- and Floor- space management
Infrastructure (Toilets, place, electricity)
Cleaning and winter road maintenance
Collection of fee
Check on Quality

City Marketing Department:

Using agricultural market in the marketing portfolio/mix

Events at and with the agricultural market
Organising extra marketing for the agricultural market
Creating creative connection

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Deeper analysis and customer research

Check on Quality

Traders:

Appealing attractive stall or mobile retail van

Qualitative products
Appealing overall presentation
Trained staff (hygiene, product and retail)
Involvement in marketing, events and special happenings

Market Master:

Connecter between all stakeholder involved

Check on quality
Contact person

#2 Marketing
Different examples during the research have proven that the right management and marketing of the
market is important in order to stay attractive and positive in peoples mind. Experts argue that the
heart of a business lies in its marketing including advertisements, public relations, promotions and
sales. During this process the product as well as the service is introduced and promoted to potential
customers. If this step does not happen, potential customers do not know about the product or
service, which can be seen at the agricultural market in Rietberg.
Therefore is a deeper marketing concept recommendable. Fact is, just as it is in this case, do cities
forget or underestimate the potential of agricultural markets. As Geiler confirms are entrance
signage, banner, homepage, writing pads and own shopping bags highly recommendable and also
realistic for the size and marketing budget of the market. Especially a website would be a realistic
tool to inform new citizens and tourists about the market. A webpage is a unique way to
communicate with customers and to give the business a face especially during the not present time
since it is a place 24/7 all year around. The webpage can be the business card for the enterprise and
an information platform for any purpose.
Printed articles with a logo like shopping bags and writing pads are useful tools to communicate the
brand even at home. For example, every time the customer wants to write a shopping list, the
writing pad with the logo of the agricultural market will be used and the customer will be reminded
on it. The shopping bag is not only a useful article for the user, but also as commercial aspect, since
people on the street will get aware of the agricultural market and awakes attention and interest.
Active and constant marketing communication is important to stay in the customers mind and to
spread the vision and mission accordingly towards the (potential) customers. The first steps and
success stories can already be found, after the start of the first marketing activities at the beginning
of December.
In order to be able to finance further marketing activities the marketing fee should be increased from
1 per meter to 3 per meter, which is still a reasonable fee, if the delivered marketing is valuable.

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#3 Improvement Stalls
A positive holistic picture of the company, increases the value of each product
An overall positive image of each mobile retail van and stall is important since they present the
holistic picture of the entire agricultural market. The calculation is quite simple: Poor and
unattractive stalls equal in an overall poor image of the market and sums up with missing customers.
Therefore, an extra training for all traders is suggested, focusing on customer service, hygiene and
the right presentation of products and company. Training and career development are very vital in
any company that aims at progressing. Training simply refers to the process of acquiring the essential
skills required. Through trainings different fields can be improved and help companies to stand out
front their competitors in order to survive in business.
For example Borco Hhns and IHK organize trainings and lectures on a regular basis in different
fields. Their topics include optimal agricultural markets, trainings for salesmen for customer service
and sales techniques, body language as important technique, hygiene trainings and lectures as well
as quality management. Moreover, a visit of the yearly agricultural market fair is recommended in
order to get inspiration and knowledge about the latest trends, information and developments. This
can be especially interesting for the organizer and the city marketing department, if the suggested
new organizational structure is adopted.
In context with this research such an analysis, in form of mystery shopping has been done for the
observation and can be found in appendix 16.1. The results were given to the traders; however the
training can still be deepened and taken a broader picture.
However, the problem is often not that the traders are not aware of the problem, but more that they
do not know how to change things. Therefore it is recommended to support the traders and to give
them individual consultancy on how to change their stalls and where they can get help. An idea
would be to create a list with contacts on where to find support and help regarding different subjects
like improvement of stalls with for example handymen, contact detail for marketing agencies,
working cloths companies, etc. Feedback and analysis of each stall during the observation can help to
complete the list.

#4 Events and themes

Different events and themes can be used to create experiences for the customers. Organising
different events brings variety to the market life. Don explains that during different events hundreds
of extra customers come to experience. Also research has shown that the target group enjoys being
entertained and going to different events with friends. Events have a positive effect on stimulating
things and to motivate people to participate.
Recommended are agricultural market themes based on the season. Examples for special themes for
the market are:

Easter market
Asparagus market
Strawberry market
Pumpkin market
Wine market

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Evening market with live music and catering

Recommended events for the market are:

Live front cooking

Recipe Bags
Lottery of product bags
Artists of musicians
Participating in local events and street festivals
Cooking evenings
Market tour with explanation of products for schools, Kindergartens and interested groups
Event and experience cooking

The above mentioned events and themes can be used to attract (potential) customers. Each event
and theme has to be worked out individually based on environment and certain circumstances.

#5 Deeper quantitative Analysis

Reflecting on the three previous recommendations it is advised to check and analyse the effects of
the events, actions and marketing activities undertaken. A clear picture about the change of
frequency of customers as well as a regular update about the customers needs can play a significant
role. A more quantitative analysis is recommended, in order to be able to put the market into
numbers. The new gained knowledge can help to make choices in the future. In this way the
organisation and marketing department can clearly see, which events and activities had a positive
impact on customers and stalls. Analysed should be elements like the customer frequency, gender,
buying behaviour, age distribution, reflection on time and distribution.
Life style, daily schedule, money, knowledge and shopping and cooing behaviour play a great role
and do have a great influence at the customer behaviour. Even though the market transforms into an
event it still remains as local supplier. Most of the time the agricultural market works against the
time schedule of many people. If this is the case in Rietberg should be taken under the magnifying
glass and based on the result should further decisions be taken.

#6 Other
Furthermore is recommended to add delicious food traders at the agricultural market like neat snack
stall and cafes, where customers have the possibility to sit down, which extend the stay of
customers. People are able to talk and socialize and therefore stay longer at the place.
Moreover, should the product line be extended with an organic food traders and hand crafted
products. Traders should be more active and innovative in presenting and offering their products and
should take trends and developments of the food sector into consideration. The market master,
organizer and city marketing department should support the market vendors with the development,
since they do often not have the knowledge and time to see the developments and possibilities.

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12.1.2 Creating a bond

The goal of Imagineering is power to nurture an emotional bond between target group and the
company or products. The following presents recommendations on how to use the developed
concept successfully as well as the mission and vision, in order to create the desired emotional bond.

#7 Internalise the vision and Mission

The in-depth research formed the basis for the thoroughly analysis and therefore the revealed core
values. The meaningful base, the vision and mission was created out of this research for the
agricultural market in Rietberg. In order to fill the agricultural market with meaning, the vision
concealed with the values and beliefs need to be internalised. In this way the agricultural market
creates its own face and represents its own beliefs and meaning, corresponding with the values and
beliefs of the target group. Externals and corresponding potential customers can identify with the
agricultural market. To successfully internalise the vision and mission it is significant that all
stakeholders involved share the same meaning about it and work accordingly.

#8 Communicate the concept

Having developed the initial thought of the vision into a concept, research suggests to communicate
the one-liner within every action the agricultural market undertakes (Geursen, 1996). Being aligned
with the Gemtlichkeit, entertainment and belonging, this concept seeks to mobiles and activates
the youth through the underlying message. As proven by Rijkenberg (2001) it is advisable to use the
concept as umbrella framing all further actions of the agricultural market. The one-liner can be used
as foundation for the agricultural market, while the stem can be used and adjusted accordingly to
create projects and events.

#9 Reach to their needs

Having researched the target groups values of engaging in a leisure activity, the majority turned out
to be mainly motivated by meeting other people and by doing something for their health. These
revealed needs were distilled to be the driving force to engage in leisure activities. Therefore, it is
highly recommended to trigger these needs by means o creating different events and happenings for
the customer. The agricultural market is therefore recommended to build upon the revealed needs
of physical and intellectual challenges as well as socialisation.

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12.2 Basic Principles

Giving the company basic principles, narrows down the vision, mission and concepts and gives
operational advices for each stakeholder involved. In this way all stakeholders can work accordingly
to the same principles and are better understandable on an operational level. Basic principles
communicate the vision, make the values of the company more transparently and give operational
instruction. The following basic principles are suggested for the agricultural Market in Rietberg:
I.
II.
III.
IV.
V.
VI.
VII.

Fair and Respectful relationship between all stakeholders involved, including customers,
market vendors, city council, market master and public order office.
Working responsible and acting sustainable (Sustainable four pillars include: products,
energy, members/colleagues, social)
New directions are welcomed- Working goal oriented
An improvement of the brand, agricultural market in Rietberg, is significant
Quality and fresh products are convincing elements and point of great attention
Customers needs and wants are focal point of attention any time
Always trying to give 100%

94

06.
Conclusion
13. Research Conclusion
The modern lifestyle of the industrial society, affected by mass consumption and mass-mobility,
vitally cause environmental damage to the world as well as climate change. The change of the
consumption is a strict requirement for a sustainable development. An increasing number people get
aware of this fact, and try to compensate it in the field of food, by purchasing regional, seasonal and
organic products as well as eating little meat. The topic weekly markets in modern society is a hardly
a topic of research, so that this research does not only present a solution to the commissioners
problem, it also presents the possibility of market s with its unique characteristics and possibilities.
Schmithals (2002) represents an important source for this research since her work focuses on the
social and cultural effects of markets and the sustainability. She clearly points out that a market can
be seen as leisure activity and is part of a certain lifestyle. There are a great number of different
markets and each market has it specific target group, having different needs, wants, expectations
and values. However, all of these markets have one in common: Customers are always seeking for
fresher, regional and high quality products as well as the special and unique atmosphere at the
market.
Each market has its own characters and own concepts, which are important to create the experience
for the customer. However, general operational elements are necessary in order to create a
functional and optimal market. Already in the past the market was not only used as food supplier but
mainly as social meeting point. During the last few years this important function was taken out of
consideration in Rietberg as well as missing management. These can be seen as main causes of the
problem in Rietberg - the decrease of customer frequency.
A significant point distilled during the research was the importance of active and professional
organization of the market. Until now the city council is responsible for the organization and even
though it is in their field of interest, they do not have the meaning and time to do it.
Best practices have shown that organizers with financial interest are mainly managing the market
more efficient and reach the desired outcome to revive the area, an increase of customers and
visitors and a growth of the market area having a positive financial effect.

95

Overcoming engagement barriers, focusing on the given recommendations and not losing the picture
of markets as leisure activity can be success factors of the agricultural market in Rietberg. These
aspects should be taken serious and advisable is to put them as focal point for further management
decisions.
To conclude it can be said that the given concept and the experience concepts can add extra value to
the market and can create the certain wow-effect and experience, if it is well organized, materialized
in detail and realized by all stakeholder involved. Research has proven that modern society is seeking
for experiences not only during their leisure time but also during their grocery shopping. However, it
is highly recommended to do further research on quantitative level in order to be able to profile the
audience in detail and to find out their perception of the market after changes have been done.

96

END

97

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06. Appendix
14. Rokeach Value Survey
14.1 Terminal Values:
1. True Friendship (close companionship)
2. Mature Love (sexual and spiritual intimacy)
3. Self-Respect (self-esteem)
4. Happiness (contentment)
5. Inner Harmony (freedom from inner conflicts)
6. Equality (brotherhood, equal opportunity for all)
7. Freedom (independence, free choice)
8. Pleasure (an enjoyable, leisurely life)
9. Social Recognition (respect, admiration)
10. Wisdom (a mature understanding of life)
11. Salvation (being saved, eternal life)
12. Family Security (taking care of loved ones)
13. National Security (protection from attack)
14. A Sense of Accomplishment (lasting contribution)
15. A World of Beauty (beauty of nature and the arts)
16. A World at Peace (free of war and conflict)
17. A Comfortable Life (a prosperous life)
18. An Exciting Life (a stimulating active life)

14.2 Instrumental Values

1. Cheerful (light-hearted, joyful)
2. Ambitious (hard working, aspiring)
3. Loving (affectionate, tender)
4. Clean (neat, tidy)
5. Self-Controlled (restrained, self-disciplined)
6. Capable (competent, effective)
7. Courageous (standing up for your beliefs)
8. Polite (Courteous, well-mannered)
9. Honest (sincere, truthful)
10. Imaginative (daring, creative)
11. Independent (self-reliant, self sufficient)
12. Intellectual (intelligent, reflective)
13. Broad-Minded (open-minded)
14. Logical (consistent, rational)

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15. Obedient (dutiful, respectful)

16. Helpful (working for the welfare of others)
17. Responsible (dependable, reliable)

18. Forgiving (Willing to pardon others)

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15. Trends and Developments

All information about Rietberg are gathered from Strukturbericht Kreis Gtersloh. The latest report
was from 2012. General Trends and developments were found in the International Leisure
Management Profile 2012 from the NHTV. Moreover, the Internet was used for trends and
developments for the urban event sector and a KPNG Report from 2013 for general shopping trends
and changing behavior of customers.
15.1 Macro-level
The macro-environment will be examined with the use of the mnemonic DEPEST, which refers to the
Demographic, economic, political, ecological, social and technological forces affecting the
performance of the organization.

