Territorial marketing, product origin, product quality, local produce, consumption, consumer behavior, AFNOR, Ecocert, Label Rouge, corporate strategy, labeling, packaging
Brands are developing their strategy more and more about the regions of origin of their products because they saw that it was a relevant marketing criterion. Especially about food products, their origins have a great impact on the degree of consumption of customers; they worry about what they will eat.
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However, the origin of a product is a geographical / logistic concept; it is the country from which the goods were shipped. Many consumers can, therefore, be mistaken about these two concepts close but different. We must be careful to understand the true origin of our products. So, one might wonder, how do customers do to know the origin of their product, when do they do it and what do they use to do it? Is it possible to know all the information about the products we buy? Is this a good thing?
[...] In the case of a jam of the respondents want to know not only where the fruit is produced, but also where they are processed. Consumers are lost among all these labels, these standards, these certifications, and are especially afraid of being misled. This is also the case with some brands who manage to mislead consumers and make them believe the origin of a product when it is false. Fortunately, many consumers are competent and do not let themselves be affected by brand marketing strategies. [...]
[...] There is a transfer of beliefs associated with the area, in terms of history and culture, about the product. Thus, terroir is generally viewed as referring to a geographical area (trough the name of the product, the brand, the signals of quality), but also to the reputation of the place in terms of culture, history, people skills, etc." (Philippe Aurier, Fatiha Fort and Lucie Sirieix, 2005). Thus, we must pay attention to labels inscribe on products and their meaning, even if they have positive connotations, they do not all want to say the same thing, and do not all have the criterion of territoriality. [...]
[...] The interest of consumers in mentioning the origin of the products they buy continues to grow. A study extract on the article usinenouvelle.fr, TNS Sofres of consumers are paying more and more attention to the origin of food products. A particularly strong trend in Asia, Russia, the Middle East and France, where the interest reaches nearly look particularly at the mention of "Made In" on packaging. In this context, consumers favor local producers: about two-thirds of French, Germans, Spaniards, Russians and Asians versus just under 50% of British and Americans. [...]
[...] In addition, modern customers know the laws of the market, and know that price is a factor that often determines the quality and origin of the product. If the product is discount, they will not believe in a remarkable quality, as well as a local product, made nearby, with values and know-how of quality. Generally, they do not need more information because they make the choice to go to a product, or the only criterion that matters is the price. Thus, too little information about a product can have a dissuasive effect on its quality. [...]
[...] Gouv, the origin of a product is the nationality of the goods under specific rules, it does not change unless transformation. However, the origin of a product is a geographical / logistic concept, it is the country from which the goods were shipped. Many consumers can therefore be mistaken about these two concepts close but different, we must be careful to understand the true origin of our products. So, one might wonder, how do customers do to know the origin of their product, when do they do it and what do they use to do it? [...]
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