Marketing Organic Products: Exploring Some of the Pervasive Issues |
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Authors: | David Pearson Joanna Henryks |
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Institution: | 1. School of Agriculture , University of Reading , dpearson@reading.ac.uk;3. New England Business School, University of New England , Armidale, Australia |
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Abstract: | ABSTRACT This article explores the marketing of organic products. It identifies the issues that pervade the national, organisational, and individual differences within the global organic industry. These are discussed using the marketing mix framework of product, price, promotion, and place of distribution. It concludes that a large percentage of customers, who are spread throughout the community, purchase organic products, most of whom only purchase it occasionally. The most important attributes of organic products are health, quality, and environment. Promotion of these benefits has the potential to demonstrate that, even at the higher price, they still offer value for money. |
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Keywords: | Organic food marketing mix product price promotion place |
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