DEPEST
Demographic

Economic trends in Rietberg

Facts and meaning towards organization

- Structure as well as the composition of
Germany is subject of change. Most
important trends are ageing, a decrease
in young people, decrease of families
(one-person-household),
multiculturalisation and ethic
intertwining. The size of the professional
population will decrease until 2025 and
there will be a large group of
increasingly wealthier old people who
will have a great amount of free time.
The multi-culturalisation requires
professionals who can initiate and
stimulate intercultural links and contexts
and who can act intercultural on a
strategic level.
- Urbanization
- In 2013 Rietberg had 29190 inhabitants
including the 7 districts (Small increase
of approximately 1000 inhabitants since
2003)
- In 2005 277 births and 222 deaths
however in 2009 already nly 263 births
but 24 deaths demographic change
predicted
- Since 2008 less immigration(1450) then
locals move away (1502). Especially
moving away between 18 and 50 years
- Different strong ages groups can be seen
(Snowman model), Proportion
men/women is almost equal .
Demographic aging predicted for the
year 2030. Model will look like an
upside-down drop
-

GNP in 2010 67.756 per working

105

population. This is over the average of

North Rhine Westphalia and 6680 more
than the average in Germany. Moreover
it is the highest GNP in the district of
OWL
The buying power for Rietberg in the
retail sector is 98.8 in 2012 which is 1,2%
lower than the average of the district
Gtersloh. Since 2003 this percentage
dropped from 100,2 to 98,9. The
purchasing power is determined
according to consumers place of
residence and is therefore an indicator
of the consumption potential of the
population. 98,8 is a good average
indicator.
The industry portfolio show that most
inhabitants of the district Gtersloh are
working in the metal and electronic
industry (20,1%). The second most
popular industry is the health and social
service industry with 7,4% followed by
the retail industry with 7,2%
The gross salary sum of Rietberg in 2012
was 32.871. This is the second lowest
amount in the district of Gtersloh;
however since 2003 the gross salary sum
increase from 31.140 in 2003 to
32.871 in 2012. Compared to the
German average (43.309 in 2012) is this
number quite low, meaning that the
inhabitants of Rietberg do not have as
much money available the average
German inhabitant
6311 inward bound commuters work in
Rietberg without living in Rietberg. The
number of the outward bound
commuters is with 6506 commuters
slightly higher. This shows that Rietberg
has a respectable residential quality a
decent economic power.
- 12,9% of the inhabitants in Rietberg do
have a marginal job (mini job/400 job).
Compared to other cities in the district
of Gtersloh is this number quite high.
Gtersloh 10,8%, Langenberg 8,7%, Verl
10,8% and Reda Wiedenbrck 10,3%.
The unemployment rate dropped in the
district of Gtersloh from 8,4% in 2003
to 4,8% in 2012. Also the youth
unemployment rate in Rietberg is the
third lowest with 9,5% in the district
Gtersloh.

106

Social Cultural

The debts of the city Rietberg are 769,1

per inhabitants, which lies in the average
field of the dirstic Gtersloh.
Borgholzhausen 1309,7, Halle 322,4,
Langenberg 1000,0 Schlo HolteStukenbrock 74,5

There is a growing attention towards the

private field and consumers to take
social responsibility. Increasingly more
often the public sector is taking up
matters on its own shoulders of social
responsibility and is paying more
attention towards sustainability. The
postmodern consumer is increasingly
often demanding sustainable products,
services and experiences. This wish is
derived from the postmodern persons
increasing need for giving meaning, selfdevelopment and experience. Sharing
social values is increasingly more
important for individuals forming
identities.
Lack of time
See research findings for findings in
Rietberg

Technological

economic value lies increasingly less in

product or process and increasingly
more in ideas and concepts. The
development of virtual worlds remains
important and virtual and realistic
worlds will become increasingly more
intertwined. Changes and developments
in media and communication
technology. Rise of Smartphones, tablets
and apps. People are connected nonstop to the world wide web and WiFi is
almost available anywhere.
Internet/WiFi non-Stop
New social networks
Video/Youtube (Extre videos)
Web 2.0
Application
Online conferences / Live streaming
Smart Machines
3D Printing
Personal loud
Size and potential of internet growing
Smart Home Tech Explosion
Privacy Backlash
Drones
Payment in supermarkets via

107

smartphones
Ecological trends in Rietberg

Climate park, European energy award

Lightning award light for a safe city
Garbage Plan
Many developing plans for energy and
sustainability (main project till 2030)

Political trends in Rietberg

Agricultural Market regulations

Co-Creation
CDU 52,2% FW 29,1%
Climate Park
Town Twinning. Riberac- France,
Glogowek Polish
Fast Internet for each district in Rietberg
Own drinkable water
Creating more jobs in Rietberg
Bible village
Gardenshow park as funds
Special development plans:
Climate: Solar collector, biomass heater,,
Renewable Energy Act, European energy
award, Lighting Project (LED)

15.2 Shopping trends

- Food sector only market that is not in threat by the internet. Only 21% of the Germans can
imagine to buy groceries online (KPMG research)
- Competition and technology bring new opportunities online shopping
- Individualization of products
- Direct connection between supply and demand side
- Direct contact to customer and supplier
- Traditional food trade
- Abo-Service
- Pooling Poll different ingredients for one dinner
- Event theme Italian dinner
- Convenience
- Premium service for regular customers
- Subscription card/loyalty card
- Transparency of groceries (origin and ingredients)
- Urban farming concepts
- Customer service customer do not want connectivity but they want to be enthusiastic
(emotional bonding)
- Special shops with unique offers
- Customer are uncertain about products
- Consumer: demographic ageing, directness and spontaneously shopping

108

More healthy and regional food, more investigation, cozy and familiar, variety and fair prices
More themes in one supermarket (Restaurant, brewery and playround)
Enough space to move
Cozy atmosphere within shopping area
Experiences
Communication
Connection between gastronomy and retail sector
Tante- Emma Revival: Small stores (retail stores) around the corner
Payment via smartphone
Order food via iPad or online in store- customer can pick up shopping bag directly in store or
it will be delivered (virtual shopping, real delivery)
Caf with supermarket customer can have a coffee while his shopping bag will be packed
for him

15.3 Trends and developments Urban events

In the year 2012 297 Million events took place in Germany with 362 million participants.
-

Real Time Analytics

One Page Websites
Means of charity
Plan by App
Playful cooking and catering methods, tapa style food, cross cultural food fusion
Personalization
Sponsoring/Crowdfunding for events
Socialize the offline Experience
Social ads to boost ROI
Responsive web design
Steam live
Social media
Personal touch
Sustainable
New networking

109

16. Participation Observation Report

th

Friday 14 of March 2014 the researcher took place in participant observation as participant as
observer. The goal of the observation was to get fully involved into the market activities in order to
be able to share experience and feelings with the participants. Since January 2014 the researcher
visited the market every Friday in order to build up trust with traders, to exchange information and
to gain and experience the right market feeling. The following paragraph will give the reader a
descriptive observation, where first of all the physical setting will be described as well as the key
participants and their activities/business. Moreover, the attendant processes will be described and
emotions involved.
The market in Rietberg takes place every Friday afternoon from 14:00 till 18:00. While arriving at
13:45 on Friday the 14th of March 2014, it was noticed that all stalls were already set up and around
10 customers could be found. The market is around 33 meters long and a bit hidden behind the city
hall of Rietberg. However, it is still in the middle of the historic city centre and surrounded by halftimber houses. The church and gable give a cozy, traditional but modern and homelike atmosphere.
The eight stalls are set up along one street which let the market appear very small and strait without
allowing a lot of space to breath and enjoy the good weather. The weather on the Friday was a lovely
warm spring day with 15C no wind and blue sky with sunshine. So for me it was a perfect day to go
outside and to visit the market. Every four weeks organizes the market a trial out for its customers.
On the 14th of March 2014 Don Feinkost organized a cook, who barbequed live in front of the
visitors little chicken trial to taste. Entering the market from the Rathhausstrae you can find on the
left side the Greek Antipasti, bakery and pastry, Regional Cheese, fruit and vegetables and on your
right side flowers, specialty food, food and potatoes and chicken and meat. The set up, explanation
about the setting and pictures can be found in the end of this Observation Report.
It is obvious that the combination and image of the stalls form the entire image of the market. The
market looks quite very colorful, and the first expression is ok. Especially, the fruit and vegetable stall
Knighaus looks very impressive and colorful. The other stalls do not show any special design or
presentation of the products. The stall of Don Feinkost who sells meet and chicken is very modern
and new. The lightning and presentation of the products appears attractive and fresh. The cheese
stall on the other side is quite simple; however natural elements like wood are used. All stalls seem
to be ok, however not totally attractive and appealing in my eyes. A few decoration and eye catchers
like a hip-high plastic cow and potatoes can be found in the middle of the corridor, which makes the
space between the different stalls smaller but it appears cozier, more colorful and gives the
impression of more going on and a wider range of products. A detailed analysis of each stall can be
found in the end of this report. During mystery shopping the stalls got grades in different categories,
in order to give them feedback and points of improvements.
During the observation it was noticeable that the percentage for female visitors was with
approximately 75% higher than for male. The average age group was 45+ and younger age groups
and families were barely seen. Most of the visitors came by food or by bike. Obvious was that most
of the visitors took their bike with them over the market, which is actually not allowed. In this way
the strait area got even smaller and people had problems to pass by. If they parked their bike they
did it in front of the city council or in front of the church. The main visitors, around 80% came from
the entrance of the Rathausstrae. A peak time was not noticeable and the visitors came mostly in
swarms to the market, in different time periods. 60% of the visitors gave me the expression as they

110

knew exactly to which stall they wanted to go first and that was mainly Knighaus, vegetable and
fruits, in my eyes the biggest and most colorful stall at the market.
People came with little baskets, bags or shopping baggies for their groceries. Especially at the fruit
and vegetable stall they just gave the entire basket to the seller and they pack them with the fresh
products, which are chosen by the customer and suggested by the seller.
The atmosphere seems to be relaxed, happy and inspiring. While joining the visitors at the market I
noticed that people enjoyed stopping for a little chat anywhere. Also two random visitors were
talking to me about the weather, the food offer at the Vegetable and fruit stall as well as the
attraction of the day: the cock who barbequed fresh chicken pieces. While having a coffee with the
major and Volker Pappert, people always stopped by just to have a little chat and to get latest
information. This shows how important information exchange and socializing is for the inhabitants of
Rietberg and for the visitors of the market. Since mid February, the market has a new bakery and
pastry stall which also offers coffee. The new stall had during the observation constantly three to five
visitors buying products or to get a coffee. Afterwards, just as we did, they step to the side, where
the church tower did not throw a shadow and enjoyed the warm sun. Doing my own shopping the
stall owners were friendly and offered good service. However, I personally was missing their initiative
to explain me their products, origin and give me great recopies with it. For example, I was standing at
the fruit and vegetable stall and one seller asked me twice what he can get for me. Both times I said
that I am still not sure what I need and then he left again. At that moment I was hoping to get good
tips and inspiration from him. These are my personal expectations towards a stall; however research
from the University of Mnster and my first interviews have shown that good service, great offer and
proper consulting are of great importance. After the shopping, a positive healthy feeling was
noticeable and I was excited about by purchase. I had the feeling that I bought high quality products
and that I supported locals and the market vendors. The prices for the bought products were a bit
higher then I was used to from supermarkets.
In total I had a fresh and energizing feeling at the market. The sun the fresh products and the positive
open minded people, who were always willing for a chat, gave the market in his historic surrounding
a great atmosphere and charm. People came and often left quickly. The average length of stay
observed was 20 minutes. 80% of the people came, got their groceries and left. Therefore, the
observation gave me a proper basis to understand the visitors and I was able to experience myself
the visit at the market in Rietberg. Resulting from the observation and interviews new inspiring
concepts and recommendations can be given.

111

Setting map:

Greek Antipasti
Flowers

Bakery

Speciality Food

Cheese

Potatos and Eggs

Fruit and Vegtable

Chicken and Meet

City Hall

Explanation:
Rathaustre= main Road
Rgenstrae= road where market takes place
St. Johannes Baptist= catholic church
Stadtverwaltung Rietberg= city council

112

Pictures of the surrounding and market:

City Hall and church

Rgenstrae

113

Rietberger Market

114

16.1 Market Assessment Form market and marketer under observation

The market assessment form was created for the observation and detail analysis of each stall. Mystery
shopping was done, in order to asses each stall as well as the market in general. The result was presented
to each market vendor to give them the opportunity to improve their stalls.
0-Bad
1.

2.

3.

4.

5.

5- OK 10- excellent

Visual appearance
a. Signs
b. Cleanness and order
c. Arrangement of Stalls/Structure
d. Colors
e. Entrance
f. Space
g. Abide possibilities
h. Salutation
i. Information
j. Offers

Bad 1 2 3 4 5 6 7 8 9 10 Excellent

Actual state analysis per stall Knighaus

a. Cleanness
b. Order
c. Price tags
d. Experience and Uniqueness
e. Offers
f. Marketing

Bad 1 2 3 4 5 6 7 8 9 10 Excellent

Customer Service
a. Friendly
b. Helpful/Consultancy
c. Respect
d. Time spend per customer
e. Attendance
f. Etiquette
g. Experience of seller

Bad 1 2 3 4 5 6 7 8 9 10 Excellent

Presentation
a. Clear
b. Structure
c. Price tags
d. Cleanness
e. Uniqueness

Bad 1 2 3 4 5 6 7 8 9 10 Excellent

Products
a. Fresh
b. Taste
c. Quality

Bad 1 2 3 4 5 6 7 8 9 10 Excellent

Bad 1 2 3 4 5 6 7 8 9 10 Excellent
Bad 1 2 3 4 5 6 7 8 9 10 Excellent
Bad 1 2 3 4 5 6 7 8 9 10 Excellent
Bad 1 2 3 4 5 6 7 8 9 10 Excellent
Bad 1 2 3 4 5 6 7 8 9 10 Excellent
Bad 1 2 3 4 5 6 7 8 9 10 Excellent
Bad 1 2 3 4 5 6 7 8 9 10 Excellent
Bad 1 2 3 4 5 6 7 8 9 10 Excellent
Bad 1 2 3 4 5 6 7 8 9 10 Excellent
Bad 1 2 3 4 5 6 7 8 9 10 Excellent

Bad 1 2 3 4 5 6 7 8 9 10 Excellent
Bad 1 2 3 4 5 6 7 8 9 10 Excellent
Bad 1 2 3 4 5 6 7 8 9 10 Excellent
Bad 1 2 3 4 5 6 7 8 9 10 Excellent
Bad 1 2 3 4 5 6 7 8 9 10 Excellent
Bad 1 2 3 4 5 6 7 8 9 10 Excellent

Bad 1 2 3 4 5 6 7 8 9 10 Excellent
Bad 1 2 3 4 5 6 7 8 9 10 Excellent
Bad 1 2 3 4 5 6 7 8 9 10 Excellent
Bad 1 2 3 4 5 6 7 8 9 10 Excellent
Bad 1 2 3 4 5 6 7 8 9 10 Excellent
Bad 1 2 3 4 5 6 7 8 9 10 Excellent
Bad 1 2 3 4 5 6 7 8 9 10 Excellent

Bad 1 2 3 4 5 6 7 8 9 10 Excellent
Bad 1 2 3 4 5 6 7 8 9 10 Excellent
Bad 1 2 3 4 5 6 7 8 9 10 Excellent
Bad 1 2 3 4 5 6 7 8 9 10 Excellent
Bad 1 2 3 4 5 6 7 8 9 10 Excellent

Bad 1 2 3 4 5 6 7 8 9 10 Excellent
Bad 1 2 3 4 5 6 7 8 9 10 Excellent
Bad 1 2 3 4 5 6 7 8 9 10 Excellent

115

Clear values and origin

e. Hygienic and considerable packaging
f. Proper bags
d.

g.
h.
6.

