Creating loyal customers through social responsibility: how do dairy consumers value issue-based initiatives?
Date
2012-08
Authors
Deselnicu, Oana, author
Costanigro, Marco, author
Thilmany-McFadden, Dawn, author
Colorado State University, Department of Agricultural and Resource Economics, publisher
Journal Title
Journal ISSN
Volume Title
Abstract
Businesses commonly seek ways to increase their competitive advantage in the marketplace, and marketing strategies often include differentiation through brands, promotions, label information or placement in popular marketplaces. An increasing number of food companies are creating loyal customers through connecting to concerns buyers may have about the environment, food safety, community issues and other social issues. This fact sheet explores how the dairy industry could frame their company actions to best match the interests, perceptions and values of dairy consumers.
Description
Rights Access
Subject
USDA Organic
dairy farmers
RBST-free
consumer loyalty
social initiatives
USDA Organic
dairy farmers
RBST-free
consumer loyalty
social initiatives