Vilka mål och behov har olika typer av skogsägare kring sitt skogsägande?

Abstract: The NIPF (Non Industrial Private Forest) owners in Sweden have very differentiated goals and needs with their forest. They have different backgrounds and some of them live at their forest estate while other live in an urban environment, and some are economically dependent on their forest estate while others are not. The heterogeneity among these forest owners creates problems for market actors that want to aim marketing messages to catch their interest. This is the problem background to the task that was provided to us as an investigative masters thesis for us. Their request was a plan for ensuring a successful marketing towards different segments of the NIPF owners. We commenced with a literature study based on market information and previously carried out similar investigations. We summarized the most important market information from the literature and created some hypotheses regarding goals and needs of the NIPF owners. The following step was to test these hypotheses through a questionnaire, which was sent to 500 random chosen forest owners. When we received the questionnaires, we calculated a mean value on important indicators that could serve as a basis for market segmentation. Then, we chose groups among the NIPF owners that we considered to be of particular interest, for example urban living forest owners, forest owners with a certain amount of hectares and so forth. After that, we investigated if there were any significant difference between the chosen groups and the mean value of all the NIPF owners. The results are illustrated in diagrams. From our empirical results and the literature review we created a model for different segments of the NIPF owners. Each of these segments got a suggested marketing plan. Our results show that the forest owners are interested in a complete package of services with high quality, which they can affect. They are also interested in a forest management plan, forest planning and good forest consulting as well as education in silviculture, nature conservation and tax management. The over all objective can be summarized as managing the forest in a way that protects the nature but also gives a good economic income. This also includes conserving the forest resources for coming generations. The forest owners considered it important that their contact person at the forest company is competent, easy to contact and have possibilities to provide forest consulting as well as giving a fast and safe payment. The segments we discovered among the forest owners are briefly described in the following four segments: Segment 1. Urban living owners, part owners, 45 years and younger, absentee proprietor 51- 150 ha and absentee proprietor > 150 ha. This segment is more interested in forest services, education and planning than the average forest owner. The economic yield is often not the primary goal and nature conservation is in general important to these forest owners. The segment isn't very price sensitive, probably because the forest incomes are of little importance for the families' economy as a whole. Segment 2. Forest owners living at their forest estate > 150 ha and farmers. This segment is more interested than the average forest owner to buy services, but less interested in planning as well as education. The important goals in this segment are good economic yield and increased growing stock on the estate. The less important objective is nature conservation. Segment 3. Single owning men, 61 years and older, forest owners living at their forest estate 51-150 ha. This segment is less interested than the average forest owner to buy forest services, planning as well as education. The important goals are high economic yield, the feeling of ownership as well as conserving the forest for coming generations. Segment 4. Single owning women. The segment, single owning women, are more interested to buy forest services as well as forest help with planning. Goals that have little importance are the feeling of ownership, fishing/hunting, fuel wood and possibilities to work in the forest. Their needs are seen in a wish for a forest partner that offers quality services, good forest consulting as well as a complete package of forest services.