Staff
a.
b.
c.
d.
e.
f.
g.
h.
i.
j.

7.

8.

9.

Offer
Innovative

Bad 1 2 3 4 5 6 7 8 9 10 Excellent
Bad 1 2 3 4 5 6 7 8 9 10 Excellent
Bad 1 2 3 4 5 6 7 8 9 10 Excellent
Bad 1 2 3 4 5 6 7 8 9 10 Excellent
Bad 1 2 3 4 5 6 7 8 9 10 Excellent
Bad 1 2 3 4 5 6 7 8 9 10 Excellent

Clothes
Customer Service
Body language
Eye Contact
Attention
Immediate service
Organization
Enunciation
Salutation
Knowledge

Bad 1 2 3 4 5 6 7 8 9 10 Excellent
Bad 1 2 3 4 5 6 7 8 9 10 Excellent
Bad 1 2 3 4 5 6 7 8 9 10 Excellent
Bad 1 2 3 4 5 6 7 8 9 10 Excellent
Bad 1 2 3 4 5 6 7 8 9 10 Excellent
Bad 1 2 3 4 5 6 7 8 9 10 Excellent
Bad 1 2 3 4 5 6 7 8 9 10 Excellent
Bad 1 2 3 4 5 6 7 8 9 10 Excellent
Bad 1 2 3 4 5 6 7 8 9 10 Excellent
Bad 1 2 3 4 5 6 7 8 9 10 Excellent

Actual state analysis per stall Buschsieweke

a. Cleanness
b. Order
c. Price tags
d. Experience and Uniqueness
e. Offers
f. Marketing

Bad 1 2 3 4 5 6 7 8 9 10 Excellent

Customer Service
a. Friendly
b. Helpful/Consultancy
c. Respect
d. Time spend per customer
e. Attendance
f. Etiquette
g. Experience of seller

Bad 1 2 3 4 5 6 7 8 9 10 Excellent

Presentation
a. Clear
b. Structure
c. Price tags
d. Cleanness
e. Uniqueness

Bad 1 2 3 4 5 6 7 8 9 10 Excellent

10. Products

Fresh
b. Taste
c. Quality
d. Clear values and origin
a.

Bad 1 2 3 4 5 6 7 8 9 10 Excellent
Bad 1 2 3 4 5 6 7 8 9 10 Excellent
Bad 1 2 3 4 5 6 7 8 9 10 Excellent
Bad 1 2 3 4 5 6 7 8 9 10 Excellent
Bad 1 2 3 4 5 6 7 8 9 10 Excellent
Bad 1 2 3 4 5 6 7 8 9 10 Excellent

Bad 1 2 3 4 5 6 7 8 9 10 Excellent
Bad 1 2 3 4 5 6 7 8 9 10 Excellent
Bad 1 2 3 4 5 6 7 8 9 10 Excellent
Bad 1 2 3 4 5 6 7 8 9 10 Excellent
Bad 1 2 3 4 5 6 7 8 9 10 Excellent
Bad 1 2 3 4 5 6 7 8 9 10 Excellent
Bad 1 2 3 4 5 6 7 8 9 10 Excellent

Bad 1 2 3 4 5 6 7 8 9 10 Excellent
Bad 1 2 3 4 5 6 7 8 9 10 Excellent
Bad 1 2 3 4 5 6 7 8 9 10 Excellent
Bad 1 2 3 4 5 6 7 8 9 10 Excellent
Bad 1 2 3 4 5 6 7 8 9 10 Excellent
Bad 1 2 3 4 5 6 7 8 9 10 Excellent
Bad 1 2 3 4 5 6 7 8 9 10 Excellent
Bad 1 2 3 4 5 6 7 8 9 10 Excellent
Bad 1 2 3 4 5 6 7 8 9 10 Excellent
Bad 1 2 3 4 5 6 7 8 9 10 Excellent

116

e.
f.
g.
h.

Hygienic and considerable packaging

Proper bags
Offer
Innovative

11. Staff
a.
b.
c.
d.
e.
f.
g.
h.
i.
j.

Bad 1 2 3 4 5 6 7 8 9 10 Excellent
Bad 1 2 3 4 5 6 7 8 9 10 Excellent
Bad 1 2 3 4 5 6 7 8 9 10 Excellent
Bad 1 2 3 4 5 6 7 8 9 10 Excellent
Bad 1 2 3 4 5 6 7 8 9 10 Excellent

Clothes
Customer Service
Body language
Eye Contact
Attention
Immediate service
Organization
Enunciation
Salutation
Knowledge

12. Actual state analysis per stall Geerds

Cleanness
Order
c. Price tags
d. Experience and Uniqueness
e. Offers
f. Marketing

Bad 1 2 3 4 5 6 7 8 9 10 Excellent
Bad 1 2 3 4 5 6 7 8 9 10 Excellent
Bad 1 2 3 4 5 6 7 8 9 10 Excellent
Bad 1 2 3 4 5 6 7 8 9 10 Excellent
Bad 1 2 3 4 5 6 7 8 9 10 Excellent
Bad 1 2 3 4 5 6 7 8 9 10 Excellent
Bad 1 2 3 4 5 6 7 8 9 10 Excellent
Bad 1 2 3 4 5 6 7 8 9 10 Excellent
Bad 1 2 3 4 5 6 7 8 9 10 Excellent
Bad 1 2 3 4 5 6 7 8 9 10 Excellent

Bad 1 2 3 4 5 6 7 8 9 10 Excellent

a.

Bad 1 2 3 4 5 6 7 8 9 10 Excellent

b.

Bad 1 2 3 4 5 6 7 8 9 10 Excellent

13. Customer Service

a.
b.
c.
d.
e.
f.
g.

Friendly
Helpful/Consultancy
Respect
Time spend per customer
Attendance
Etiquette
Experience of seller

14. Presentation

Clear
b. Structure
c. Price tags
d. Cleanness
e. Uniqueness
a.

15. Products

Fresh
b. Taste
c. Quality
a.

Bad 1 2 3 4 5 6 7 8 9 10 Excellent
Bad 1 2 3 4 5 6 7 8 9 10 Excellent
Bad 1 2 3 4 5 6 7 8 9 10 Excellent
Bad 1 2 3 4 5 6 7 8 9 10 Excellent
Bad 1 2 3 4 5 6 7 8 9 10 Excellent
Bad 1 2 3 4 5 6 7 8 9 10 Excellent
Bad 1 2 3 4 5 6 7 8 9 10 Excellent
Bad 1 2 3 4 5 6 7 8 9 10 Excellent
Bad 1 2 3 4 5 6 7 8 9 10 Excellent
Bad 1 2 3 4 5 6 7 8 9 10 Excellent
Bad 1 2 3 4 5 6 7 8 9 10 Excellent
Bad 1 2 3 4 5 6 7 8 9 10 Excellent
Bad 1 2 3 4 5 6 7 8 9 10 Excellent
Bad 1 2 3 4 5 6 7 8 9 10 Excellent
Bad 1 2 3 4 5 6 7 8 9 10 Excellent
Bad 1 2 3 4 5 6 7 8 9 10 Excellent
Bad 1 2 3 4 5 6 7 8 9 10 Excellent
Bad 1 2 3 4 5 6 7 8 9 10 Excellent
Bad 1 2 3 4 5 6 7 8 9 10 Excellent
Bad 1 2 3 4 5 6 7 8 9 10 Excellent
Bad 1 2 3 4 5 6 7 8 9 10 Excellent
Bad 1 2 3 4 5 6 7 8 9 10 Excellent

117

Clear values and origin

e. Hygienic and considerable packaging
f. Proper bags
d.

g.
h.

Offer
Innovative

16. Staff
a.
b.
c.
d.
e.
f.
g.
h.
i.
j.

Clothes
Customer Service
Body language
Eye Contact
Attention
Immediate service
Organization
Enunciation
Salutation
Knowledge

Cleanness
b. Order
c. Price tags
d. Experience and Uniqueness
e. Offers
f. Marketing
a.

18. Customer Service

b.
c.
d.
e.
f.
g.

Friendly
Helpful/Consultancy
Respect
Time spend per customer
Attendance
Etiquette
Experience

19. Presentation

Clear
b. Structure
c. Price tags
d. Cleanness
e. Uniqueness
a.

20. Products

Fresh
b. Taste
a.

Bad 1 2 3 4 5 6 7 8 9 10 Excellent
Bad 1 2 3 4 5 6 7 8 9 10 Excellent
Bad 1 2 3 4 5 6 7 8 9 10 Excellent
Bad 1 2 3 4 5 6 7 8 9 10 Excellent
Bad 1 2 3 4 5 6 7 8 9 10 Excellent

17. Actual state analysis per stall Schilan

a.

Bad 1 2 3 4 5 6 7 8 9 10 Excellent

Bad 1 2 3 4 5 6 7 8 9 10 Excellent
Bad 1 2 3 4 5 6 7 8 9 10 Excellent
Bad 1 2 3 4 5 6 7 8 9 10 Excellent
Bad 1 2 3 4 5 6 7 8 9 10 Excellent
Bad 1 2 3 4 5 6 7 8 9 10 Excellent
Bad 1 2 3 4 5 6 7 8 9 10 Excellent
Bad 1 2 3 4 5 6 7 8 9 10 Excellent
Bad 1 2 3 4 5 6 7 8 9 10 Excellent
Bad 1 2 3 4 5 6 7 8 9 10 Excellent
Bad 1 2 3 4 5 6 7 8 9 10 Excellent

Bad 1 2 3 4 5 6 7 8 9 10 Excellent
Bad 1 2 3 4 5 6 7 8 9 10 Excellent
Bad 1 2 3 4 5 6 7 8 9 10 Excellent
Bad 1 2 3 4 5 6 7 8 9 10 Excellent
Bad 1 2 3 4 5 6 7 8 9 10 Excellent
Bad 1 2 3 4 5 6 7 8 9 10 Excellent
Bad 1 2 3 4 5 6 7 8 9 10 Excellent
Bad 1 2 3 4 5 6 7 8 9 10 Excellent
Bad 1 2 3 4 5 6 7 8 9 10 Excellent
Bad 1 2 3 4 5 6 7 8 9 10 Excellent
Bad 1 2 3 4 5 6 7 8 9 10 Excellent
Bad 1 2 3 4 5 6 7 8 9 10 Excellent
Bad 1 2 3 4 5 6 7 8 9 10 Excellent
Bad 1 2 3 4 5 6 7 8 9 10 Excellent
Bad 1 2 3 4 5 6 7 8 9 10 Excellent
Bad 1 2 3 4 5 6 7 8 9 10 Excellent
Bad 1 2 3 4 5 6 7 8 9 10 Excellent
Bad 1 2 3 4 5 6 7 8 9 10 Excellent
Bad 1 2 3 4 5 6 7 8 9 10 Excellent
Bad 1 2 3 4 5 6 7 8 9 10 Excellent
Bad 1 2 3 4 5 6 7 8 9 10 Excellent
Bad 1 2 3 4 5 6 7 8 9 10 Excellent
Bad 1 2 3 4 5 6 7 8 9 10 Excellent
Bad 1 2 3 4 5 6 7 8 9 10 Excellent

118

Quality
d. Clear values and origin
e. Hygienic and considerable packaging
f. Proper bags
c.

g.
h.

