Marketing aspects of quality assurance systems The organic food sector case

 
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Marketing aspects of quality assurance systems The organic food sector case

Semos, Anastasios
Kontogeorgos, Achilleas

Purpose – The purpose of this paper is to describe the effect of quality assurance systems on business performance and subsequently, how a quality assurance system can be utilized as a determinant factor of a firm’s marketing strategy, especially for the organic food sector. Design/methodology/approach – Based on literature and the quality theory, the following subjects are examined: the types of goods according to their quality attributes, the benefits of participating in a quality award procedure, how a quality assurance system affect on firms’ performance, and finally, the factors that determine consumers’ willingness to pay a price premium for organic products. Findings – The findings showed that, better quality conformance is associated with sales growth and better sales margins. Moreover, the most important benefit of a quality certification is its ability to increase market share and provide access to new market. In addition, the key to define quality is consumers and a company’s internal definition of quality must reflect consumers’ requirements. Finally, factors such as socio-demographic characteristics, the perceived quality and risks have been found to be important determinants of consumers’ willingness to pay a price premium to buy organic food products. Originality/value – This study presents an outline of how a quality assurance system can be used to provide not only consistent product quality but also different elements that can be used to determine a firm’s marketing strategy. The findings can help all the involved bodies to avoid the impediments and develop an appropriate marketing strategy for the effective promotion of certified organic food products

Article / Άρθρο
info:eu-repo/semantics/article

Quality assurance
Business performance, Pricing
Organic foods
Consumer behaviour
Marketing strategy

Αριστοτέλειο Πανεπιστήμιο Θεσσαλονίκης (EL)
Aristotle University of Thessaloniki (EN)

2008
2009-12-18T08:59:39Z


Αριστοτέλειο Πανεπιστήμιο Θεσσαλονίκης, Σχολή Γεωπονίας, Δασολογίας και Φυσικού Περιβάλλοντος, Τμήμα Γεωπονίας

British Food Journal, vol.110 no.8 [2008] p.829-839 [Published Version]
urn:ISSN:0007070X

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info:eu-repo/semantics/openAccess



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