La linea commerciale Vivi Verde Coop : andamenti, diffusione e prospettive future

Brasili, Cristina ; Marchese, Aldo ; Barducci, Lucia ; Masotti, Matteo (2013) La linea commerciale Vivi Verde Coop : andamenti, diffusione e prospettive future. Bologna, IT: Dipartimento di Scienze Statistiche "Paolo Fortunati", Alma Mater Studiorum Università di Bologna, p. 51. DOI 10.6092/unibo/amsacta/3637. In: Quaderni di Dipartimento. Serie Ricerche ISSN 1973-9346.
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Abstract

Social, cultural and demographic changes due to economic growth lead to changes on food production patterns. Increased instruction levels, strong urbanization and consequent depopulation of rural areas, increased number of working women, increased wealth of families, growth and differentiation of food demand led to deep innovations in consumers priorities and choices: consumption behaviors are now more focused on food safety (search for secure, healthy and even biological food) rather than food security (the problem of food scarcity no longer affects the developed countries). Food producers and distributors, in particular large scale distribution, gradually adapted their strategies to meet the emerging consumers’ preferences. In this paper we analyze the brand management strategy ViviVerde” pursued by Coop and, with an analysis of the demand elasticity of the food products sold with the ViviVerde label (eggs, milk, fresh cheese, pasta, fruit juices) from January 2010 to May 2012.

Abstract
Document type
Monograph (Working Paper)
Creators
CreatorsAffiliationORCID
Brasili, Cristina
Marchese, Aldo
Barducci, Lucia
Masotti, Matteo
Keywords
Brand Management, Elasticita’ Della Domanda, Marketing, Biologico, Comportamento Del Consumatore Brand Management, Elasticity Of Demand, Marketing, Organic, Consumer Behaviour
Subjects
ISSN
1973-9346
DOI
Deposit date
23 Jan 2013 07:43
Last modified
29 Jan 2013 09:48
URI

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