The perceived traditionality of a food product: an approach by the grounded theory

Georgina Gonzalez-Hemon (), Jean-Marc Ferrandi () and Gaëlle Pantin-Sohier ()
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Georgina Gonzalez-Hemon: GRANEM - Groupe de Recherche Angevin en Economie et Management - UA - Université d'Angers - AGROCAMPUS OUEST - Institut National de l'Horticulture et du Paysage
Jean-Marc Ferrandi: ONIRIS - École nationale vétérinaire, agroalimentaire et de l'alimentation Nantes-Atlantique, LEMNA - Laboratoire d'économie et de management de Nantes Atlantique - IEMN-IAE Nantes - Institut d'Économie et de Management de Nantes - Institut d'Administration des Entreprises - Nantes - UN - Université de Nantes
Gaëlle Pantin-Sohier: GRANEM - Groupe de Recherche Angevin en Economie et Management - UA - Université d'Angers - AGROCAMPUS OUEST - Institut National de l'Horticulture et du Paysage

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Abstract: To understand the concept of traditionality a literature review was conducted in management sciences, humanities and social sciences. By the method of Grounded Theory we propose the structuring of the concept of perceived traditionality of a food product. This concept consists of four dimensions: processual, identity, dynamic and experiential. On the theoretical level, these findings allow to specify what is perceived by consumers as traditional. From a managerial point of view, knowing the perception of the traditionality of a food product could help this type of product to become more competitive on the market.

Date: 2018
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Published in European Marketing Association Conference (EMAC), 2018, Glasgow, United Kingdom

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Persistent link: https://EconPapers.repec.org/RePEc:hal:journl:hal-01963284

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