Chiara Paffarini

Visualization and purchase: An analysis of the Italian olive oil grocery shelves through an in-situ visual marketing approach

Purpose – The purpose of this study is to present an attempt to evaluate Italian olive oil brand competition thought the analysis of consumers’ visual perspective. Design/methodology/approach – Through the implementation of a new information technology system called “Visual Marketing REL”, which furnishes eye-tracking measures, the authors were able to produce important information relative to the layout organization of to the Italian olive oil shelf, a strategic product of the agro-food chain. The research uses the “in situ” testing of the software developed. Findings – The research, following up the thesis of sensorial marketing affecting choices, intends to identify an IT tool to facilitate the design of the shelf by increasing the efficiency of the retail mix. Results highlight that specific positioning could impact the differentiation effect and orientate consumers’ choices, thus increasing the efficiency of the retail mix. Research limitations/implications – To generalize the results would require m...

The Value of Traditonal Rural Landscape and Nature Protected Areas in Tourism Demand: A Study on Agritourists’ Preferences

This study focuses on how traditional rural landscape and proximity to a Natura 2000 Site of Community Importance (SCI) might influence consumers’ choice of an agritourism farm for a weekend stay. Data were collected in Umbria region’s (Italy) agritourism farms in 2014 by interviewing 160 tourists. Results from a discrete choice experiment reveal that the most important feature affecting the interviewees’ propensity to pay a premium price to stay in an agritourism farm is the well-preserved traditional landscape (willingness to pay 32.32€/night for two people), followed by the availability of a swimming pool (willingness to pay 20.95€/ night for two people), the proximity to a historical village (willingness to pay 18.37€/night for two people) and, the location in a Natura 2000 SCI (willingness to pay 13.57€/night for two people). Furthermore, the results underline how the preservation of the traditional landscape and protection of the surrounding environment play a strategic role in developing agritourism and provide economic benefits to local communities.

How Can Consumer Science Help Firms Transform Their Dog (BCG Matrix) Products Into Profitable Products

Abstract The aim of this work is to outline how research conducted in the area of consumer science (CS) can guide the marketing strategies of a medium-sized dairy interested in relaunching its traditional Italian dairy product. The subject of the study is the Pecorino cheese produced by the Cooperative Grifo Latte, which has all its plants in Umbria (central Italy). A decrease in Pecorino cheese sales suggested to the Cooperative to undertake “Actions to support the commercialization of Pecorino cheeses” as part of an integrated project for the production chain named “Grifo Latte.” Market research began from these results and set out to respond to precise questions identified by the Grifo marketing manager in collaboration with university researchers, who conducted the investigation: “What interest and perception do Umbrian consumers have of traditional Pecorino cheeses and Pecorino with health benefits?” “What reputation do Grifo cheeses have with Umbrian consumers?” “What is the trade-off between the trademark of protected designated origin (PDO) and the Grifo trademark?” The technique of choice experiments was used.

Business models in urban farming: A comparative analysis of case studies from Spain, Italy and Germany

Abstract The “Urban Agriculture Europe” EU COST-Action (2012–2016) has shown that the complexity of urban agriculture (UA) is hardly compressible into classic business management models and has proposed new management models, such as the Business Model Canvas (BMC). Business models of UA have to be different from rural ones. In particular, factors such as differentiation and diversification, but also low cost-oriented specialisation, are characteristic and necessary business models for UA to stay profitable in the long term under challenging city conditions. This paper aims to highlight how farm enterprises have to adjust to urban conditions by stepping into appropriate business models aiming to stay competitive and profitable, and how the BMC is useful to analyse their organisation and performance, both economically and socially. The paper offers an inter-regional analysis of UA enterprises located in Spain, Italy, and Germany, which are further subdivided into: local food, leisure, educational, social, therapeutic, agri-environmental, cultural heritage and experimental farms. The analysis demonstrates that UA is differentially adjusted to specific urban conditions and that the BMC is useful for analysing urban farming. Heterogeneous local food farms and the integration of local and organic food production in social farming business models are most frequent in our case studies.

Guardare per comprare: il visual marketing per la progettazione e valutazione del display distributivo. Il caso studio dello scaffale oli nella Gdo

This work, starting from theoretical bases of sensorial marketing, represents a first attempt to show the competitive advantage inside Modern Distributions shelf, determined by brand position and visibility. Through the implementation of a new software named «Visual Marketing Rel», the research develops an analytic and empirical phase in the olive oil shelf, strategic product for agri-food Italian chain. Results, confirming hypothesis of sensorial marketing, verify as specific positions are advantageous in a competitive context. This work opens important considerations in term of strategic management of Modern Distribution.