The Impact of Marketing in Increasing the Level of Competitiveness for Agro-Food Products in Albania

In recent years many studies have pointed out the importance of applying business marketing techniques to firms in the agro-food sector. In the perspective attention was mainly focused on the strategies underlying traditional marketing management approaches. Thus, this paper aims to assess both extent to which marketing is applied, and the way in which it is, by the firms and their Consortia operating in the sector of typical and traditional agro-food Italian products recognized by Regulation (EEC) n. 2081/92 as Protected Designation of Origin. The first part of the paper displays an analysis of the traditional marketing management approach in order to rise the question about the appropriateness of its main prescriptions for marketing strategies concerning small and medium-sized agro-food firms. Then, it draws the attention on the growing importance of relationship marketing and shows how the main features from both sides of supply organization and demand specificity of typical products provides evidence about the usefulness of an approach to marketing in the agro-food sector from the point of view of a relationship perspective. The study considers the development of marketing strategies of typical products depending also on the whole production at Consortium level. The second part of the paper deals with an empirical survey carried on a sample of Consortia for Protection of Italian typical products, like cheese and ham, in order to investigate their marketing strategies as well those carried on indipendently from their associated single firms. The results show that Consortia and single firms share the marketing mix in a such a way that the former controls mainly the quality of products and the latter the selling and pricing strategies. However, while larger processing firms try to develop their own effective marketing strategy under an own brand, small producers rely mainly on the marketing activities conducted by Consortia. Further, although all Consortia show a strong interest in marketing and the need to develop general promotion of the Protected Designation of Origin brand, their approach to market seems more consistent with a production oriented philosophy than a marketing orientation philosophy. Finally, the paper shows the importance of better co-ordination and co-operative relationships between the different actors of the supply chain to develop a more effective marketing strategy in the sector of typical products.

The primary objective of this study is to determine the role of product awareness in determining the brand equity of local gastronomic elements. To this end, the impact of local product perception on local product purchasing behavior and the moderating role of local product awareness on this potential effect will be determined. The sub-objective of this study is to determine how local product perception, local product awareness, and local product purchasing behavior differ according to demographic variables. For these purposes, data were collected from local residents of villages in Balıkesir where water buffalo are raised and buffalo products are produced, as well as from local tourists. Convenience sampling was employed in the study. Following the pilot study, robust data obtained from 393 individuals was analyzed. SPSS software was used for data analysis. The research results were explained using Social Exchange Theory. The study results showed that local product perception has an impact on local product purchasing behavior. Local product awareness was found not to moderate this effect. Local product perception, local product awareness, and local product purchasing behavior were found to differ significantly by gender. Women were found to be more sensitive to these differences than men. The results indicate that Balıkesir is still in the early stages of achieving brand value due to the lack of awareness of local buffalo products. Effective marketing strategies should be implemented to target the region's target audience.

Agro-food sector in Nigeria has witnessed a paradigm shift in the mode of commercial activities from traditional purchase channel to E-commerce purchase channel. However, studies show that a good number of consumers insist on the traditional purchase channel for agro-food purchase. Hence, to enable effective policy recommendations, this study was designed to identify consumer’s choice of purchase channel for various agro-food products as well as identify distinct channel segments of the agro-food market in Cross-River State, Nigeria. To achieve this, a two-stage sampling technique was employed to select a total of 352 agro-food consumers for the study and primary data obtained were analyzed using both descriptive and inferential statistics. The latent cluster analysis and binomial test statistics were inferential statistical tools employed in identifying distinct channel segments as well as testing the statistical significance of consumers choice of purchasing channel respectively. Results obtained showed that the respondents were predominantly female (82.6%) with ages ranging from 31-40 years and had obtained some forms of formal education. The study further recorded high preference for traditional channels in all agro-food product categories (cereals & beverages-79.1%; fruits & vegetables-92.5%; grains & flour-79.17%; oil-55.67%; tubers-85.83% and meat-93.33%). However, 30.19% of the respondents indicated preference for the use of M-commerce, showing that M-commerce has gained a wider acceptance rate than web-based purchase channels for some categories of agro-food products such as oil, cereals and beverages, grains and flour. Based on the latent class cluster analysis result, the agro-food consumers were grouped into 4 channel segments: indifferent channel buyers who are unconcerned about the purchasing channel (20.7%), loyal traditional channel buyers who are allegiant to traditional channels (10%), convenient channel buyers who are drawn by ease of access (57.5%) and service-based channel buyers who are allured by good customer service (11.9%). The study therefore recommends the use of Omni-channel (a combination of traditional and e-commerce channels) by firms and marketers for better competitive advantage and in cooperating agro-food products with longer shelf life such as oil, grains and flour in a firm’s E-commerce product line. Keywords: E-commerce, Purchasing Channels, M-commerce, Market segmentation, Agro-food.

