Strategie di valorizzazione dei prodotti tipici: ruolo dei brand e dei canali distributivi

Silvia Bellini and Maria Grazia Cardinali

Micro & Macro Marketing, 2015, issue 3, 393-412

Abstract: Although Italy is the first country in the world for certified typical food products, consumers are not yet able to recognize their distinctive features. The differences between «local» and «typical» are not yet clearly understood or consistently defined. Consumers don't perceive the authenticity of the denomination of origin and the value of European Certification (Dop, Doc, Igp). Such situation worries marketers operating in agricultural food chain who are interested to understand which strategies to implement in order to improve consumer knowledge. A proper understanding of the value of typical food products is a prerequisite for implementing effective marketing strategies and supporting a premium prices for these products. The purpose of this paper is to investigate consumers' perception of typical food products in order to understand which role brands and distribution channels may have in decisions' making process. This study provides retailers and manufacturers with a depth knowledge on what shoppers value today and how to better promote and support typical food products.

Keywords: Typical Food Products; Brands; Distribution Channels; Communication; Value; Authenticity. (search for similar items in EconPapers)
Date: 2015
References: Add references at CitEc
Citations:

Downloads: (external link)
https://www.rivisteweb.it/download/article/10.1431/81833 (application/pdf)
https://www.rivisteweb.it/doi/10.1431/81833 (text/html)
Access to full text is restricted to subscribers

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:mul:jyf1hn:doi:10.1431/81833:y:2015:i:3:p:393-412

Access Statistics for this article

Micro & Macro Marketing is currently edited by Dario Romano

More articles in Micro & Macro Marketing from Società editrice il Mulino
Bibliographic data for series maintained by ().