Offer
Innovative

21. Staff
a.
b.
c.
d.
e.
f.
g.
h.
i.
j.

Bad 1 2 3 4 5 6 7 8 9 10 Excellent
Bad 1 2 3 4 5 6 7 8 9 10 Excellent
Bad 1 2 3 4 5 6 7 8 9 10 Excellent
Bad 1 2 3 4 5 6 7 8 9 10 Excellent
Bad 1 2 3 4 5 6 7 8 9 10 Excellent
Bad 1 2 3 4 5 6 7 8 9 10 Excellent
Bad 1 2 3 4 5 6 7 8 9 10 Excellent

Clothes
Customer Service
Body language
Eye Contact
Attention
Immediate service
Organization
Enunciation
Salutation
Knowledge

Bad 1 2 3 4 5 6 7 8 9 10 Excellent
Bad 1 2 3 4 5 6 7 8 9 10 Excellent
Bad 1 2 3 4 5 6 7 8 9 10 Excellent
Bad 1 2 3 4 5 6 7 8 9 10 Excellent
Bad 1 2 3 4 5 6 7 8 9 10 Excellent
Bad 1 2 3 4 5 6 7 8 9 10 Excellent
Bad 1 2 3 4 5 6 7 8 9 10 Excellent
Bad 1 2 3 4 5 6 7 8 9 10 Excellent
Bad 1 2 3 4 5 6 7 8 9 10 Excellent
Bad 1 2 3 4 5 6 7 8 9 10 Excellent

22. Actual state analysis per stall Horstmann

Bad 1 2 3 4 5 6 7 8 9 10 Excellent

Cleanness
b. Order
c. Price tags
d. Experience and Uniqueness
e. Offers
f. Marketing

Bad 1 2 3 4 5 6 7 8 9 10 Excellent

a.

23. Customer Service

a.
b.
c.
d.
e.
f.
g.

Friendly
Helpful/Consultancy
Respect
Time spend per customer
Attendance
Etiquette
Experience

24. Presentation

Clear
b. Structure
c. Price tags
d. Cleanness
e. Uniqueness
a.

25. Products
a.

Fresh

Bad 1 2 3 4 5 6 7 8 9 10 Excellent
Bad 1 2 3 4 5 6 7 8 9 10 Excellent
Bad 1 2 3 4 5 6 7 8 9 10 Excellent
Bad 1 2 3 4 5 6 7 8 9 10 Excellent
Bad 1 2 3 4 5 6 7 8 9 10 Excellent
Bad 1 2 3 4 5 6 7 8 9 10 Excellent
Bad 1 2 3 4 5 6 7 8 9 10 Excellent
Bad 1 2 3 4 5 6 7 8 9 10 Excellent
Bad 1 2 3 4 5 6 7 8 9 10 Excellent
Bad 1 2 3 4 5 6 7 8 9 10 Excellent
Bad 1 2 3 4 5 6 7 8 9 10 Excellent
Bad 1 2 3 4 5 6 7 8 9 10 Excellent
Bad 1 2 3 4 5 6 7 8 9 10 Excellent
Bad 1 2 3 4 5 6 7 8 9 10 Excellent
Bad 1 2 3 4 5 6 7 8 9 10 Excellent
Bad 1 2 3 4 5 6 7 8 9 10 Excellent
Bad 1 2 3 4 5 6 7 8 9 10 Excellent
Bad 1 2 3 4 5 6 7 8 9 10 Excellent
Bad 1 2 3 4 5 6 7 8 9 10 Excellent
Bad 1 2 3 4 5 6 7 8 9 10 Excellent
Bad 1 2 3 4 5 6 7 8 9 10 Excellent

119

Taste N/A
c. Quality
d. Clear values and origin
e. Hygienic and considerable packaging
f. Proper bags
b.

g.
h.

Offer
Innovative

26. Staff
a.
b.
c.
d.
e.
f.
g.
h.
i.
j.

Knowledge

Cleanness
b. Order
c. Price tags
d. Experience and Uniqueness
e. Offers
f. Marketing
a.

28. Customer Service

b.
c.
d.
e.
f.
g.

Bad 1 2 3 4 5 6 7 8 9 10 Excellent
Bad 1 2 3 4 5 6 7 8 9 10 Excellent
Bad 1 2 3 4 5 6 7 8 9 10 Excellent
Bad 1 2 3 4 5 6 7 8 9 10 Excellent
Bad 1 2 3 4 5 6 7 8 9 10 Excellent
Bad 1 2 3 4 5 6 7 8 9 10 Excellent
Bad 1 2 3 4 5 6 7 8 9 10 Excellent

Clothes
Customer Service
Body language
Eye Contact
Attention
Immediate service
Organization
Enunciation
Salutation

27. Actual state analysis per stall Strunz

a.

Bad 1 2 3 4 5 6 7 8 9 10 Excellent

Friendly
Helpful/Consultancy
Respect
Time spend per customer
Attendance
Etiquette
Experience

29. Presentation

Clear
b. Structure
c. Price tags
d. Cleanness
e. Uniqueness
a.

30. Products

Bad 1 2 3 4 5 6 7 8 9 10 Excellent
Bad 1 2 3 4 5 6 7 8 9 10 Excellent
Bad 1 2 3 4 5 6 7 8 9 10 Excellent
Bad 1 2 3 4 5 6 7 8 9 10 Excellent
Bad 1 2 3 4 5 6 7 8 9 10 Excellent
Bad 1 2 3 4 5 6 7 8 9 10 Excellent
Bad 1 2 3 4 5 6 7 8 9 10 Excellent
Bad 1 2 3 4 5 6 7 8 9 10 Excellent
Bad 1 2 3 4 5 6 7 8 9 10 Excellent
Bad 1 2 3 4 5 6 7 8 9 10 Excellent

Bad 1 2 3 4 5 6 7 8 9 10 Excellent
Bad 1 2 3 4 5 6 7 8 9 10 Excellent
Bad 1 2 3 4 5 6 7 8 9 10 Excellent
Bad 1 2 3 4 5 6 7 8 9 10 Excellent
Bad 1 2 3 4 5 6 7 8 9 10 Excellent
Bad 1 2 3 4 5 6 7 8 9 10 Excellent
Bad 1 2 3 4 5 6 7 8 9 10 Excellent
Bad 1 2 3 4 5 6 7 8 9 10 Excellent
Bad 1 2 3 4 5 6 7 8 9 10 Excellent
Bad 1 2 3 4 5 6 7 8 9 10 Excellent
Bad 1 2 3 4 5 6 7 8 9 10 Excellent
Bad 1 2 3 4 5 6 7 8 9 10 Excellent
Bad 1 2 3 4 5 6 7 8 9 10 Excellent
Bad 1 2 3 4 5 6 7 8 9 10 Excellent
Bad 1 2 3 4 5 6 7 8 9 10 Excellent
Bad 1 2 3 4 5 6 7 8 9 10 Excellent
Bad 1 2 3 4 5 6 7 8 9 10 Excellent
Bad 1 2 3 4 5 6 7 8 9 10 Excellent
Bad 1 2 3 4 5 6 7 8 9 10 Excellent
Bad 1 2 3 4 5 6 7 8 9 10 Excellent
Bad 1 2 3 4 5 6 7 8 9 10 Excellent
Bad 1 2 3 4 5 6 7 8 9 10 Excellent

120

Fresh
b. Taste
c. Quality
d. Clear values and origin
e. Hygienic and considerable packaging
f. Proper bags
a.

g.
h.

Offer
Innovative

31. Staff
a.
b.
c.
d.
e.
f.
g.
h.
i.
j.

Bad 1 2 3 4 5 6 7 8 9 10 Excellent
Bad 1 2 3 4 5 6 7 8 9 10 Excellent
Bad 1 2 3 4 5 6 7 8 9 10 Excellent
Bad 1 2 3 4 5 6 7 8 9 10 Excellent
Bad 1 2 3 4 5 6 7 8 9 10 Excellent
Bad 1 2 3 4 5 6 7 8 9 10 Excellent
Bad 1 2 3 4 5 6 7 8 9 10 Excellent
Bad 1 2 3 4 5 6 7 8 9 10 Excellent
Bad 1 2 3 4 5 6 7 8 9 10 Excellent

Clothes
Customer Service
Body language
Eye Contact
Attention
Immediate service
Organization
Enunciation
Salutation
Knowledge

Bad 1 2 3 4 5 6 7 8 9 10 Excellent
Bad 1 2 3 4 5 6 7 8 9 10 Excellent
Bad 1 2 3 4 5 6 7 8 9 10 Excellent
Bad 1 2 3 4 5 6 7 8 9 10 Excellent
Bad 1 2 3 4 5 6 7 8 9 10 Excellent
Bad 1 2 3 4 5 6 7 8 9 10 Excellent
Bad 1 2 3 4 5 6 7 8 9 10 Excellent
Bad 1 2 3 4 5 6 7 8 9 10 Excellent
Bad 1 2 3 4 5 6 7 8 9 10 Excellent
Bad 1 2 3 4 5 6 7 8 9 10 Excellent

32. Actual state analysis per stall Born

Bad 1 2 3 4 5 6 7 8 9 10 Excellent

Cleanness
b. Order
c. Price tags
d. Experience and Uniqueness
e. Offers
f. Marketing

Bad 1 2 3 4 5 6 7 8 9 10 Excellent

a.

33. Customer Service

Friendly
Helpful/Consultancy
c. Respect
d. Time spend per customer
e. Attendance
f. Etiquette
g. Experience

Bad 1 2 3 4 5 6 7 8 9 10 Excellent
Bad 1 2 3 4 5 6 7 8 9 10 Excellent
Bad 1 2 3 4 5 6 7 8 9 10 Excellent
Bad 1 2 3 4 5 6 7 8 9 10 Excellent
Bad 1 2 3 4 5 6 7 8 9 10 Excellent
Bad 1 2 3 4 5 6 7 8 9 10 Excellent

a.

Bad 1 2 3 4 5 6 7 8 9 10 Excellent

b.

Bad 1 2 3 4 5 6 7 8 9 10 Excellent

34. Presentation

Clear
b. Structure
c. Price tags
d. Cleanness
e. Uniqueness
a.

35. Products
a.

Fresh

Bad 1 2 3 4 5 6 7 8 9 10 Excellent
Bad 1 2 3 4 5 6 7 8 9 10 Excellent
Bad 1 2 3 4 5 6 7 8 9 10 Excellent
Bad 1 2 3 4 5 6 7 8 9 10 Excellent
Bad 1 2 3 4 5 6 7 8 9 10 Excellent
Bad 1 2 3 4 5 6 7 8 9 10 Excellent
Bad 1 2 3 4 5 6 7 8 9 10 Excellent
Bad 1 2 3 4 5 6 7 8 9 10 Excellent
Bad 1 2 3 4 5 6 7 8 9 10 Excellent
Bad 1 2 3 4 5 6 7 8 9 10 Excellent
Bad 1 2 3 4 5 6 7 8 9 10 Excellent
Bad 1 2 3 4 5 6 7 8 9 10 Excellent
Bad 1 2 3 4 5 6 7 8 9 10 Excellent

121

Taste
c. Quality
d. Clear values and origin
e. Hygienic and considerable packaging
f. Proper bags
b.

g.
h.

Offer
Innovative

36. Staff
a.
b.
c.
d.
e.
f.
g.
h.
i.
j.

Bad 1 2 3 4 5 6 7 8 9 10 Excellent
Bad 1 2 3 4 5 6 7 8 9 10 Excellent
Bad 1 2 3 4 5 6 7 8 9 10 Excellent
Bad 1 2 3 4 5 6 7 8 9 10 Excellent
Bad 1 2 3 4 5 6 7 8 9 10 Excellent
Bad 1 2 3 4 5 6 7 8 9 10 Excellent
Bad 1 2 3 4 5 6 7 8 9 10 Excellent
Bad 1 2 3 4 5 6 7 8 9 10 Excellent

Clothes
Customer Service
Body language
Eye Contact
Attention
Immediate service
Organization
Enunciation
Salutation
Knowledge

Bad 1 2 3 4 5 6 7 8 9 10 Excellent
Bad 1 2 3 4 5 6 7 8 9 10 Excellent
Bad 1 2 3 4 5 6 7 8 9 10 Excellent
Bad 1 2 3 4 5 6 7 8 9 10 Excellent
Bad 1 2 3 4 5 6 7 8 9 10 Excellent
Bad 1 2 3 4 5 6 7 8 9 10 Excellent
Bad 1 2 3 4 5 6 7 8 9 10 Excellent
Bad 1 2 3 4 5 6 7 8 9 10 Excellent
Bad 1 2 3 4 5 6 7 8 9 10 Excellent
Bad 1 2 3 4 5 6 7 8 9 10 Excellent

37. Actual state analysis per stall Don

Bad 1 2 3 4 5 6 7 8 9 10 Excellent

Cleanness
b. Order
c. Price tags
d. Experience and Uniqueness
e. Offers
f. Marketing

Bad 1 2 3 4 5 6 7 8 9 10 Excellent

a.

38. Customer Service

a.
b.
c.
d.
e.
f.
g.

Friendly
Helpful/Consultancy
Respect
Time spend per customer
Attendance
Etiquette
Experience

39. Presentation

Clear
b. Structure
c. Price tags
d. Cleanness
e. Uniqueness
a.

40. Products

Fresh
b. Taste
a.

Bad 1 2 3 4 5 6 7 8 9 10 Excellent
Bad 1 2 3 4 5 6 7 8 9 10 Excellent
Bad 1 2 3 4 5 6 7 8 9 10 Excellent
Bad 1 2 3 4 5 6 7 8 9 10 Excellent
Bad 1 2 3 4 5 6 7 8 9 10 Excellent
Bad 1 2 3 4 5 6 7 8 9 10 Excellent
Bad 1 2 3 4 5 6 7 8 9 10 Excellent
Bad 1 2 3 4 5 6 7 8 9 10 Excellent
Bad 1 2 3 4 5 6 7 8 9 10 Excellent
Bad 1 2 3 4 5 6 7 8 9 10 Excellent
Bad 1 2 3 4 5 6 7 8 9 10 Excellent
Bad 1 2 3 4 5 6 7 8 9 10 Excellent
Bad 1 2 3 4 5 6 7 8 9 10 Excellent
Bad 1 2 3 4 5 6 7 8 9 10 Excellent
Bad 1 2 3 4 5 6 7 8 9 10 Excellent
Bad 1 2 3 4 5 6 7 8 9 10 Excellent
Bad 1 2 3 4 5 6 7 8 9 10 Excellent
Bad 1 2 3 4 5 6 7 8 9 10 Excellent
Bad 1 2 3 4 5 6 7 8 9 10 Excellent
Bad 1 2 3 4 5 6 7 8 9 10 Excellent
Bad 1 2 3 4 5 6 7 8 9 10 Excellent
Bad 1 2 3 4 5 6 7 8 9 10 Excellent

122

Quality
d. Clear values and origin
e. Hygienic and considerable packaging
f. Proper bags
c.

g.
h.