In order to analyse the role of inbound tourism in the promotion of future exports of agro-food products, this paper presents a segmentation study of the international tourism market of Portugal, based on visitors’ intentions to consume, and likelihood to recommend to friends and relatives, specific local products when they return to their home country. A questionnaire-based survey was conducted on a sample of inbound visitors and the responses were subjected to a hierarchical cluster analysis. From this analysis, three clusters were established and several statistical differences among them were identified concerning behavioural intentions regarding local food products, socio-demographic profile, consumption and purchase behaviour during and after the trip. The findings obtained have both theoretical and practical implications. On the one hand, this study analyses the importance of inbound tourism in the promotion of Portuguese exports of local food, an issue not previously explored. Additionally, this study applies as its basis of segmentation, variables that have so far been neglected in the literature: the visitors’ intentions to consume and to recommend to friends and relatives. On the other hand, the findings provide relevant inputs for the development of better marketing strategies to promote the local products to various target groups.

Purpose- Firstly, this paper examines how current measurements of consumer confidence might be used to forecast future household spending by using economic variable (i.e. unemployment rate, national adjusted income per capita) data in China, with the help of statistic tools (i.e. Python and Pandas) for the job of data cleaning and analyzing. Secondly, I will focus on the ways in which businesses alter their marketing mix in the face of economic hardship to survive by understanding the importance of utilizing effective marketing strategies during economic downturns. Methodology- This paper examines the predictive performance of consumer confidence index on change in consumption growth by constructing three different OLS regression models and by integrating several existing proposals for effective marketing strategies for businesses in times of low consumer confidence to help business managers to make wise and effective response to economic downturns. Findings- It is shown both 1 year lagged consumer confidence and 3 years lagged consumer confidence are good predictors for current change in consumption patterns, whereas 2 years lagged consumer confidence shows negative correlation with consumption change, and consumer confidence have their own predictive power regardless of the macroeconomic variables. Conclusion- Therefore, this paper contributes to the existing literature by providing empirical findings that consumer confidence cannot always fulfill the role of anticipating consumption change and by further providing concrete policy recommendations for consumer confidence’ revival during recessions in an effort to fill the gap. Keywords: Consumer confidence, marketing, consumption, consumer behavior, forecasting. JEL Codes: B16, B22, E21, E27, M21, M31

The article explores the priority areas of digital marketing’s impact on the formation and implementation of a competitive strategy for enterprises in the modern business environment. To achieve this goal, the following scientific objectives have been defined: to reveal the essence of digital marketing strategy and its components; to determine the role of digital marketing in ensuring a company's competitive position in the market; and to formulate recommendations for an effective digital marketing strategy as a component of a company’s competitive strategy. To address these objectives, the following methods were applied: analysis, synthesis, generalization, induction, analogy, graphical representation, and a systematic approach. The study establishes that the development of an effective digital marketing strategy is a multi-stage process encompassing analytics, brand formation, selection of communication channels, and financial planning. It has been identified that key factors for the successful implementation of a marketing strategy include an in-depth analysis of the business environment, competitive advantages, and target audience. The significance of creating a unique brand identity for market differentiation has been highlighted. It has been proven that the integrated use of SEO, contextual advertising, social media, Google Display Network, and YouTube enhances brand awareness, attracts users, and increases conversion rates. Despite numerous advantages, the comprehensive digital marketing model also has several significant drawbacks, with high implementation costs being one of the key challenges. It has been substantiated that targeted interaction through advertising, video content, and collaboration with bloggers significantly improves marketing effectiveness. It has been demonstrated that the adoption of digital marketing has a profound impact on a company’s competitive position, as it enables rapid responses to market changes, strengthens consumer loyalty, and leverages modern technologies to attract new customers. At the same time, the effectiveness of such a strategy largely depends on budget constraints and the qualifications of the team, as implementing a multi-channel marketing approach requires substantial financial and human resources. Thus, digital marketing not only contributes to business growth but also helps reinforce its competitive advantages in a dynamic market environment. Further research is aimed at identifying ways to unlock the synergetic effect of integrating neurotechnologies and artificial intelligence into digital marketing.

The ten new member states (NMS-10) of the European Union (EU) have contributed to an enhancement in the agro-food trade among the EU-25 members. Intra-industry trade (IIT) represents only a minor part of NMS-10 trade in agro-food products. Their trade in agro-food products is specialized to different countries in terms of economic distance, factor endowments and/or degree of competitiveness of their agro-food sectors. The borderless EU markets are likely to influence the increase of IIT with implications for the EU trade policy, since more than one-third of agro-food trade in the EU-25 members is represented by NMS-10.

