An integrated approach to evaluate generic promotions

Liliana Meza, Ana I. Sanjuan, Maria A. Mascaray and Luis Albisu ()

No 241042, 67th Seminar, October 28-30, 1999, LeMans, France from European Association of Agricultural Economists

Abstract: Generic promotions are becoming very important in the agro-food system, either to promote a particular food product or an origin labelled product. These promotions are difficult to balance because there are private and public interests. Sometimes, there are also conflicts among private aims. In most cases, the main objective is to enhance consumption. However, there can be other purposes such as introducing local producers into the modern channels of distribution. Very rarely, evaluations are carried out despite large expenditures on promoting. In this paper, an evaluation of a generic promotion campaign undertaken in Aragon (Spain) is presented. The campaign included wine and ham with Protected Designation of Origin (PDO), a protected Geographical Indication (PG/) for lamb and a quality label (TSG) for different products. Their typical and traditional making nature as well as their high quality distinguish all of them. Data have been collected through questionnaires addressed to consumers and producing firms, and personal interviews with the distribution chains managers.

Keywords: Agribusiness; Marketing (search for similar items in EconPapers)
Pages: 9
Date: 1999-10
References: View references in EconPapers View complete reference list from CitEc
Citations: View citations in EconPapers (1)

Downloads: (external link)
https://ageconsearch.umn.edu/record/241042/files/M ... %20promotions%20.pdf (application/pdf)

Related works:
This item may be available elsewhere in EconPapers: Search for items with the same title.

Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text

Persistent link: https://EconPapers.repec.org/RePEc:ags:eaae67:241042

DOI: 10.22004/ag.econ.241042

Access Statistics for this paper

More papers in 67th Seminar, October 28-30, 1999, LeMans, France from European Association of Agricultural Economists Contact information at EDIRC.
Bibliographic data for series maintained by AgEcon Search ().