Offer
Innovative

41. Staff
a.
b.
c.
d.
e.
f.
g.
h.
i.
j.

Bad 1 2 3 4 5 6 7 8 9 10 Excellent
Bad 1 2 3 4 5 6 7 8 9 10 Excellent
Bad 1 2 3 4 5 6 7 8 9 10 Excellent
Bad 1 2 3 4 5 6 7 8 9 10 Excellent
Bad 1 2 3 4 5 6 7 8 9 10 Excellent
Bad 1 2 3 4 5 6 7 8 9 10 Excellent
Bad 1 2 3 4 5 6 7 8 9 10 Excellent

Clothes
Customer Service
Body language
Eye Contact
Attention
Immediate service
Organization
Enunciation
Salutation
Knowledge

42. Overall image

a. Innovation
b. Structure
c. Offer
d. Marketing
e. Information

Bad 1 2 3 4 5 6 7 8 9 10 Excellent
Bad 1 2 3 4 5 6 7 8 9 10 Excellent
Bad 1 2 3 4 5 6 7 8 9 10 Excellent
Bad 1 2 3 4 5 6 7 8 9 10 Excellent
Bad 1 2 3 4 5 6 7 8 9 10 Excellent
Bad 1 2 3 4 5 6 7 8 9 10 Excellent
Bad 1 2 3 4 5 6 7 8 9 10 Excellent
Bad 1 2 3 4 5 6 7 8 9 10 Excellent
Bad 1 2 3 4 5 6 7 8 9 10 Excellent
Bad 1 2 3 4 5 6 7 8 9 10 Excellent
Bad 1 2 3 4 5 6 7 8 9 10 Excellent
Bad 1 2 3 4 5 6 7 8 9 10 Excellent
Bad 1 2 3 4 5 6 7 8 9 10 Excellent
Bad 1 2 3 4 5 6 7 8 9 10 Excellent
Bad 1 2 3 4 5 6 7 8 9 10 Excellent
Bad 1 2 3 4 5 6 7 8 9 10 Excellent

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17. Topic List

17.1 Target group
ABOUT THE INTERVIEWEE
1. Free time/Leisure time
a. whom
b. What do you like most about it?
c. What encourages you most to participate?
2. Leisure: If you could do something different from what you are doing usually what would that be?
a. What exactly triggers the idea?
b. What has stopped you so far from doing it (motivational and participation barriers)
3. Shopping groceries
a. Where
b. Behavior (Distance, how often, how to get there, when)
c. Expectations
d. How do you decide which product you buy (price, appearance, know product beforehand,
design)
URBAN EVENTS
4.
5.
6.
7.

What kinds of events do you like/ visit? (Characteristics)

Information gathering
Expectations you towards events
Motivation to visit an event

AGRICULTURAL MARKET IN GENERAL

8. Perception of a market?
a. Concept, feelings, images, (positive as well as negative)
9. Expectations towards a market
a. Motivation to visit market regularly
OWN EXPERIENCE AGRICULTURAL MARKET IN RIETBERG - PERSONAL MOTIVATION AND PARTICIPATION
BARRIERS
10. Have you ever been to the market?
a. Yes: Why, what did you like, what not, how often did you go, motivation, participation
barriers, with whom, what did you buy, what did you miss
b. Not: why not, participation barriers, did you visit other markets?
11. Perception about the market in Rietberg?
a. Concept, feelings, images, information, marketing, stalls (offer) (positive as well as
negative)
IDEAS FOR THE MARKET IN RIETBERG
12. Motivation/ trigger people to come to the market
13. Idea for the market - Concept

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OWN PERCEPTION
14. Perception about Rietberg- What do you like most about Rietberg?
a. Unique points about Rietberg, feelings, connection, Missing, favorite place
15. In your opinion what are barriers why people do not come to the Market?
a. How could these barriers be reduced?

17.2 Experts Market

ABOUT THE EXPERT

1. Your Profession, where do you work and why
2. History of your market experience (work related)? (Georg Tlle: Ambition to start market)
YOUR MARKET
3. Concept of your market
4. Unique points of your market (entertainment (personal, material, medial), theme, experiences for
customer, co-creation)
a. Organization of the market, Meetings, times, management, Marketing,
5. Development/changes of the market
6. For you personally, most rewarding aspect/motivation to work for a market
7. Promotion, marketing of new activities
8. Finding new/interesting stalls
a. What makes you sure that it is the right stall with the right products?
9. How far is the city council involved in the promotion of the mark?
a. Subsidies
PERSONAL PERCEPTION towards a market and customers
10. Successful aspects of a market
a. Setting, Service, quality events, Marketing, personnel/staff, atmosphere, 5 senses
11. Own experience - best way to get new customers
12. Experience/perceive the market in modern society
13. Biggest challenges in changing the concept of a market
14. Trends and developments of mark visitors
15. Future of markets
16. From your practical experience- what is needed to encourage people to participate in leisure
activities/ going to the market?
17. Barriers why people do not come to the Market
a. How could these barriers be reduced?
i. Any experience?
18. Trigger/Motivation for people to come to the market
19. Trends and Developments of customer and their shopping behavior. Values and characteristics

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PERSONAL EXPERIENCE
20. Are you doing your groceries at the market yourself? Why/why not
21. What do you like about markets / dislike?
CREATIVITY
22. If you could start a new market anywhere, what would be the concept of the market? Unique
points, stalls? Any money available

17.3 Rietberg Experts

ABOUT THE EXPERT

1. Your profession and task
2. Relationship to Rietberg
PERSONAL PERCEPTION
3. Perception about Rietberg
a. Unique Points history, people, demographic
b. Where does it stand for/ image
c. Values
d. Characteristics
4. Perception about inhabitants of Rietberg
a. Unique Points history, people, demographic
b. Where does it stand for/ image
c. Values
d. Characteristics
5. Rietberg as human how would it be? Why
6. (What is your impression o the weekly market? )
7. Participation barriers of visitors
a. How could these be reduced?

PERSONAL EXPECTATIONS
8. Expectations towards a market
a. Motivation to visit the market regularly
b. Image, concept, feeling, information, stalls, offer, marketing (Positive as well as negative)
CREATIVITY
9. A spontaneous idea for the market - Concept.
10. Trigger/motivate people to come to the market

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18. English Abstract Interviews 1-20

English Abstract Interview 1 Hedda

Hedda likes the old city centre with the gable and the nature in Rietberg. In her free time she enjoys being
in the nature, going for a walk or hiking. Moreover, she goes cycling on a regular basis since she admires
being in the nature. It gives her a positive energetic feeling. Sometimes she goes to different events, mainly
events with music and themes. She mentions during her interview that she likes escaping into a different
world in her free time or during events.
From a market she expects a great offer of different and fresh products. A sampling of products is for her a
must be and that all her senses are touched. She wants to have a natural atmosphere and feeling of the
products as well as well being informed about the origin of the products. She likes to meet other people in
order to chat with them, to exchange information or knowledge and to drink a coffee with them. A cozy but
lively market bustle and atmosphere play an important role in her expectations towards her leisure time as
well as her expectations towards an agricultural market. She thinks that the location of the market is not
optimal and she believes that the market needs to be in front of the city hall, so that it is seen easier and
that the market creates a cozier atmosphere within the city centre, where people enjoy spending time and
do some more shopping.

English Abstract Interview 2 - Beate

Beate enjoys taking a walk, doing sports or meeting friends during her leisure time. She does sport in order
to stay fit and healthy as well as staying mobile and to have fun. She enjoys meeting new people, to get
new information and to laugh. Moreover she admires going to concerts and events from Culturig e.v.
During her leisure time she reads and plays logic-games with her husband because then she can improve
her knowledge and logical thinking while having fun and laugh.
Beate does her groceries every day and she tries to get everything she needs in Rietberg. From the
shopping area she expects fresh and a great product line. For her and her family good consultancy within
the shop is important beside friendliness. She conceives the agricultural market in Rietberg as a small
market where she can get fresh products and the right consultancy. She likes that there is a very familiar
atmosphere at the agricultural market in Rietberg and that she always meets somebody she knows. She
does not visit the agricultural market regularly because she thinks it is easier for her to go to the
supermarket where she gets everything at once. However, she believes that the products are fresher at the
market and taste better. She does feel informed enough through the local newspaper, however she was
not able to use the samples, since she did not ask for it and the stall owners did not offer her a sample. For
her the market is perfect as it is: small, cozy, she feels comfortable since she knows the stall owners and
she get the consultancy she needs. She suggested some more sitting possibilities at the market, where
people can sit down and have a coffee. Moreover, she would like a more relaxed atmosphere and that the
market would be a meeting place. For Beate Rietberg turned into a modern but cozy city. It unique points
are the nature and the perfect infrastructure.

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English Abstract Interview 3 Sabine

Sabine lives since a few months in Neuenkirchen, a district of Rietberg. Due to her job she has a lazy
lifestyle and she prefers sitting at home, reading a book or just chilling at the coach. She tries to motivate
herself every now and then to go to the fitness centre because of her health issues. The only sport she
really enjoys is cycling. She says it is not to hard, most of the time you have a goal and it feels good for her
being in nature. However, she does not like it as much and she only does it because of her health.
She does her groceries during the weekend and only at the closes by supermarket in the neighborhood. She
has no high expectations towards her shopping areal, except a good range of products. She gets a
vegetable box from a farmer once a week. In this way she gets to know news products, does not have to
choose what she has to buy and gets fresh regional products, which is important for her. She doe not visit
the market regularly, since the market is not located at her way home from work, nor does she feel
motivated to go there, since she gets the same products from the farmer and supermarket. However, she
thinks that the agricultural market is small and cozy in a positive way. She believes you can get there
everything you can expect from an agricultural market. Her expectations towards the market is a small and
cozy atmosphere, quiet but still with a good fresh product range.
She enjoys going to fun and well-known events, however she does not go often since she mentions that she
is too lazy and she gets the same entertainment at home. For her, Rietberg is a small but cozy city,
especially now after the garden show in 2008. However, she thinks renting prices are too high. She
mentions especially the Lind Hotel, the Wall and the perfect infrastructure and unique location as unique
positive points.

English Abstract 4 Ulla

Ulla enjoys doing lots of sports during her leisure time. This includes walking with her friends and jogging.
She enjoys being in nature and the fitness gives her energy and a positive feeling likewise a healthy body,
which is important for her. Normally, she always takes her bike to get from A to B in Rietberg because she
loves riding her new bike and again she does it for her body. Moreover she likes to knit since she admires
the feeling to hold something in her hand, which she produced herself. Every now and then she goes to
different events in Rietberg; however that is not as much as she was used to since she has too much stress
and too many appointments. Normally she visits the Montagsmelange since she likes the different
entertainment styles and the program and artists always makes her laugh.
She does her groceries four till five times a week and normally by bike. She does not have one specific
shopping areal and it always depends on which supermarket she passes on the way. She does not go to the
market in Rietberg, because of personal reasons with the stall Knighaus where she was used to work for.
If she goes to the market, she only buys flowers and potatoes. Her expectations towards a market are fresh
products, the right product range and a good personal connection to the stall owners. Her ideas for the
market in Rietberg is a fish supplier, a stall that sells petty wares ad somebody who bakes waffles on a
regular basis. Ulla affirms that the smell on the market is important for her and that she enjoys when all 5
senses are touched. For her the market in Rietberg is a bit too small, but cozy and a meeting place.
She likes Rietberg especially because of the old houses, the city hall and the small and cozy atmosphere.
She says that the gardening show brought a totally new image to Rietberg and that the city now has a

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modern but still historic and traditional image with a great number of events. She liked the transformation
and the mixture of the new image of the city.

English Abstract 5 Anja

Anja is 25 year old, grew up in Rietberg and spend her entire life in the city. She is a very committed person
and is an active member of the carnival association of Rietbergg. There she is in a dancing group and she
trains her own group. Moreover she plays the drum in the association band. She enjoys the dancing part
because she likes being with other people, the creative part, being a kind of an actor during the dances and
the fitness. During the interview she mentions that she mostly likes the variety of the club and that you can
always have a fun time with the members. Moreover, she likes going swimming, cycling and skating
because she likes being in nature.
Normally she does her groceries on a Friday afternoon, since it is the only das for her when she has time
available. First she goes to the weekly agricultural market in Rietberg to buy flowers and vegetables. She
goes to the market because she likes the atmosphere and the fresh products. The friendly people, the
families behind the stalls and the good, fresh products are my main motivation to go the market. And of
course I work there as well, so I support my own company she says. For her it is important to support locals
and small family who are depended from their business. It gives her a good feeling and she believes she
knows that she gets fresh and good products. The rest of her groceries are done at local supermarkets,
butchers and bakeries. Her expectations towards a weekly market are friendly sellers and customers, fresh
and good products, a wide product range, good consultancy and new inspiration for recopies, meeting
people and having a talk and a natural country lifestyle in nature. Therewith she means a direct connection
to nature, so regional products, people with a healthy lifestyle and healthy products. She agrees that she
sees these aspects already at the agricultural market in Rietberg. She mentions that she misses the young
people at the market. For her the agricultural market is small but quite cozy. However she believes that
there could be a bit more.
The researcher asks her about her opinion about using the internet as communication and information tool
for the market, since she belongs to the Internet generation. She believes that it is a nice idea to inform
people about the market, especially tourists but she was not sure if she would use it herself. She mentions
that she uses an online calendar to find out, which product is in season, since she believes products taste
better when you eat them during their natural growing season.
About Rietbberg she mostly likes the old city centre with the gables and the numerous associations. She
says that Rietberg is a small but very cozy city where everybody knows everyone. She really likes that you
can see and feel the history within the city, which gives her a great atmosphere and a great living quality.
She mostly likes the bars in Rietberg since they bring live into the city and you can always get good food
and a nice drink.

