1. Gatekeepers' Perceptions of Thai Geographical Indication Products in Europe
- Author
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Maurizio Canavari, Daniele Asioli, Rainer Haas, Rungsaran Wongprawmas, Wongprawmas R., Canavari M., Haas R., and Asioli D.
- Subjects
Marketing ,PERCEPTION ,business.industry ,media_common.quotation_subject ,Qualitative interviews ,THAI FRUITS AND COFFEE ,Distribution (economics) ,Advertising ,Purchasing decision ,Product (business) ,Geographical indication ,FACTORS INFLUENCING PURCHASING DECISION ,Promotion (rank) ,Content analysis ,Perception ,GEOGRAPHICAL INDICATION ,Business ,Business and International Management ,GATEKEEPERS ,Food Science ,media_common - Abstract
This study is aimed at exploring perceptions of European gatekeepers toward renowned Thai fruit and coffee products protected by geographical indication (GI) and factors influencing purchasing decision of gatekeepers toward imported food products. Sixteen qualitative interviews with distribution channel gatekeepers were administered in Austria, Italy, and Switzerland in 2010. Content analysis and concept mapping were used to analyze data. Results show that Thai GI products might be interesting for European gatekeepers, but the GI attribute alone might not be sufficient to ensure that the product is successful. Support of consistent information and promotion campaigns and fulfillment of other gatekeepers’ requirements of both products and suppliers are necessary.
- Published
- 2012