Fruit Branding: Exploring Factors Affecting Adoption of the New Pear Cultivar ‘Angelys’ in Italian Large Retail

Daniele Asioli*, Maurizio Canavari, Luca Malaguti, Chiara Mignani

*Corresponding author for this work

Research output: Contribution to journalArticleAcademicpeer-review

11 Citations (Scopus)

Abstract

‘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.

Original languageEnglish
Article number3
Pages (from-to)284-300
JournalInternational journal of fruit science
DOIs
Publication statusPublished - 2016

Keywords

  • factors influencing purchasing decision
  • Fruit branding
  • in-depth interviews
  • Italy
  • large retailer chains
  • pear

Fingerprint Dive into the research topics of 'Fruit Branding: Exploring Factors Affecting Adoption of the New Pear Cultivar ‘Angelys’ in Italian Large Retail'. Together they form a unique fingerprint.

  • Cite this