|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.|
|Publication type||Refereed Article in a scientific journal|
|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.