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Analysis and Market Prospects of a Traditional Calabrian Product

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  • Gulisano, Giovanni
  • Platania, Marco

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.

Suggested Citation

  • Gulisano, Giovanni & Platania, Marco, 2002. "Analysis and Market Prospects of a Traditional Calabrian Product," 2002 International Congress, August 28-31, 2002, Zaragoza, Spain 24807, European Association of Agricultural Economists.
    • Handle: RePEc:ags:eaae02:24807
    DOI: 10.22004/ag.econ.24807
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    Keywords

    Consumer/Household Economics;

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