Autori
Marchese, Aldo
Barducci, Lucia
Masotti, Matteo

Titolo
Il comportamento del consumatore, le politiche di brand management e la responsabilità sociale d'impresa: il caso ViviVerde Coop = Consumer behavior, brand management policy and Corporate Social Responsibility: the ViviVerde Coop case
Periodico
Economia & diritto agroalimentare
Anno: 2013 - Volume: 18 - Fascicolo: 3 - Pagina iniziale: 353 - Pagina finale: 372

Social changing and innovations that characterized the last century, mainly caused by the globalization processes, led to important changes in the consumption paths, the most of them driven by the increased awareness of the consumers. This is why the role of Corporate Social Responsibility (CSR) is getting more important for the brand management policies of the Large Scale Retail (LSR). LSR is nowadays encouraged to provide products that achieve higher safety and quality standards, in order to meet the new forms of demand. In this paper we analyze the case of the biological line ViviVerde by Coop, a private label line which reached good mar- ket shares since its introduction. The analysis of elasticity of the demand curve of some ViviVerde food products, for the period from January 2010 to May 2012, shows the presence of several positive and greater than 1 values: this means that the price does not prevent the sales of those products. Those results are relevant especially in this period of deep economic crisis, which has affected even food consumption.



SICI: 1970-9498(2013)18:3<353:ICDCLP>2.0.ZU;2-E
Testo completo: http://www.fupress.net/index.php/eda/article/download/13863/12909

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