European Consumer Attitudes towards Organic Rice and Tapioca: Focus Groups Results

This study refers to the research field of marketing analysis for the introduction and promotion of innovative products. During an initial phase, the problem is usually dealt with by means of qualitative investigations, as these allow ideas and solutions to be formulated regarding products or services that are entirely new or little known, homing in on the problem and generating suggestions for further exploration of the questions involved. The study carried out thus usually represents the first phase of market research activities. Some prospects for the growth of Thai organic rice and Tapioca within the European market are evident, even if these prospects probably depend on the adoption of a differentiate marketing strategy between the various large scale retail distribution chains where the most part of European consumers buy food products. Sometimes it is also important the contribute of Asian specialized shops that could promote to diffusion of these typical products. This survey with only a qualitative approach highlighted elements of particular interest which certainly ask for further study. These elements will also allow producers to plan a marketing offer which corresponds to the needs of those consumers who are moved by curiosity, research of innovation and diversification, attention to environmental and social aspects connected to these food products.