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How well do food retailers know their customers? The case of mountain food products in Europe

Author

Listed:
  • Virginie Baritaux

    (Territoires - Territoires - INRA - Institut National de la Recherche Agronomique - AgroParisTech - VAS - VetAgro Sup - Institut national d'enseignement supérieur et de recherche en alimentation, santé animale, sciences agronomiques et de l'environnement - IRSTEA - Institut national de recherche en sciences et technologies pour l'environnement et l'agriculture - UCA [2017-2020] - Université Clermont Auvergne [2017-2020])

  • Cleo Tebby

  • Cesar Revoredo-Giha

Abstract

The issue of how well retailers predict consumers' preferences and requirements for food products has seldom been examined in literature. This paper deals with this issue focusing on the specific case of mountain food products (MFP) in Europe. Due to consumers' imperfect knowledge of MFP and the absence of an official definition of these products, retailers are surrounded with uncertainty about how to market these products and especially about how consumers perceive and assess MFP. In this paper, we analyse retailers' perceptions as regards MFP and the extent to which they match consumers' views. Results reveal that retailers' perceptions differ by country. They also show that retailers associated with 'alternative' supply chains seem to have a more accurate perception of consumers' preferences as regards MFP.

Suggested Citation

  • Virginie Baritaux & Cleo Tebby & Cesar Revoredo-Giha, 2011. "How well do food retailers know their customers? The case of mountain food products in Europe," Post-Print hal-05501342, HAL.
    • Handle: RePEc:hal:journl:hal-05501342
    DOI: 10.3920/JCNS2011.x198
    as

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