The Positioning Analysis of Premium Food Brands in the Romanian Market

Authors

  • Ghassan Shakhshir University of Babeș-Bolyai

Keywords:

positioning, premium, food products, Romania, canned food

Abstract

This study presents a literature review supported by a recent empirical research on the positioning of premium food products in the Romanian market, how these brands are seen by Romanian consumers, what is the effect of the economic crisis on the consumers' positioning perceptions and the trends of retailers in developing premium private labels.Romaniais now at the beginning of its opening towards the external markets compared to the other western countries, whether in the European Union orNorth America. Therefore the consumer has only recently come in contact with different types of brands for the same product situated on different positioning levels. The article aims to track the positioning perception developments towards premium food brands.  In order to reach this aim I will start my study by analyzing the literary support on premium food products around the world and comparing it with the trends inEuropeand finally with the Romanian perspective. I then continue by examining the declaration and communication strategy of premium food brands in the Romanian market and lastly analyze the development of premium private labels on the local scale.

The main results will show that, following the economic crisis, consumers tend to buy brands situated on a stable positioning level, but are constantly looking for promotions for premium brands. Another result is the promotion and the orientation towards premium retailer private labels.

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Published

2014-02-01

How to Cite

Shakhshir, G. (2014). The Positioning Analysis of Premium Food Brands in the Romanian Market. International Journal of Economic Practices and Theories, 4(2), 206-213. Retrieved from http://ijept.eu/index.php/ijept/article/view/The_Positioning_Analysis_of_Premium_Food_Brands_in_the_Romania

Issue

Vol. 4 No. 2 (2014): Special issue on Marketing and Business Development

Section

Articles

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