Why do Belgian consumers buy fair trade products... and why not?
Scientific Essay from the year 2008 in the subject Business economics - Marketing, Corporate Communication, CRM, Market Research, Social Media, grade: 15/20, University of Aarhus, course: Economie / Marketing, Communication d'entreprise, CRM (GRC), Analyse de marché, language: English, abstract: This essay tries to identify (using a marketing mix approach of Fair Trade products) the main determinants driving customers to choose fair trade products rather than their free trade equivalents. It also highlights the major difficulties encountered by companies active in the fair trade market while trying to inform consumers and to influence their buying behaviour. On that basis, this paper proposes several solutions in order to ameliorate the Fair Trade marketing offer. Arguments and critics included in this essay are supported by recent scientific researches in the Fair Trade marketing area.
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³ZHOO-EHLQJ Alexander & Nicholls authentic awareness Belgian buy fair products Buy Fair-Trade Products buying behaviour buying process clients consumerism consumption Cowe and Williams developed countries Driesen & Rayp EHKDYLRXU Ethical Consumer ethical consumption Fair Trade Coffee fair trade marketers fair-trade food fair-trade ideology fair-trade industry fair-trade movement Ferran & Grunert FERRELL FRQVXPHUV GLIIHUHQW Global higher price HWKLFDO IDFWRU IDLU WUDGH Interview with Thierry issues Journal of Marketing knowledge about fair-trade LANGELAND Main Reasons major distributors marketing communications marketing mix mass distribution channels Max Havelaar Mintel Mix of fair motives ODWWHU¶V paper PDUNHWHUV Pelsmacker & Janssens Pelsmacker et al people’s Physical Evidence point of sales price of fair-trade price premium Promotion Rao & Monroe Reasons To Buy Retail Retention of Dignity Scientific Internet Sources specialty shops strategies supermarkets SXUFKDVLQJ Thierry NOESEN director Trade industry trade products trading partnerships TransPair WKDQ WKDW WKHLU WR EH