Abstract
The purpose of the research is to evaluate the brand extension strategy of SMEs food companies, through the analysis of the consumers' response. The research analysed the case study of a food processing cooperative, “Gruppo Grifo Agroalimentare”, which diversified its production through the acquisition of new SMEs companies. Through an hypothetical brand extension of the products, the goal is to study which factors would affect the acceptance and the purchasing of the extension. The results drive allow the SMEs food companies to know the needs of new consumers and to be able to meet these needs, both in terms of distribution and in terms of offer.
Talk to us
Join us for a 30 min session where you can share your feedback and ask us any queries you have
Disclaimer: All third-party content on this website/platform is and will remain the property of their respective owners and is provided on "as is" basis without any warranties, express or implied. Use of third-party content does not indicate any affiliation, sponsorship with or endorsement by them. Any references to third-party content is to identify the corresponding services and shall be considered fair use under The CopyrightLaw.