Regional Products As Part Of The Growth Of The Country'S Competitive Advantage

In the eyes of consumers, each and every product has some kind of origin (be it country, region, continent). The image of the place of origin influences the assessment of products and brands (brand image) they come from. Traditionally, consumers extrapolate the characteristics of the country and its inhabitants on the characteristics of the product. Products, whose names indicate the place of origin, are witnessing an increasing popularity. When buying such a product, the consumer identifies themselves with the country/region of its origin. Regional products are often rediscovered, being stumbled upon by accident, only so that the consumer can later make an effort and try to actually find them in other retail outlets. Specific qualities of regional products, especially traditional foods, determine their uniqueness and authenticity, as well as the fact that they are purchased more likely as compared to mass products. Research on consumer behavior in the market of regional products, conducted among Polish citizens, indicate that these products are readily bought. Regional products, not only food, are also a great opportunity to show and promote the country of their origin. This article presents the results of the research on consumers' attitudes towards regional products, which was conducted in May 2009 and February 2014 among Polish citizens. Furthermore, the article will include the comparison of attitudes towards regional products between consumers from Poland and other European countries.