Charakterystyka marketingu regionalnych produktów żywnościowych we Francji – wyniki badania
The characteristics of marketing regional food products in France – research results

Summary/Abstract: This paper presents the most important results of our questionnaire survey on marketing strategies concerning offering products of origin in France. The study encompassed 466 entities which have obtained a quality sign registered in the INAO database. Producer organizations established to manage collective brands referring to the area of origin prevail in the research sample. Obtaining a quality sign had a positive impact on the situation of enterprises. Over 3/4 of our respondents indicated that adopting a quality sign caused the formulation of a new marketing strategy. A vast majority of the study subjects also confirmed positive effects of collective brands like quality signs in the field of higher credibility and recognition of producer own brands. The respondents pointed out that the most important determinants of the competitive advantage of their offer were as follows: the taste of their products, quality guarantees, including certificates and signs, as well as emphasizing the identification of a given product with its area of origin.

• Details
• Contents