Fruit Branding: Exploring Factors Affecting Adoption of the New Pear Cultivar ‘Angelys’ in Italian Large Retail
Publication details
Journal : International Journal of Fruit Science , vol. 16 , p. 284–300 , 2016
International Standard Numbers
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Printed
:
1553-8362
Electronic
:
1553-8621
Publication type : Academic article
Issue : 3
Links
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DOI
:
doi.org/10.1080/15538362.2015....
If you have questions about the publication, you may contact Nofima’s Chief Librarian.
Kjetil Aune
Chief Librarian
kjetil.aune@nofima.no
Summary
Angelys’ is a new brand of pear cultivar, produced and marketed under the trademark license model called “Club variety.” The main aim of this article was to evaluate factors triggering a potential interest in Italian large-scale retail regarding the marketing of ‘Angelys’ and how large-scale retailers would exploit it to enhance their market potential. An explorative analysis approach was applied via in-depth, semi-structured qualitative interviews with major Italian large-scale retail fruit purchase managers. The results show that although sensory properties, handling features, and Italian origin are highly appreciated by professional customers, the need to sell at a premium price might limit the interest of retailers for this new variety. Finally, implications and recommendations for academics and operators are discussed.