Marketing of authenticity labelled products abroad: a study of French food products
Independent thesis Basic level (degree of Bachelor), 10 credits / 15 HE creditsStudent thesis
In the international context, promoting a "food culture" requires that the country of origin is the center of all discussions. This dimension makes sense when giving importance to the "made in" concept and to the land when consumers purchase a food product. This is especially true for French companies who are committed to developing the country image and country of origin concepts.
The purpose of this study is to contribute to the knowledge on marketing of authenticity-labeled products by finding out the motives for labeling of the producers and in another hand the marketing mix used in a national and international market.
The study is based on six interviews of representatives from producing companies located in South of France and specifically in the three regions of Midi-Pyrénées, Auvergne and Provence-Alpes-Côte d'Azur. This study is also based on a seventh interview done with the representative of a company that delivers a label.
The theoretical frame of reference has developed the motives for labeling and the four Ps of the marketing mix: price, product, promotion and place. This part has also highlighted that the marketing of French origin products at an international level is certainly trustiest on the characteristics of France and the French but also the label of authenticity is a key element.
Then, the interviewees have explained the reasons of showing a label of authenticity on their products that helps them on differentiating their products and to prove a geographical area of production and a higher quality. Later, the use of the international marketing mix by the producers is detailed.
In this study, different insights are developed about the marketing of French food products. The authenticity-labeling gives a higher value to the product thanks to induced features of scarcity, quality and luxurious image.
Place, publisher, year, edition, pages
2016. , 34 p.
country of origin, country image, international marketing mix, authenticity label
IdentifiersURN: urn:nbn:se:hv:diva-9671Local ID: EXC504OAI: oai:DiVA.org:hv-9671DiVA: diva2:951612
Subject / course