Introduction. Food security has not been a concern of any particular state and is a global problem for already a long time. It, as an economic category in the scientific literature, is considered from the position of ensuring the security of the global world problem, regions, individual countries, population groups and individual people. It is a multifaceted issue, closely linked to other security issues, and has a great impact on the national safety situation, which in turn is an economic, social and political category. COVID-19 has created a large-scale economic crisis. The pandemic has had a major impact on food security and the field of nutrition. The crisis has affected food systems and threatened public access to food, raising the issue of food self-sufficiency in countries.Aim and tasks. In order to assess food security, the paper examines the self-sufficiency coefficients of basic agro-food products in Georgia under the conditions of the World Pandemic, and evaluates its components: local production, import, export. In addition, local production trends have been analyzed, Results. Thus a study of the current state of the agro-food sector shows that the problem of providing the population with food is becoming more acute. The pace of development of the agro-food sector lags significantly behind the growth rates of other sectors of the economy. The current economic growth has not yet created the conditions for sustainable economic development: The level of supply of essential agro-food products is quite low, the number of jobs has not increased substantially, the level of income is low, poverty rates are still high and the food deficit is filled mainly with imported products.Conclusions. This study showed that the issue of the food security is still unresolved for Georgia. Despite the state support activities, the agro-food sector still needs assistance. We have developed recommendations, the consideration of which will significantly contribute to food supply of the markets and food supply to the population. Keywords: agro-food products, local production, food independence, self-sufficiency coefficients.

Mentoring for a roasted kemplang (shrimp cake) business group in Tebing Utara Village focused on increasing production capacity, quality, and product consistency through simple yet effective appropriate technology. The program was implemented in five stages: outreach, training, technology implementation, mentoring and evaluation, and program sustainability. Interventions included the use of dough rolling machines, gas stoves, and freezers to maintain raw material freshness and expedite the production process. Results showed a 150% increase in production capacity, ±90% consistency of kemplang size, and increased partner ability to operate modern equipment independently. Evaluation of product quality through thickness, texture, and simple taste tests demonstrated significant improvements. This approach not only increased production capacity but also strengthened partner independence, encouraged local innovation, and potentially replicated in other traditional food MSMEs. This mentoring program has had a positive impact on local economic development, increased the competitiveness of roasted kemplang products, and provided relevant training for business owners. Furthermore, the use of appropriate technology has shown effective results in increasing productivity without compromising product quality.

Global Value Chains (GVCs) have transformed production across a broad range of goods and services worldwide. Although the development of GVCs has occurred in agro-food sectors alongside other sectors, less is known about the trade that occurs within agro-food GVCs due to limited information on flows of trade in value added. This study develops an approach to calculate disaggregated indicators of GVC participation in agro-food sectors in both developed and developing countries. Specifically, the approach exploits the Global Trade Analysis Project (GTAP) database to construct an inter-country input-output (ICIO) table for the year 2011. The resulting ICIO is used to compute indicators of GVC participation based on the concept of vertical specialisation – forward and backward participation – across 20 agro-food sectors in 70 countries and/or regions. Estimates of domestic value added in exports and final demand or agro-food products, including the contribution of all industries, are also presented.

Global value chains (GVCs) in agriculture and food sectors are becoming an important part of the agro-food trading landscape, influencing both the nature of the gains from trade and the impacts of trade policies. This study explores the changes in trade in value added that are occurring within agro-food GVCs and the implications that participation in agro-food GVCs has had on the agro-food sectors. It makes use of a database on trade in value added for 22 agro-food sectors derived from the Global Trade Analysis Project (GTAP) database. The study finds that between 2004 and 2014, agro-food sectors have been increasing their participation in GVCs and that the links created within these production networks have become more “global” in nature. At the same time, agro-food GVCs have become increasingly centred around hubs in the People’s Republic of China and Germany where large amounts of value added are funnelled before reaching the end consumer. The study also finds that participation in agro-food GVCs is beneficial for sector development and growth – both in aggregate terms and in terms of domestic value added from exports. Of key importance has been the use of foreign value added and access to a wide diversity of imported inputs. However, policies that restrict trade and limit market openness reduce participation and sector growth and development – including policies that create barriers to trade in agro-food products themselves. In addition, the study finds that the use of services value added in exports is an important factor that contributes to sector growth, which highlights the importance of the broader policy environment to enhance the benefits from agro-food GVCs.

