Staff Publications

Staff Publications

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    'Staff publications' is the digital repository of Wageningen University & Research

    'Staff publications' contains references to publications authored by Wageningen University staff from 1976 onward.

    Publications authored by the staff of the Research Institutes are available from 1995 onwards.

    Full text documents are added when available. The database is updated daily and currently holds about 240,000 items, of which 72,000 in open access.

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Record number 497121
Title Fruit Branding : Exploring Factors Affecting Adoption of the New Pear Cultivar ‘Angelys’ in Italian Large Retail
Author(s) Asioli, Daniele; Canavari, Maurizio; Malaguti, Luca; Mignani, Chiara
Source International journal of fruit science (2016). - ISSN 1553-8362 - p. 284 - 300.
Department(s) Business Economics
Publication type Refereed Article in a scientific journal
Publication year 2016
Keyword(s) factors influencing purchasing decision - Fruit branding - in-depth interviews - Italy - large retailer chains - pear

‘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.

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