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The Promotion and Marketing of Qulaity Products from Disadvantaged Rual Areas.
McDonagh, Perpetua; Commins, Patrick
End of Project Report This report is based on work undertaken as part of a collaborative research project involving a number of European centres, under the EU’s FAIR programme (FAIR 3-CT96-1827), and directed by Professor Brian Ilbery at the Department of Geography, University of Coventry, UK. The present study was part of a project co-funded under the EU’s Fifth Framework Programme. The project was concerned with 12 ‘lagging rural regions’ in six countries of the EU and, specifically, with the strategies, structure and policies used to support the successful marketing and promotion of quality products and services in these regions. Its aims were: – to identify current marketing strategies and promotional activities among small and medium enterprises (SMEs) with special reference to the use of regional imagery in marketing quality products and services; – to explore consumer perceptions in relation to the purchase of quality products and services from specific lagging regions; – to identify the strategies and practices of the main institutional structures (e.g., local authorities, development agencies, marketing organisations) in supporting the marketing of quality products and services; – to bring forward ideas for the future development of regional quality products and services. European Union
Keyword(s): small and medium enterprises (SMEs); Marketing; Product quality; Speciality foods; Consumer behaviour; Support agencies; Policy
Publication Date:
2017
Type: Other
Peer-Reviewed: Unknown
Language(s): English
Institution: Teagasc
Publisher(s): Teagasc
First Indexed: 2019-07-31 07:12:14 Last Updated: 2019-07-31 07:12:14