How to market butter in the french agri-business? Is the PDO or the artisanal know-how a better way to market a butter? / Pauline GIVERNE / 2021

Titre : How to market butter in the french agri-business? Is the PDO or the artisanal know-how a better way to market a butter? Type de document : Mémoire Auteurs : Pauline GIVERNE, Auteur Année de publication : 2021 Importance : 24 p. Note générale : Pour accéder aux fichiers PDF, merci de vous identifier sur le catalogue avec votre compte Office 365 via le bouton CONNEXION en haut de page. Langues : Anglais (eng) Mots-clés : Management AGROALIMENTAIRE SECTEUR ; BEURRE SECTEUR ; ENTREPRISE ARTISANALE ; TECHNIQUE DE VENTE Résumé : The PDO is an emblem that is part of the daily life of consumers, in the same way as organic certifications, for example, designations are now prominent on the packaging of all products, especially in the food aisles of supermarkets. Consumers rely on these certifications for many of their purchasing choices, thus creating a parallel between designation, sought-after quality, expected taste, or perceived authenticity of the product.The purpose of this paper is to propose a framework that analyzes this relationship between perceived quality and appellation, in this case, the choice was directed towards the PDO. A European appellation that guarantees an origin and a know-how. The goal was to analyze the effects of the presence of this acronym on the consumer: is the product more qualitative? Thanks to the authenticity that the PDO conveys? A qualitative survey was conducted to answer the question, is it the PDO or the know-how that must be put forward to sell butter in France and therefore will be chosen by consumer. The participants were confronted with two different designs of French butter packages from Savoy. The respondents then answered questions about the quality of the product, the authenticity that emanates from it, or how they defined this authenticity.The statistical analysis showed a significant correlation between the presence of the PDO logo on the product and the quality given to the product by the respondents. Moreover, a link between the PDO product perceived as qualitative and the degree of authenticity attributed to it was put forward. Furthermore, this link does not depend on the gastronomic knowledge, nor on the nationality or consumption habits of the target groups interviewed, but it allows to highlight that age can make this relationship fluctuate in a positive way.This result leads to the conclusion that potential consumers value the PDO, and therefore the certification on the product packaging. As quality is one of the primary motivations for purchasing in the butter category, a causal link was put forward between PDO and quality and authenticity. The conclusions allow managers to have indications on the elements to put forward on their packaging to transmit quality and especially authenticity to consumers. Programme : MSc Wine & Gastronomy Permalink : https://cataloguelibrary.neoma-bs.fr/index.php?lvl=notice_display&id=538580