English Abstract Interview 6 Thomas

Thomas,52 enjoy being in nature and doing sports. Sport is important for him to get energy, stay in balance
with his body and to stay fit. Especially warm weather and sunshine gives him a warm, comfortable feeling.
He also likes to go to bars where he meets friends in order to have a chat and to get latest news or just to

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have a nice cool beer, which is like a treatment for him after a long busy day. Socializing plays a great role in
his live and next to the bar he plays one or two times a week at cards. Next to the information exchange
during the game, he likes the strategic and logical thinking of the game. With his family he goes to different
events at the Cultura. Most of the time, these are school events where his family play part in in or of he
know the artist.
Thomas is not responsible for doing the groceries at home. Normally his wife does it, unless she writes a
shopping list for him. Then he goes to the closes by supermarket, where he gets everything mentioned on
his list and which he reaches by bike only in a few minutes.
When he thinks about a weekly agricultural market he sees a picture of old grey lady doing their groceries
with a basket, buying fresh and regional products. For him the salesmen wear a work coat. Normally, he
does not go to the weekly market since he does not do the main shopping at home and normally he is still
at work on Friday afternoons. He can imagine going to the market if the market is more modern, if he can
sit down on a comfortable cozy place in order to have a drink, a nice coffee and some cake. He likes the
surrounding of the agricultural market in Rietberg, especially with the old houses and the church. He
expects from a market a place where he can meet people. His idea for the agricultural market in Rietberg is
to include them in the project Sternschnuppe, which is a gift card in Rietberg, which can be used in many
retail stores within the city.
He mainly likes about Rietberg the familiar atmosphere and that he knows a lot of people. Moreover he
likes the sportive possibilities like the outside pool and the number of different associations. The LGS plays
an important role in his life, since he enjoys going there just to have a walk, enjoying the nature, being for
himself and getting fresh new energy.

English Abstract Interview 7 Theresa

Theresa, 22 spends her leisure time mainly in the nature and by doing sports. She pays great attention to
her health and body and sports gives her a good balance, since she works in a bureau and sits all day.
Another leisure activity for her is photographing, which she mostly does during the summer time. Here she
can relax, come down and finds her creativity. Theresa enjoys cooking as well, since she wants to pay
attention to her body. AT home she is responsible for doing the main groceries. Therefore, she goes almost
every day in order to get fresh products. She prefers going to the market, since she knows the stall owners
and trust them, that she will get fresh and healthy products. Mostly she goes by bike to the market or to
the next supermarket to do her groceries. While talking about an agricultural market she thinks about a
tradition and pleasant atmosphere. It is all regional and old school. Thats what I like she mentions during
the interview. Meeting and talking to other people at the market is for her normal and is part of a normal
visit of the agricultural market. Compared to other markets she really likes that the market in Rietberg is
quite small but that the product range is alright and satisfying in her opinion. Everybody is always really
friendly, and you already know most of the stall owners and visitors. She gets what she needs and she
knows the products are mostly from regional farmers or chosen and treated well. Theresa mentions that
she believes that a bit of catering is missing at the agricultural market in Rietberg, for example some snacks
like a sausage or a nice salad or coffee. Family plays a great role in her live and she thinks that a small
attraction for kids is needed to attract another target group as well. She thought about a carrousel or
something similar.

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Rietberg is for her a neat small city since the Gardening Show. She likes that the city is very green and
modern but still has the old buildings and history.

English Abstract Interview 8 Sina

During the Interview with Sina, she mentioned that she is very busy and has barely free time, since she
works 6 days a week and has a dog, which keeps her busy. Leisure time is for her, when she has no
appointments and she can do whatever she wants to. Then she enjoys staying in her bed, sleeping in or
doing sports and spending time with her dog. Doing sports is for her important, because as she says I
always have so much energy and somehow I need exploit. Moreover, she likes to rumlngeln meaning
doing nothing and just to have a coffee, talking and watching people. In this way she gets new information
and she can relax in order to get new power.
Every now and then she goes grocery shopping. She always takes a shopping list with her; otherwise she
gets lost and buys too much. Normally she goes to the next supermarket, since they are quite big, friendly,
and tidy and the target group is very appealing for her and she can identify herself with it. For her the
shopping area needs to be neat and cleaned. The products need to be structured, fresh and presented in an
aesthetic way. She likes to be informed about new things and get inspiration through presentation of new
products. Sina is a creative head and likes when everything that is colorful and attractive.
For her a market needs to have friendly salesmen and nice stalls. With nice stalls Sina means open, clean
and well structured stalls. She likes a certain structure within the stall and when the salesmen wear special
coats. During the interview she talks about a very traditional picture with old people who do their groceries
with wooden baskets. For her the customers have a calm and satisfied feeling; however she has never been
to the agricultural market in Rietberg, because she never felt the need or motivation to go.
By asking her, if she can imagine a nice concept for the market or if she had any idea to make the market
more attractive, she was not able to respond. By changing the topic and talking about events she opened
up and mentions that she enjoys going to events from different associations like Schtzenfest and Carnival
because she exactly knows that she will always meet people she knows. Meanwhile she also mentions that
music is very important for her, since she can let her feelings go and express herself while dancing. She also
likes the Christmas market in Rietberg, since the market and lights gives her a warm feeling. There she
mainly enjoys meeting friends and buying hand crafted products from the region. In general, Sina likes
modern and unique products. Another event she visits regularly is the illumina a lightning event within the
city centre. Here she explores the city from a different perspectives and gets to know new areas within the
city centre. She goes there with her entire family and her dog, who play a great role in her life.
In the end the researcher asked her again if she could imagine a concept for the agricultural market in
Rietberg and she mentioned that she likes the gift card Sternschnuppe and she could imagine that it could
also work for the market in Rietberg. She likes the concept since with the gift card Rietberg creates a
community and people get inspired and informed about different shops within the city.

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English Abstract Interview 9 Inge and Venti

During this interview the interviewer interviewed two people at once, since they were not open for
individual interviews and they are married since 43 year and they said the form one unity. Inge and Venti
spend their leisure time with playing cards, cycling, different associations like carnival, Schtzenfest and
hiking. Inge enjoys going on city trips with her girls and visiting cultural institutes like museums, castles but
also old traditional bars, restaurants and clubs. They are doing sports for their health and fitness. They
enjoy being together with people, since they want to belong to a group and they enjoy sharing moments
with different people and laugh with them. Being together with a group motivates them to do different
leisure activities. After a long bicycle tour with friends they enjoy to drink a beer afterwards. They see it as
a treatment after a long tour and it is a nice ending for them, where they can socialize and end the day in
a relaxed way.
Inge is responsible for doing groceries and goes two till three times a week. She goes mainly to the Netto or
Elli Centre, since they are located in the direct neighborhood and they have a satisfying product range for
her. If she is off work and if she has time, she likes to go to the agricultural market since she thinks they
have fresher products and she likes the feeling of the market. She mentions that she likes to meet people
there, talk with them and exchange information. The fresh, regional products give her a happy and fresher
feeling and she feels more connected towards the product, since she thinks they are regional and she
supports local farmers. Moreover, she enjoys getting the proper consultancy and where you can try the
products. For her and her husband smaller agricultural markets are more attractive, since they do not like
the crowd of a market. At bigger markets they miss an unfamiliar and personal feeling. During the interview
they mentioned a market in France, which had only five stalls, however for them there was a cozy and
unique atmosphere. They explain that the market fitted perfectly into the environment, that it was
decorated neatly with natural products and baskets and that it had a unique and old traditional
atmosphere, which was appealing for them. She does not like the unattractive stalls at the agricultural
market in Rietberg and thinks that they could be cleaner, decorated in a neater way and the products could
be presented more structured and neater.
Both of them like to life in Rietberg, because of the history mirroring within the old buildings but modern
atmosphere. They point out that they enjoy the different leisure offers like different associations, events
and sport possibilities. For them is Rietberg a recreation area with it nature and leisure offer, especially
after the Gardening Show. They also mention that the bars are an unique attribute for them in Rietberg and
they enjoy going there and having a drink every now and then. They feel like being a host and are proud
that Rietberg is a touristic area with the 4 star Hotel, the Gardening Show and all the city tours taking place.
During the conversation the interviewer noticed that Inge and Venti are very proud of the history of the city
and that they are very interested in it. They regret that the textile retail sector is missing in Rietberg and
that many shops stay empty within the city centre. They believe that people would come more often to
Rietberg, if the shops will have a more creative concept with great customer service. However they could
not imagine what exactly or give explicit examples. Inge mentioned H&M as a good example and wishes
that there was a H&M store in Rietberg. They said that the shop owners of the empty shops are a main
problem as well, since they are to snobby and wealthy to renovate their shops and prefer to leave them
empty before they investigate.
In the end they told about an event at the Landesgartenschau, where they liked to go to. It was a big
breakfast event, where people could bring your own food. They liked the coziness and sociality of the
event.

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English Abstract Interview 10 Eva

By asking Eva how she would describe Rietberg, she answered Frightful. She says that the inhabitants of
Rietberg are afraid of something new and changes. They stick to their old tradition and things and it is hard
for them to except new things. She says she experienced for many projects like the ne indoor swimming
pool, the Gardening Show at the beginning, as well as the Lind Hotel. On the other side she also likes
Rietberg a lot because of the great nature, the recreational atmosphere and leisure possibilities. She likes
the old neat houses and the structure of the city with its beautiful places and the fact that the inhabitants
take care of the city and houses. Rietberg has this unique charm she says, this spread nature and this
unbelievable perfet infrastructure. However, she also says that she hears more often that it is real hard for
immigrants to integrate into the city. It is easy to small talk with the inhabitants, however you always have
the feeling that you do not belong to the community. She is also not born in Rietberg, but she had no
problems to integrate since she stands too much in public with her job as pastor.
Eva likes spending her time in the nature. She grew up on the country side and she could not imagine a live
in a bigger city, since she needs calm moments in her busy live. Another hobby of her is to play music, since
she can clear her mind and finds total relaxation. Within her music she can express her feelings and it gives
her new power and energy. If she finds time, she also enjoys reading or using cultural offers like going to
the theatre or readings.
Normally Eva does her groceries once a week, during the weekend. Her shopping behavior is a habit of her
and she goes to the Turkish shop in Rietberg since she gets fresh fruits and vegetables there. She does the
rest of her shopping at the Rewe supermarket. The market was highly controversial in the media when
they reopened. Eva thought that the story behind it was very funny and incomprehensible, so she decided
to support the market. She does not go to the market because she has no time to and she always went to
the Turkish shop to do her groceries. However a typical market in her eyes is a market with a lot of fresh
fruits and vegetables from the region. She thinks the market needs to fit into the environment of the city
and to give one complete picture. She believes that the size or the uniqueness of the market is the secret of
success. For her the products within her shopping areal need to be well structured and she needs to get the
feeling that the products are treated well and that the salesmen take care of them. She wants to get and
explore new products and she enjoys walking slowly through the aisles to get inspired.
Eva believes that a great concept for the market and for the city centre of Rietberg would be to design
shops and market in a middle aged style. She things it is an unique concepts and it fits to Rietberg, because
Rietberg is known or its history and historic buildings.

English Abstract Interview 11- Irmgard

Irmgard was used to have her own chicken and game stall or over 30 years. During the interview she said
that she does not go to agricultural markets to do her groceries and that she actually never did, except to
buy vegetables and fruits. For her the products at the market need to be fresh since she prefers to have a
certain stock of different products. At a market she expects friendly and capable salesmen, who know how
to give proper consultancy. Moreover, she expects to get different and unique products, which you cannot
get at a normal store. Another points she mentions is that the salesmen should have experience in his
business and that he represent competence and shows knowledge. In this way he can do innovative thing,

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since he knows his customers and he knows what they want. And nowadays they always want to have
something new. She experienced that one-day stalls bring variety into the market and they attract new
customers and maybe a totally new target group.
Irmgard argues from her own experience that the best days for an agricultural market are Fridays and
Saturday mornings. Afternoon markets never work she says, because most of the people do their
groceries in the morning or late evening after work. But I do not know anybody who is motivated to go to
the market after work. In her opinion is the perfect place for a market an area where people can get easily
and where they can park their car close by. The surrounding does not play a big role she responses and it
is all a habit where people have to go.
By asking her, if she can imagine a nice concept for the market in Rietberg or any idea to make it more
attractive, she responses to add constantly some catering and somebody who bakes fresh waffles.
In the middle of the interview her husband entre the room and joined the dialog. He acknowledges that he
thinks that the market in Rietberg is very small, but that it I a nice meeting place for the old ladies and
where you can get fresh products.
By asking Irmgard why she thinks that the market does not work, she responds that she think that Rietberg
is quite difficult in regard with events. In her opinion the inhabitants of Rietberg first need to be convinced
about something new. Then it needs to fit into their schedule and they need to be challenged- always
something new, but still fitting to their tradition. Conny mentions that another aspect is that the products
are more expensive at the market and that it is hard, especially for elder people to carry the heavy bags
with the products.
During their leisure time Irmgard and Conny enjoy hunting, going to cultural events and going to bars, to
meet other people and to socialize.
Irmgard describes Rietberg as a neat and beautiful city with a great leisure offer, nowadays. Especially they
like the cozy atmosphere and the number of cultural bars. They enjoy sitting in a bar or caf after church to
have a drink and to socialize; however they miss a place where you can sit outside in a nice environment,
where you can have a coffee, talk and just to watch people. Moreover, they miss the textile retail sector.
Irmgards favorite place is the ice cream shop because it is in the middle of the city centre, you can sit
outside, watching people and the coffee is quite good.

