Since 2014
The Positioning Analysis of Premium Food Brands in the Romanian Market
International Journal of Economic Practices and Theories
View Archive Info| Field | Value | |
| Title |
The Positioning Analysis of Premium Food Brands in the Romanian Market
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| Creator |
Shakhshir, Ghassan
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| Subject |
Marketing
positioning, premium, food products, Romania, canned food M31 |
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| Description |
This study presents a literature review supported by a recent empirical research on the positioning of premium food products in the Romanian market, how these brands are seen by Romanian consumers, what is the effect of the economic crisis on the consumers' positioning perceptions and the trends of retailers in developing premium private labels.Romaniais now at the beginning of its opening towards the external markets compared to the other western countries, whether in the European Union orNorth America. Therefore the consumer has only recently come in contact with different types of brands for the same product situated on different positioning levels. The article aims to track the positioning perception developments towards premium food brands. In order to reach this aim I will start my study by analyzing the literary support on premium food products around the world and comparing it with the trends inEuropeand finally with the Romanian perspective. I then continue by examining the declaration and communication strategy of premium food brands in the Romanian market and lastly analyze the development of premium private labels on the local scale.The main results will show that, following the economic crisis, consumers tend to buy brands situated on a stable positioning level, but are constantly looking for promotions for premium brands. Another result is the promotion and the orientation towards premium retailer private labels.
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| Publisher |
International Journal of Economic Practices and Theories
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| Contributor |
—
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| Date |
2014-02-01
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| Type |
info:eu-repo/semantics/article
info:eu-repo/semantics/publishedVersion Peer-reviewed Article |
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| Format |
—
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| Identifier |
http://www.ijept.org/index.php/ijept%20/article/view/The_Positioning_Analysis_of_Premium_Food_Brands_in_the_Romanian_Market
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| Source |
International Journal of Economic Practices and Theories; Vol 4, No 2 (2014): Special issue on Marketing and Business Development; 206-213
2247 – 7225 |
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| Language |
eng
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| Relation |
http://www.ijept.org/index.php/ijept%20/article/view/The_Positioning_Analysis_of_Premium_Food_Brands_in_the_Romanian_Market/123
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