Kamut® is a special durum wheat variety with distinctive marketing characteristics that include nutritional/health aspects, ethical/environmental issues, and organic production method considerations. Italy is one of the most important markets in the EU for Kamut-based products. Kamut® is imported and sold primarily in specialized food stores. The main objective of this paper is to evaluate the potential interest of Italian large-scale retail chains in marketing this type of products and how large-scale retailers could extend their market potential. An explorative analysis approach was applied via in-depth, semi-structured qualitative interviews with Italian large-scale retail buyers and marketing managers. Both a heuristic and a quantitative content analysis of the interviews, and conceptual mapping were performed on the transcripts. The results allow highlighting motivating and limiting elements associated with trade implications.

Evaluation of the Potential Interest of Italian Retail Distribution Chains for Kamut-Based Products

CANAVARI, MAURIZIO;LOMBARDI, PAMELA;SPADONI, ROBERTA
2010

Abstract

Kamut® is a special durum wheat variety with distinctive marketing characteristics that include nutritional/health aspects, ethical/environmental issues, and organic production method considerations. Italy is one of the most important markets in the EU for Kamut-based products. Kamut® is imported and sold primarily in specialized food stores. The main objective of this paper is to evaluate the potential interest of Italian large-scale retail chains in marketing this type of products and how large-scale retailers could extend their market potential. An explorative analysis approach was applied via in-depth, semi-structured qualitative interviews with Italian large-scale retail buyers and marketing managers. Both a heuristic and a quantitative content analysis of the interviews, and conceptual mapping were performed on the transcripts. The results allow highlighting motivating and limiting elements associated with trade implications.
JOURNAL OF FOOD PRODUCTS MARKETING
Canavari M.; Lombardi P.; Spadoni R.
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Utilizza questo identificativo per citare o creare un link a questo documento: http://hdl.handle.net/11585/60600
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