Using New Marketing Technologies for Promoting Traditional Food Products

Abstract

This article aims to identify the ways in which producers of traditional Romanian food promote and commercialize in the digital era. Romanian manufacturers of traditional products are hardworking people preoccupied with the quality of the products that they so dearly prepare, but who are struggling to keep up with the latest marketing trends and technologies regarding advertising and commerce. This research is part of an ampler project aimed at identifying and describing consumer behavior of traditional products. It endeavored to find common factors between consumer behavior and the manner in which producers manage to fulfill consumer needs. Therefore, this study is qualitative in nature, based on personal interviews. The results of this research will be disseminated to the producers involved in the study, in hopes of implementing the findings in their businesses. One finding that was particularly interesting is that although producers are reluctant to use new technologies in their activities, they are willing to learn or ask help from the young and skilled.