English Abstract Interview 12 Wolfgang Hesse

Wolfgang Hesse is the first Chairman of the interest group of the weekly agricultural market in Mnster.
The group exists since 1983 and includes in total 100 stall owners of the market. The group is the voice of
the market and stands in direct contact with the organizer, city marketing and the public order office. The
public order office is responsible for the layout of the market and they chose the product range and stalls
for the market. For them it is important that every food sector like cheese, fruits vegetables, meat, bread
and fish are present. Wolfgangs mentions that the market in Mnster gets more and more an event
character and that more catering stalls are present (10%). They have different coffee bars, a soup supplier
as well as a Chinese stall and sausage grill are available. In this way it is possible to extend the stay of the
visitor and they buy often more things, since they feel comfortable and while they sit they often see more
things and get more inspired. The market in Mnster is a completely green market as Wolfgang responds

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and for them it is important that there are no stalls that sell textiles since they influence the green natural
image and attract a different target group.
Wolfgang mentions that Mnster has over 5000 students and a lot of small families and that the number of
citizens grows constantly. He says one of the unique points of the market in Mnster is first of all the size of
the market and the great offer of different stalls. Moreover, they are able to sell small quantity of different
products, which is not possible in Mnster at a supermarket. Wolfgang acknowledges that the city
department uses the market as marketing tool and every week they show images of the market in the local
TV News.
He gives the tip that it is really important for the market to show constancy in everything what they do. For
example if there is an event at the cathedral square, where the market takes place, the square must be
cleaned up and available every Saturday and Wednesday for the market. There is no exception. Also
constant marketing and special offers and events are important to attract people even though when the
market works for itself. In Mnster the city marketing department is responsible for activities and events
at the market. The people get used to things and there have their shopping habit, which they do not want
to change. By asking him, what he things what is important for the optimal location for an agricultural
market he responses that the location should be central and that cheap parking possibilities should be
available. Especially for the market in Mnster it is important to have enough parking possibilities for
bicycle, since Mnster is a bicycle city. A nice ambience with historic buildings and close to shopping
possibilities is also always good, since the market enlivens the city centre and the city centre enlivens the
market. Another unique point at the market is the bag stall. Here the market offers an extra service for
the customers, where they can store their bags until the late afternoon. This service is financed through
different sponsors. Another success factor, according to Wolfgang, is the choice of the right stalls. They
need to be clean, structured, friendly and show a decent innovation where people can connect with. Even
though the market is an old tradition, stall owners can look at different trends and they can try to adjust
them to their stalls and offer. Every two till three years the market organization offers hygiene training for
all stall owners.
The market in Mnster already started during the middle ages where farmers came into the city in order to
sell their products at the Victoalien Markt. They were used to have different markets like the fishmarket,
saltmarket and farmermarket. In 1900 they changed the concept and created one central market at the
cathedral. During the period of world war one and two there was a break of the market, but directly 1946
they started again in order to guarantee the local supply.
Wolfgang argues that the market should have a natural and welcoming ambiance where people can
identify with. He believes that people are seeking more and more for regional and organic products and
that should also be represented in each stall to be successful. It needs to be a place where people can relax
and meet. Most of our customers set an appointment at the market where they meet their friends, then
they do their shopping together and afterwards they go into the city centre. He underlines again, how
important it is to create a possibility at the market, where people can sit down and where they can create a
personal relationship with the product. As example he mentions a fruit stall at the market in Mnster,
where people can squeeze their own juice or decide what they want to have in their smoothies. In this way
the salesmen creates a story behind the product, which connects product and customer on an emotional
basis.

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Since a few years the market has his own Homepage, where all information about the market and each stall
owner can be found. To be on this page as stall owner they have to pay 60 per year and be part of the
interest group. In Mnster not every stall is member of the interest group.
Wolfgang sent the interviewer in the end a report with a detail analysis of the customers of the market in
Mnster.

English Abstract Interview 13 Lothar Geiler

Borco Hhn is one of the biggest companies producing retail vans for agricultural markets. During the
Interview Lothar Geisler, owner of the company explains that most important aspects of an optimal market.
First of all, Mr. Geiler is convinced that an agricultural market can enliven the city centre, if it is well
organized. He mentions that a modern and attractive market always has an event character and that fresh
food and catering plays a growing role. Also the offer plays an important role and that an agricultural
market should retain the offer of groceries supplier; however customers at the market are searching for
unique products, which are not available in a normal shop. Moreover it is necessary to create a personal
trustfulness feeling for the customer. A trend shows that customers are searching more often for regional
products with a certain value, which is naturally based and combined with feelings and emotions. It needs
to be an authentic but very natural image; this is a secret of success Mr. Geiler says.
In his opinion the organization of a market belongs to professionals, who want to earn money with the
brand or who want to use the market as marketing tool for the city or a certain area. A direct and clear
structure and task allocation are significant as well as clear goal in order that everybody works according
the same mission and goals. Only then, it is possible to create one clear image of the market. The market
can represent a specific image, which should fit with the city image and together they should form one
unity. Another relevant aspect is that the market takes place regularly and that it is not canceled because
of any event or happening. People get used to something and for them it is hard to accept and adapt to
new structures; especially for elder people, which are mainly going to the market. The infrastructure,
accessibility and location of the market are relevant topics, as Mr. Geiler says.
In his statistic most of the people go to the market in order to buy vegetables and fruits. come to buy
meat products and only 20% bread, flowers and cheese and even less people for fish.
Marketing plays a great role for any event and company, so as well for the agricultural market as he say.
Each stall and the market as brand need to be able to present themselves and their products. Only then
they stay in the customers mind. Customers also like to try products and the right presentation is
significant as well. Cleanness, perfect lightning, hygiene, structure and uniform are only a few basic
elements he mentions but for him they are of great importance and shows some pictures as negative
examples. He gives the tip to always first check the stalls and company before they get a fix spot on the
market to make sure they work properly and that they fit within the markets image.
The company is also specialized in giving trainings around the optimal market. These include customer
service, perfect presentation and mystery shopping including a detailed analysis of the market and tips and
recommendation to improve it. Mr. Geiler suggested doing this on a professional level in order to find out
why the market in Rietberg faces these problems of oozing customers.

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In the end Mr. Geiler reports about an association Gemeinsam Handeln e.V. They dispute with the topic
agricultural market as well and they created the award best agricultural market of North Rhine
Westphalia. He remembers one city who won the price because of simple elements and changes. These
started with the improvement of signage, adding catering to the market and possibilities where people can
sit and stay. Most of the time these are small elements, which most of the time have a great effect.
His motivation for his business is only of financial interest.

English Abstract Interview 15 Gnther Don

Gnther Don has his own company and sells meat products at different markets, including the agricultural
market in Rietberg. The is in the interest group of the agricultural market in Hamm where he is responsible
for strategic tasks and general information exchange with the city, city marketing, public order office and
the different stalls. He explains that the market in Hamm is organized by the city marketing department.
Gnther explains how important it is to have a good structure and somebody how is really responsible for
organization and management of the market. This topic really belongs to professional, and the topic is
extremely difficult and time intensive. He explains how the right numbers and correct analysis can help you
to decide which events or special occurrences really have the right effect on customer frequency, profit and
image. It is important to base you decisions on facts, but of course the first step is to try out different
things and to get a feeling for the customers to know their expectations and what they really want- or
better said what they attract.
For him the most significant aspect in choosing the right market for his mobile retail van is location. This
includes number of population, purchasing power, customer number and size of the market. Also the
variety of the products plays a relevant role. In his opinion a market should always be located on a central
place, optimal next to the church because people always expect a market to be next to the church because
of old traditions and habits.
In his point of view the market in Rietberg has an optimal location and he believes that a new location
would not have a greater effect on buying and customer frequency. For him the market in Rietberg is small
but neat and the relaxed ambience is perfect. The layout is also perfect. The stalls stand close to each
other and you only have a small path through it. In this way it seems to be busy even though when they are
only 10 customers. Moreover, he assumes that we are as important to enliven the city centre as well as the
city centre enlivens the agricultural market. He mentions that the retail sector in Rietberg does not work
and that is also a reason why the market does not work. It is not possible to identify Rietberg via the retail
sector()however an event image could work, and that is also what you can see as approach for now- I
mean look at the events going on here. For him is Rietberg a neat, cozy city with a great meeting character;
however he does not believe that the city centre will improve and change its image in the next few years.
As good example he mentions the market in Mnster and Detmold since they have a great visitor number,
the offer catering and they have nice cafes, where he sees people sitting for hours and just talk and enjoy
the relaxed, healthy abut lively atmosphere of the market.
As trends within the agricultural market he sees more and more often stalls offering meals, as well as
events. He mainly mentions two events: tombola of bags with products from the market and front cooking
with well known people from the area.

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In the end he mentions again, how important money and marketing is. He says he as stall owner is keen to
pay more stall fee if the return value and marketing managed and organized fro the city marketing
department fits. If you calculate correctly, we only spend 0,001% on marketing, if even. Of course we
cannot keep pace with Aldi, Edeka and co. But that is definitely a task of the city marketing department and
we as single stall do not have the power, knowledge motivation to do it.

English ABstract Interview 15 Ingrid Steffens

Ingrid is pensioner and city guide in Rietberg. She created two out of the eight tours by herself. Moreover,
she is involved in many cultural associations, like the museum and house of the local history. There she
organizes different events for locals.
Ingrid is interested in history and old stories. She likes to read and to analyze old family histories and
happenings. Her motivation is based on the satisfaction of knowledge and she likes to teach and impress
other people about our past. It is an important part of our culture and it is a reason why we are how we
are. It would be too sad to forget about it and we should always keep it in our memory.
By asking her, where she gets the inspiration for new events, she responds that most of the events she
organizes are mainly of her own interest. She also asks her visitors for new ideas, but as she says the the
inhabitants of Rietberg are very opinionated. It is difficult to satisfy they need, because they actually do not
know themselves what they want or as they always say it is good as it is and we do not want to change
anything. She acknowledges that for her that the inhabitants of Rietberg are very friendly, heimelich
(cozy), they like to celebrate and they take care of each other and form a clubby unity. The city herself is
for Ingrid the perfect recreational area, especially with the nature and the historic city centre with all these
unique stories. Her favorite story is punishment of a moneyer in the city centre because he coined wrong.
Another story she tells is about the old Jewish weekly market in 17th and 18th century in Rietberg.
Ingrid does not go to the agricultural market regularly because she prefers the spontaneous shopping and
she gets everything she needs at the supermarket. Another engagement barrier for her is the time and day
of the market. However, in general she perceives the market as a small but very cozy market where you can
get everything you need. She especially enjoys meeting a lot of people at the market and just to have a chat
and to get new information. She expects from a market a good product range including cheese, fruits and
vegetables and flowers. The atmosphere needs to be natural and personal.
In her leisure time she likes to read, sitting in the garden and enjoying nature and doing the city tours. She
likes to have everything very clean and neat, especially in her garden. Nature gives her a very positive and
energetic feeling and she likes the calm moments, where she can relax and do things she enjoys. One of her
biggest Hobby is to create photo books with old pictures showing the family tree and old pictures
connected with them.
By asking Ingrid if she has an idea for the market in Rietberg she talks about old times with the cages for
punishment and mountebank informing people about the latest news. Another thing she could imagine is
an ice cream shop at the market, because she likes ice cream and things it would attract many other
customers as well.

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English Abstract Interview 16 Klaus

Klaus is born in Rietberg and guides city tours through the bars of Rietberg volunteer basis. He tells that
mainly the inhabitants of Rietberg participated in the tour but with the gardening show and still today more
and more visitors come to the city and participate in his tour. During the tour, he and his colleagues, wear
old traditional clothes in order to bring a natural and traditional feeling into the city tour group. The groups,
as he says, are not only interested in the bars and beer they also really want to hear old stories about the
different buildings and thy want to see the city centre decorated in this beautiful lightning concept.
For Klaus are the historic city centre, the great number of bars on only 500 meters and the new lightning
concept unique points of Rietberg. When he talked about the fact that Rietberg belonged to an old shire,
he got a warm proud facial expression and it was noticeable that he likes to share his knowledge, which is
part of his culture and life.
Klaus describes the inhabitants of Rietberg now as being more open minded and not as inhibited as they
were used to before the gardening show. He says nowadays they are really relaxed, very friendly and
modern. They like to get to know new things. However, during his city tours he could not say what a group
with inhabitants of Rietberg differentiates from another group, only maybe they like to drink a bit more
and celebrate he adds with a smile.

Every now and then he goes to the agricultural market in Rietberg, depending on his time available since
mostly he needs to get ready for a city tour immediately after work. He mainly likes the fresh and unique
products he gets at the market. For him it needs to be possible to stroll over the market and get inspiration
from salesmen and products for variety in his life.
By asking him, if he has a nice idea for the market he responds that a stall for marketing purposes for the
city would be nice as well as some catering like coffee and cake. Moreover, he talks about a farmers market
in Langenberg, a small village close by where he went to a week before. He mainly speaks about the
colorful stalls, the different associations who offered small attractions like throwing darts and the extreme
number of visitors. For him it was nice to see the community of the city, the fun people had with simple
things and people just spending time with her family and friends.

