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With influences on aspects of food choice originating from a number of sources and investigation requiring multidisciplinary considerations, more qualitative methods have proved effective in offering some insight into the changing role of food. These methods are particularly useful when...
Agricultural products are generally characterised by their commodity status. After years of poor returns, the New Zealand kiwi fruit industry developed the ZESPRITM branding program in an attempt to position New Zealand kiwi fruit as an upmarket fruit category that appealed to today's consumers....
After a number of years of advertising efforts aimed at sustaining the brand Invernizzi, in 2000 Kraft decided to focus its marketing efforts on sales growth. Its portfolio is composed of four different categories of fresh cheese; three of them are traditional Italian products (Mozzarella,...
Considers the topic of food retailing in rural areas, a subject that has been barely researched of late. This is achieved through a case study of the Uist chain in the southern Western Isles of Scotland. Although there has been previous work on food retailing in this area, this has largely been...
The study of consumers' motivations, attitudes and preferences are of great importance for marketing strategy definitions when considering protected designation of origin (PDO) cheeses. Previous research, a survey on PDO cheese retailers, and in depth interviews with PDO cheese producers showed...
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