Analysis and Market Prospects of a Traditional Calabrian Product

Giovanni Gulisano and Marco Platania

No 24807, 2002 International Congress, August 28-31, 2002, Zaragoza, Spain from European Association of Agricultural Economists

Abstract: The strategies for exploiting typical production represents a theme of great interest, above all in the measure in which exploitation brought about via adequate marketing strategies allows these products to shed their anonymity. This paper constitutes a contribution in this direction, since it analyses the potential of a traditional product ('Nduja) using multivariate analysis techniques on a sample of consumers, identified by a specific market research survey. This made it possible to define the main characteristics of the type of consumer of this product and to define suitable market segmentation strategies.

Keywords: Consumer/Household; Economics (search for similar items in EconPapers)
Pages: 17
Date: 2002
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Persistent link: https://EconPapers.repec.org/RePEc:ags:eaae02:24807

DOI: 10.22004/ag.econ.24807

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