POSSIBILITIES OF POSITIONING THROUGH DIFFERENTIATION OF PRODUCTS FROM THE PROCESSING OF OLIVE TREE FRUIT

Marieta Stefanova ()
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Marieta Stefanova: Naval Academy "N. Y. Vaptsarov", Varna
Authors registered in the RePEc Author Service: Мариета Стефанова

SUSTAINABLE LAND MANAGEMENT - CURRENT PRACTICES AND SOLUTIONS 2019 CONFERENCE PROCEEDINGS, 2019, issue 1, 163-172

Abstract: This study analyses the possibility of differentiation in the supply of different types of products from the processing of the olive tree fruit in order to make them more appealing to the target audience. Possibilities have been identified to distinguish the business from other market participants and to better position it on the market through cost leadership or differentiation of product quality. An analysis has been conducted of a product differentiation method applying five factors facilitating the positioning of the brand to achieve better satisfaction of consumer preferences and earn the consumers' loyalty. It was found that in the examined product category the factor contributing to the greatest degree to product differentiation is the adopted assortment policy. This is an expert method that can be successfully applied to other product categories.

Keywords: quality; product differentiation method (search for similar items in EconPapers)
JEL-codes: L66 Q18 (search for similar items in EconPapers)
Date: 2019
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Persistent link: https://EconPapers.repec.org/RePEc:vra:pr1911:y:2019:i:1:p:163-172

DOI: 10.36997/SLM2019.163

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