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Consumer, retailer, and producer assessments of product differentiation according to regional origin and process quality

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  • Antje Wirthgen

    (University of Hannover, Faculty of Economics and Business Administration, Institute of Economics in Horticulture, Market Analysis and Agricultural Policy, Königsworther Platz 1, 30167 Hannover, Germany)

Abstract

Regional marketing concepts can be a successful strategy for product differentiation. A research project in Northern Germany reveals the following results: consumers' stated preferences show clearly potential demand for regional food, in particular if environment-friendly produced and controlled. The main influencing factors that could be identified by means of a rank-ordered logit analysis are consumers' regional, nutrition, and environment consciousness as well as a low price sensitivity and mistrust in conventional food from somewhere else. Also some retailers indicated interest in regional marketing concepts, but rarely in environment-friendly produced food: listing of regional specialities and a seasonal offer as well as a farmer's market outlet in a shopping center. Further, farmers showed general interest in regional marketing, but not combined with environment-friendly production. Overall, one can conclude of these results, that the limiting factor for regional marketing seems to be more the supply than the demand side. [EconLit citations: Q130, M310.] © 2005 Wiley Periodicals, Inc. Agribusiness 21: 191-211, 2005.

Suggested Citation

  • Antje Wirthgen, 2005. "Consumer, retailer, and producer assessments of product differentiation according to regional origin and process quality," Agribusiness, John Wiley & Sons, Ltd., vol. 21(2), pages 191-211.
    • Handle: RePEc:wly:agribz:v:21:y:2005:i:2:p:191-211
    DOI: 10.1002/agr.20043
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    References listed on IDEAS

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    1. Verlegh, Peeter W. J. & Steenkamp, Jan-Benedict E. M., 1999. "A review and meta-analysis of country-of-origin research," Journal of Economic Psychology, Elsevier, vol. 20(5), pages 521-546, October.
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    Cited by:

    1. Bond, Craig A. & Thilmany, Dawn D. & Bond, Jennifer Keeling, 2008. "What to Choose? The Value of Label Claims to Fresh Produce Consumers," Journal of Agricultural and Resource Economics, Western Agricultural Economics Association, vol. 33(3), pages 1-26.
    2. Vecchio, Riccardo & Annunziata, Azzurra, 2011. "The role of PDO/PGI labelling in Italian consumers’ food choices," Agricultural Economics Review, Greek Association of Agricultural Economists, vol. 12(2).
    3. Frank‐Martin Belz & Birte Schmidt‐Riediger, 2010. "Marketing strategies in the age of sustainable development: Evidence from the food industry," Business Strategy and the Environment, Wiley Blackwell, vol. 19(7), pages 401-416, November.
    4. Dentoni, Domenico & Menozzi, Davide & Capelli, Maria Giacinta, 2012. "Group heterogeneity and cooperation on the geographical indication regulation: The case of the “Prosciutto di Parma” Consortium," Food Policy, Elsevier, vol. 37(3), pages 207-216.
    5. Bavorova, Miroslava & Unay-Gailhard, İlkay & Lehberger, Mira, 2016. "Who buys from farmers’ markets and farm shops: The case of Germany," EconStor Open Access Articles and Book Chapters, ZBW - Leibniz Information Centre for Economics, vol. 40(1), pages 107-114.
    6. Lea Becker & Sabine Wichmann & Volker Beckmann, 2020. "Common Reed for Thatching in Northern Germany: Estimating the Market Potential of Reed of Regional Origin," Resources, MDPI, vol. 9(12), pages 1-21, December.
    7. Bittmann, Thomas & Bronnmann, Julia & Gordon, Daniel V., 2020. "Product differentiation and dynamics of cost pass-through in the German fish market: An error-correction-distance measure approach," Journal of Commodity Markets, Elsevier, vol. 19(C).
    8. Irz, Xavier & Leroy, Pascal & Réquillart, Vincent & Solerb, Louis-Georges, 2015. "Farmers' Markets and Farm Shops in Germany: is the motivation to buy there the same?," 143rd Joint EAAE/AAEA Seminar, March 25-27, 2015, Naples, Italy 202721, European Association of Agricultural Economists.
    9. Bond, Craig A. & Thilmany, Dawn D. & Bond, Jennifer Keeling, 2007. "What to Choose? The Value of Label Claims to Produce Consumers," 2007 Annual Meeting, July 29-August 1, 2007, Portland, Oregon 9704, American Agricultural Economics Association (New Name 2008: Agricultural and Applied Economics Association).
    10. Chen, Chao-Chien & Yueh, Hsiu-Ping & Liang, Chaoyun, 2016. "Employee Perceptions and Expectations of Online Marketing Service Quality: An Investigation of Farmers’ Associations in Taiwan," International Food and Agribusiness Management Review, International Food and Agribusiness Management Association, vol. 19(1), pages 1-16, February.

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