Work

Fruit Branding: Exploring Factors Affecting Adoption of the New Pear Cultivar ‘Angelys’ in Italian Large Retail

Year: 2015

Type: article

Abstract: ‘Angelys’ is a new brand of pear cultivar, produced and marketed under the trademark license model called “Club variety.” The main aim of this article was to evaluate factors triggering a potential interest in Italian large-scale retail regarding the marketing of ‘Angelys’ and how large-scale retailers would exploit it to enhance their market potential. An explorative analysis approach was applied via in-depth, semi-structured qualitative interviews with major Italian large-scale retail fruit purchase managers. The results show that although sensory properties, handling features, and Italian origin are highly appreciated by professional customers, the need to sell at a premium price might limit the interest of retailers for this new variety. Finally, implications and recommendations for academics and operators are discussed.

Source: International Journal of Fruit Science

DOI: 10.1080/15538362.2015.1108894

Authors: Daniele Asioli, Maurizio Canavari, Luca Malaguti, Chiara Mignani

Institutions: Nofima, Norwegian University of Life Sciences, University of Bologna, Wageningen University & Research

Language: English

Topic: Consumer Market Behavior and Pricing

Subfield: Marketing

Field: Business, Management and Accounting

Domain: Social Sciences

SDG: Zero hunger

Open Access status: bronze

Funder: Regione Emilia-Romagna