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Abstract

Consumers' attitude seems positive towards origin labelled products. The observation of the market's shares however lets appear a less favourable reality. The study is based on single source data. A scanned data consumers' panel is used to record purchases and preferences in mass marketing. Origin labelled products are really appreciated or rejected by consumers, but do not leave consumers indifferent. Marketing strategies thus could be conducted towards increased consumers loyalty and attraction of new consumers, but the number of consumers buying them will remain small. Hedonic ratings obtained by the preferences tests reveal that origin labelled products do not obtain the highest ratings. Efforts should thus be directed towards a better response to consumers' desires. Last, even if origin labelled products take some advantage of their identification, their image is not as good as national leaders image, so communication efforts should also be made.

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