English Abstract Interview 18 Bernd Rehling

Bernd Rehling has his own graphic business, producing the local magazine Stadtanzeiger free available for
any household in Rietberg. He uses old traditional and basic techniques to produce his prints and he as a
person is a well known and well-recognized person in Rietberg. Since 1975 he reports and writes about
Rietberg and his inhabitants and was founder and member of the first trade association in Rietberg,
organizing events for public. Since December 2013 he works on the Corporate Identity of the agricultural
market in Rietberg.
One of his big hobbies was the carnival association in Rietberg because he liked the recognition and fun
within the club. Moreover he noticed that he was able to tell stories in a fun way and delight people even if
he had red hair as he says. He stopped with his active part of acting because his daughter died and he had
problems for years to find his delighted and positive life back.

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However he still organized many events during that time, since Rietberg had an enormous local value for
him and with his creativity he felt responsible to change the image and live within the city centre into a
more vibrant live.
His motivation to create the new Corporate Identity for the market was the power he got to change things
and how he could create something what people enjoy again. He explains how important a proper image
for a brand or company is and that people need to get informed about things. Things need a clear and
transparent face nowadays- in this way people feel attracted and they connect with the product he says.
He believes in the concept agricultural market and he believes that the offer and stall owners do have the
power to create an attractive market and for him it was a very satisfying feeling when he got positive
feedback from the stall owners that a bit more customers came due to his work. For him it is important that
the salesmen are able to sell their products properly in a friendly and clean environment, so that the
customer builds up trust into the products, stalls and the market as brand. He mentions that customer get
an overload of information and products nowadays. Therefore it would be important to offer something
unique and excellent service where people get more than only he product but an emotional bond.
Mr. Rehling describes Rietberg as a modern and open after the gardening show. The inhabitants enjoy
celebrating, the like events, they like associations, they like local-community, they like organizing thing for
the city and volunteering, being creative, standing under challenge, they like to experience- even though it
always takes a bit until they accept things he enumerates. In his opinion Rietberg has a very natural
humorous side and they know and enjoy entertaining people.
During his career he noticed that the inhabitants of Rietberg mainly enjoy events which have a local, downhome and comprehensible character, which the certain experience kick. For him, the visitors need to have
the opportunity to create things themselves and to have enough space for their own personality and wants
within the event.
He underlines more often how proud he is of his city and that he had the possibility to show visitors and
tourists, how beautiful, neat and attractive Rietberg is. Especially the extreme leisure offer with bicycle
possibilities, nature, swimming and all different kind of clubs seem to be very important for Mr. Rehling,
since he repeats them several times.
For him is the market a small but cozy meeting place, which only misses a few elements to make it more
attractive and which create an experience. While discussing my ideas and concepts he agrees that catering
and sitting possibilities are needed at the market and that they would add great values to the brand.
However, he underlines how important it is that the customers remains this natural, regional and unique
image of the products and that the salesmen are able to sell the product with an emotional story that
touches customers so that they build up a personal relationship with the product, stall and market.

English Abstract Interview 18- Marlis

Marlis s a city guide i Rietberg and by asking her how she perceives the inhabitants of Rietberg she answers:
we woke up of the sleeping beauty. She explains that the citizens like it small but cozy and they would be
especially important for the market as well. For her it is a place where you meet people and where you can
chat. She describes the inhabitants first of all a bit shy and obstinate, but if you do the first step they are
very broad-minded. They are always very friendly and of course they love to party and celebrate she says.
Acknowledging the great number of events and that people enjoy participating, also actively for the

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organization. Moreover, is Marlis convinced that the inhabitants are always seeking for new knowledge and
information, she supports her statement with the fact that Rietberg already had very early a higher school
system, a pharmacy and doctors. For her Rietbergs unique point are the old bars and great history.
Marlis goes almost every Friday to the market, except the weather is bad. If she goes she has her specific
stalls where she goes to, where she can buy products, which she cannot get at the supermarket. She enjoys
the fact that she knows everyone at the market and that the fact that everyone is interested in having a
chat and are interested in exchanging recipes. In her opinion is the agricultural market perfect as it is and
underlines how important it is for her not to have any textile stall on it. She expects from the market that is
stays as it is small, cozy, fresh and unique products, a place where you can park close buy - to drink a
coffee and to chat with people. She could only imagine an organic stall and extra service that the market
delivers heavy products like potatoes and eggs home.
Normally, Marlis does her groceries two times a week with her husband. Then she needs to write down
what she need, otherwise she will forget it. For her it is important to stay in Rietberg and do her groceries
and shopping here because she things it is sais that the textile retail sector does not work in Rietberg and
that there are a lot of empty shops in the city centre. For her it is important to get fresh products o good
quality. She grew up at a farm so she believes that she is an expert in the field of food, especially meat. She
expects the right product range from her shopping areal and that salesman can give you the proper
consultancy she needs. She likes to get inspired for new products and recipes and enjoy try out different
things.
Marlis could image to have a spot at the market where people can sit down and have a coffee. Then she
would stay longer and she could even chat more she says with a smile. Moreover, as she already said
would be a delivery for her products, which are too heavy to carry.
In the end she mentions that she did once an extra city tour for the Christmas Market, which takes place at
the same location as the agricultural market. The tour was very interesting because I told about the old
buildings around the area and in the end we ended up at the Christmas market she tells maybe that could
be an idea to do it for the agricultural market as well?!

English Abstract Interview 19- Georg Tlle

Georg Tlle was one of the members who created the first trade association Rietberg, responsible for
creating different events within the city centre in order to enliven the city centre again. He has his own
shoe retail shop within the city centre and he thought before he will lose his business because of the dead
city, he wanted to change something and volunteered himself for different projects. One of their projects
was the launch of the agricultural market in Rietberg, which should take place one a week on a Friday
afternoon, since most stalls and retail vans were available at that time.
At that time the trade association was seen as a competitive association from the city centre and first they
did not get a lot of attention and were not taken seriously. However, for Mr. Tlle it was clear that the
political and organizational structures had to change in order to preserve the city from its extinction.
By starting the organization of the market, the main goal was to get as many stalls and retail vans as
possible. They thught the onl way to get the attention from citizens and neighboring cities was to think big.

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Therefore they ask many mobile retail vans in neighboring cities as well as locals. Moreover, each
businessman in Rietberg with his own shop got a stall at the market to sell his products there.
For him Rietberg is a very closed minded city and they had to fight about everything a lot with the major
and the Christian political party who had a great influence. They got no support at all, however they knew
something had to change within the city centre and they believed in their idea. For Mr. Tlle is Rietberg
nowadays a beautiful neat city and the unique point about Rietberg are for him definitely the historic
buildings. He describes the inhabitants with a negative undertone as people how love to chat. They tend to
position and think about everything first in a very negative way, and they first need to be convinced about
things- they just like to gossip he says without trying to sound too negative. However, he explains that they
enjoy going to events and going outside and that was the reason why the trade association was able to
bring live into the city. Another strong point of the inhabitants is the great number o association and
volunteer work. However, he believes that if Rietberg and different projects want to be successful people
need to stop thinking in this traditional association politic and be more open and willing to help even
though if they have to pay or offer up more than others do.
His expectations towards the agricultural market are that it gets a bit more stalls and that a cozy touch is
added where people can sit down like in a caf or restaurant.

English Abstract Interview 20 Andreas Sunder

For Mr. Sunder is Rietberg a pleasant city with an historic and charming city centre. For him the city is an
excellent example that modern and old fit perfectly together. The city was able to use the historic
buildings, for modern activities, mainly restaurants and bars, which gives the city a very gemtliche cozy
city. He identifies the brand Rietberg as modern meats history, which is for him the main unique point.
Moreover, he added that the recreational area in Rietberg plays a significant role. The Gardening Show, the
river Ems and the cultural offer are in his eyes unique for the region and attracts yearly a great number of
visitors. He also mentions the other districts of Rietberg, who have a well working village community.
Mr. Sunder describes the inhabitants of Rietberg as being down-home, engaging and trustworthy.
However, he also mentions the conservative side and discerningly critical. They are also really committed
and involved in different projects, which is really exemplary he says.
The agricultural market in Rietberg is for him something historic, and he believes that the market belongs
into the historic city centre. The agricultural market is meeting place and is an important event to
stimulate urban city live. Next to the food retail, has the agricultural market a significant social component,
where people meet and chat or gossip.

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19. Value Description

5. Gemtlichkeit
Gemtlichkeit means an atmosphere of comfort, peace, acceptance and
heart and can be expressed by the English mood. In the movie The Jungle
Book from 1967 the song The Bare Necessities explains Baloo how a
bear can rest at ease with just the bare necessities of life-consider trying
Gemtlichkeit. Kurt Gross (2013) explains the term as follow MY mom
was German and she and her family would raise their mugs to toast to the
wonderful time everyone had being together () was an especially fun time with friends in laughter and
good, stimulating conversation, someone would proclaim Gemtlichkeit to acknowledge what as special
time we all had.
6. Entertainment
Entertainment is the form of activity that holds the attention and interest
on an audience or gives pleasure and delight. People can have different
preferences in entertainment, depending on their interest and culture. The
audience turns a private recreation or leisure activity into entertainment,
whereas they play a passive role. The experience of being entertained of
the interviewees is strongly associated with amusement and a common
understanding of it. It is the idea of having fun and laughter.
7. Belonging
The value belonging has its roots in finding acceptance and inclusions of other
humans. The word can have different meanings including:

Being classified with

Be suitable or acceptable
To be a member of a group
To fit into a group naturally
To be part of something
Possessions

Belonging in this sense means feeling part of something rather than belonging or possession. A sense of
belonging means you feel that a person is at a right place or being comfortable among the group of people.
By belonging to a certain group or person you go into a relationship and share same values and interests.
8. Knowledge
The value knowledge includes the gathering of information through
experiences or education from things and people around us. Information
often implies a collection of facts and data, and as shown during the
research the target group prefers gaining this knowledge though
chatting and gossiping with other inhabitants in any condition of life.

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20. Value Categorization Target Group

(16 Interviews= Target Group+ Rietberg Experts))
Entertainment (15)
Pleasure (13)
Amusement (6)
Balance (2)
Fitness (8)
Relaxation (1)
Quietness (4)
Recreation (6)
Reliability (2)
Belongingness (16)
Freedom (2)
Fun (10)
Calmness (3)
Happiness (7)
Security (4)
Health(11)
Hospitality (4)
Comfort (4)
Commitment (2)
Socializing (15)
Cleverness (3)
Intelligence (5)
Knowledge (10)
Joy (8)
Creativity (2)
Learning (11)
Support(3)
Teamwork (6)
Logic (6)
Traditionalism(7)
Gemtlichkeit (15)
Education (8)
Enjoyment (11)

! Entertainment: pleasure, amusement, fun,

happiness, joy, enjoyment (10)
Traditionalism (7)
! Health: balance, fitness, relaxation, quietness,
recreation, calmness (5)
Reliability (2)
Gemtlichkeit (15)
Creativity (2)
! Belongingness: security, hospitality,
commitment, support, teamwork , socializing
(7,2)
! Knowledge: cleverness, intelligence, learning,
education, logic (12)
Comfort (4)
Freedom (2)

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21. Value Map

145

22. Research statistic German Shopping behavior

Seal
Organic
Social Responsibility
Sustainability
Beverages
Transperancy
State Rule
Seasonality
Regional
Food Value
Origin
Trust
Price
Fresh

Datenreihen1

0%

20%

40%

60%

80%

100%

Most Important Criteria for Germans to buy their Groceries (2012) (Staista, 2012)
90%
80%
70%
60%
50%
40%
30%
20%
10%
0%

83% 84% 81%

56%
52% 55%

53%

57% 58%

11% 12% 9%

Discounter

Small
Supermarkets
2008

Big Supermarkets Neighbourhood,

One man
supermarkets

2009

2010

Where do you buy your Groceries? (Staista, 2012)

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2012
Internet

2013

2%
3%
29%
27%

Health Store

33%
34%

Pharmacy

36%
40%

Organic Supermarket

47%
46%

Organic Shop
Producer

50%
54%

Butcher

53%
51%
57%
57%

Weekly Market

60%
58%

Backery

63%
64%

Discounter

84%
82%

Supermarket

Where Do you Buy your Organic Products? (Staista, 2012)

2007

>5 km

2 km - 5 km

2009

11,40%
8,10%
16,80%
23,20%
35,10%
39,10%

500m - 2 km

<500m

36,40%
29,50%

Distance for Shopping Groceries. (CIMA Monitor, 2013)

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Home

5%

Work

Commute

Others

11%

21%
63%

Shopping behavior of Commuter and their preferred Shopping Area (CIMA Monitor, 2013)

Datenreihen1
Weekly Market

1,30%

Organc Shop

1,50%

Specialised Shop
Self-Service Department Store

2,80%
4,90%

Discounter
Supermarket

33,60%
55,30%

Preferred Shopping possibility (CIMA Monitor, 2013)

148

Datenreihen1

Others

0,50%

Public Transport

3%

Bike

8,70%

Foot

26,60%

Car

61,10%

How do they get to the shopping possibility? (CIMA Monitor, 2013)

Others

Foot

1,10%
65 age

1,60%

22,90%
64,20%

0,30%
40-49 age

8,50%

15,80%
73,40%

0,00%
30-39 age

2,00%

23,10%

8,50%

65,80%

0,00%
20-29 age

34,90%

6,50%
3,10%

55,20%

1,30%
15-19 age

Car

51,90%

9,60%

2,90%

Pubic Transport

34,00%

8,40%
4,50%
0,20%

50-64 age

Bike

3,80%

14,10%

30,80%
48,70%

Who comes how? (CIMA Monitor, 2013)

149

23.

CD Transcript book

150