Record Details

Strategies of Diversification and Brand Extension in SME Food Companies: Which Factors Might Affect the Impact of Consumers’ Preferences

International Journal on Food System Dynamics

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Field Value
 
Title Strategies of Diversification and Brand Extension in SME Food Companies: Which Factors Might Affect the Impact of Consumers’ Preferences
 
Creator Riganelli, Chiara
Marchini, Andrea
Polenzani, Bianca
Martino, Gaetano
 
Subject brand extension; local food company; food group; consumer survey; logit model
 
Description The purpose of the research is to evaluate the brand extension strategy of SMEs food companies, through the analysis of the consumers' response. The research analysed the case study of a food processing cooperative, “Gruppo Grifo Agroalimentare”, which diversified its production through the acquisition of new SMEs companies. Through an hypothetical brand extension of the products, the goal is to study which factors would affect the acceptance and the purchasing of the extension. The results drive allow the SMEs food companies to know the needs of new consumers and to be able to meet these needs, both in terms of distribution and in terms of offer.
 
Publisher CentMA
 
Contributor —
 
Date 2018-03-29
 
Type info:eu-repo/semantics/article
info:eu-repo/semantics/publishedVersion
—
 
Format application/pdf
 
Identifier http://centmapress.ilb.uni-bonn.de/ojs/index.php/fsd/article/view/922
10.18461/ijfsd.v9i2.922
 
Source International Journal on Food System Dynamics; Vol 9, No 2 (2018); 127 - 137
1869-6945
 
Language eng
 
Relation http://centmapress.ilb.uni-bonn.de/ojs/index.php/fsd/article/view/922/749
 
Rights Copyright (c) 2018 International Journal on Food System Dynamics