The purpose of this study is to analyze Generation Z's Consumption Behavior Patterns towards fashion products, especially the Uniqlo brand, as well as to understand the factors that influence their purchasing decisions in the context of modern lifestyles. The Consumption Pattern of Generation Z towards Uniqlo Fashion Products can be analyzed through the perspective of Islamic economics, which emphasizes ethics, justice, and sustainability. Therefore, Uniqlo needs to ensure fair and transparent production practices, and promote sustainability in their products to build consumer trust. By integrating Islamic economic values, Uniqlo can develop more effective and ethical marketing strategies, and better reach young consumers.The method used in this research is descriptive exploratory.Data was collected through surveys and in-depth interviews of 30 respondents, as well as content analysis of social media used by Generation Z.The results of the research Uniqlo Product Consumption Patterns are influenced by various interrelated factors, including cultural values, psychological motivations, personal, and social factors. A total of 73.33% of respondents acknowledged that cultural values influence their purchasing decisions, while 56.67% stated that daily needs and the desire to look good are the main motivations. Lifestyle and income also contribute greatly, with 70% of respondents agreeing that their lifestyle influences product choices. Discussions with friends or family before buying a product were influential for 46.67% of respondents. Product quality and brand love increase the confidence of younger consumers. Age and gender are also significant; the majority of Uniqlo shoppers are 20-23 years old (68%), with 56% of female respondents who tend to be more active in shopping and pay attention to product quality and design suggesting that Generation Z Consumption Behavior is heavily influenced by social media and the latest fashion trends. The implications of this research emphasize the importance for brands like Uniqlo to understand these consumer behavior dynamics in order to create more effective marketing strategies. By enhancing the brand experience and tailoring products to Gen Z preferences, companies can not only increase sales but also build long-term customer loyalty.

Introduction. Historically, agriculture has been a traditional sector for Georgia and the country has favorable natural and resource potential for its development. However, the rate of development of this sector has been below the corresponding indicators of the other sectors of the economy for many years, the level of self-sufficiency for local agricultural products is low, the import of food products exceeds export by four times on average and therefore, the country faces serious challenges in this regard. So in the paper discusses about the agro-food products in Georgia and its export potential in order to reveal the relevant export stimulation economic policy as the country has the rich natural resources to develop and export.
 Aim and tasks. The purpose of the research is to develop the recommendations for the export stimulating economic policy based on the assessment of the agro-food products and export potential in Georgia.
 Results. The economic influence of stimulating export and importing the economy is assessed by the justification of the positive influence of international trade on the development of the agro-food sector. The article studies the determinants of innovative marketing in agribusiness. It is proved the role of innovative marketing in elaborating export strategy of agro-food products in the international markets. Based on bibliographic research and empirical materials, the possibility of diversification of production and export of agro-food products is revealed.
 Conclusions. In the agricultural sector of Georgia in recent years there has been a tendency to increase production; however, the volume of import still significantly exceeds export. It is believed that export diversification will enable Georgia to overcome the limited market capabilities and promote productivity. To achieve these goals, the use of relevant stimulating economic policy tools is offered: subsidizing export; export credits; optimization of trade barriers; effective management of exchange courses; export insurance; offering the special financial services and more.

This community service program to enhance the entrepreneurial spirit of small businesses and artisans in Karangdoro Village, Tegalsari, Banyuwangi Regency aims to provide training and mentoring in developing entrepreneurial skills, business management, and increasing production capacity. Karangdoro Village, where the majority of its residents are engaged in small businesses and crafts, faces challenges in marketing, financial management, and product innovation. This program is designed to provide a better understanding of the importance of business planning, cost efficiency, and effective marketing strategies, both offline and online. Furthermore, mentoring is provided to introduce digital technologies that can help improve market access and operational efficiency. Through a participatory approach, it is hoped that small businesses and artisans can increase their competitiveness, expand their market networks, and increase income. The results of this community service program indicate an increase in participants' understanding of entrepreneurial management and their success in implementing more modern and effective marketing strategies, which have positively impacted the stagnation of their businesses. This training and mentoring is expected to stimulate local economic growth and strengthen the role of small businesses in the Karangdoro Village economy.

Industrial companies in Indonesia are one of the sectors that require development in carrying out their contribution in the manufacturing world. Market needs become the main guideline for the industry to create new ideas and improve the quality of production. Most industries, including digital watch electronics companies, have a need to implement technology at every stage of manufacturing their goods, such as at the stage of filtering raw materials to checking quality control before the goods reach consumers. Filtering and quality control are carried out to maintain the quality of each product produced by the company. The problem discussed in this study is how to apply technology in detecting the quality of watch production using the K-Nearest Neighbor algorithm so that it can increase the quality of production, consumer confidence and increase profits for the company. The results of this study are that the model built using the K-Nearest Neighbor method can increase the accuracy for detecting quality control on watch products with an accuracy value of 92% for k = 3