Why do Belgian consumers buy fair trade products... and why not?

Business & Finance, Marketing & Sales
Cover of the book Why do Belgian consumers buy fair trade products... and why not? by Maxime Dessy, GRIN Publishing
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Author: Maxime Dessy ISBN: 9783640567195
Publisher: GRIN Publishing Publication: March 17, 2010
Imprint: GRIN Publishing Language: English
Author: Maxime Dessy
ISBN: 9783640567195
Publisher: GRIN Publishing
Publication: March 17, 2010
Imprint: GRIN Publishing
Language: English

Scientific Essay from the year 2008 in the subject Business economics - Marketing, Corporate Communication, CRM, Market Research, Social Media, grade: 15/20, University of Aarhus, course: Economie / Marketing, Communication d'entreprise, CRM (GRC), Analyse de marché, language: English, abstract: This essay tries to identify (using a marketing mix approach of Fair Trade products) the main determinants driving customers to choose fair trade products rather than their free trade equivalents. It also highlights the major difficulties encountered by companies active in the fair trade market while trying to inform consumers and to influence their buying behaviour. On that basis, this paper proposes several solutions in order to ameliorate the Fair Trade marketing offer. Arguments and critics included in this essay are supported by recent scientific researches in the Fair Trade marketing area.

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Scientific Essay from the year 2008 in the subject Business economics - Marketing, Corporate Communication, CRM, Market Research, Social Media, grade: 15/20, University of Aarhus, course: Economie / Marketing, Communication d'entreprise, CRM (GRC), Analyse de marché, language: English, abstract: This essay tries to identify (using a marketing mix approach of Fair Trade products) the main determinants driving customers to choose fair trade products rather than their free trade equivalents. It also highlights the major difficulties encountered by companies active in the fair trade market while trying to inform consumers and to influence their buying behaviour. On that basis, this paper proposes several solutions in order to ameliorate the Fair Trade marketing offer. Arguments and critics included in this essay are supported by recent scientific researches in the Fair Trade marketing area.

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