The organic food market in Austria is characterized by a growing demand and a great number of distribution channels. Therefore, an adequate understanding of consumer behavior and target-based marketing strategies improve the competitiveness of retailers. This master thesis centers on small retailers in the organic market sector in Vienna (sales area of 100 m2) and applies a consumer analysis as well as market segmentation. Based on a literature analysis on market segmentation and consumer attitudes towards organic food, a standardized questionnaire was derived. Thus, a survey of 199 respondents was conducted. The empirical study involves univariate and bivariate statistical evaluation methods as well as cluster analyses to identify target groups. The results of the descriptive analysis show that the customers of small organic shops in Vienna are mostly middle-aged, well educated women living in one- or two-person households without children. In addition, these frequent customers can be described as highly involved, satisfied with the product assortment and services and loyal. Employing cluster analysis, three target groups of customers of small organic retailers in Vienna have been identified: ‘curious frequent customers (Cluster 1), ‘frequent customers with low information needs (Cluster 2) and ‘passive occasional customers (Cluster 3). Cluster 3 can be described as the youngest target group with an average age of 40 years, with a high social status and low involvement in organic food in general. Customers in Cluster 2 show little interest in certain retailer services such as product tastings or clear pricing. The curious customers in Cluster 1 are characterized by their high interest in competent advice by salespeople as well as their great interest in precisely labelled product- and price- information. Overall, customers of small organic retail shops in Vienna put strong emphasis on local and seasonal food.