I cambiamenti e le innovazioni sociali, che hanno caratterizzato il secolo scorso,
hanno generato mutamenti significativi nella struttura dei consumi, legati in particolare a una
maggiore consapevolezza dei consumatori e allo scoppio della crisi economica. Assume sempre
maggiore importanza, all’interno delle politiche di brand management, il ruolo della Responsabilità
Sociale d’Impresa, che spinge la Grande Distribuzione Organizzata a proporre prodotti
con più alti standard qualitativi e di sicurezza. Il caso analizzato è quello della linea biologica
ViviVerde Coop, la cui offerta di prodotti biologici a private label ha avuto un impatto molto
positivo sul mercato. L’analisi dell’elasticità della curva di domanda di alcuni di questi prodotti
nel periodo gennaio 2010-maggio 2012 rivela diversi valori positivi e maggiori di 1, indice del
fatto che il prezzo non abbia avuto effetti negativi sulle vendite dei prodotti considerati. Tale
evidenza risulta rilevante proprio in un periodo di profonda crisi economica che ha interessato,
in modo significativo, anche i consumi alimentari. / Social changing and innovations that characterized the last century, mainly caused by the globalization processes, led to important changes in the consumption paths, the most of them driven by the increased awareness of the consumers. This is why the role of Corporate Social Responsibility (CSR) is getting more important for the brand management policies of the Large Scale Retail (LSR). LSR is nowadays encouraged to provide products that achieve higher safety and quality standards, in order to meet the new forms of demand. In this paper we analyze the case of the biological line ViviVerde by Coop, a private label line which reached good market shares since its introduction. The analysis of elasticity of the demand curve of some ViviVerde food products, for the period from January 2010 to May 2012, shows the presence of several positive and greater than values: this means that the price does not prevent the sales of those products. Those results are relevant especially in this period of deep economic crisis, which has affected even food consumption. The changes and social innovations that have characterized the last century have generated significant changes in the structure of consumption, in particular related to aincreased consumer's behaviour.It's becoming more important,within the policies of brand management, the role of Corporate Social Responsability,which pushes the mass retailers to offer products with the highest quality standards and safety. The case analyzed is that of the organic line ViviVerde Coop, whose offer of organic products to private label has had much impact positive on the market. The analysis of the elasticity of the demand curve of some of these products in the period January 2010-May 2012 reveals values positive and greater than 1. This means that price has had a negative impacts on sales of the product
| Identifer | oai:union.ndltd.org:unibo.it/oai:amsdottorato.cib.unibo.it:7204 |
| Date | 10 September 2015 |
| Creators | Barducci, Lucia <1984> |
| Contributors | Brasili, Cristina |
| Publisher | Alma Mater Studiorum - Università di Bologna |
| Source Sets | Università di Bologna |
| Language | Italian |
| Detected Language | English |
| Type | Doctoral Thesis, PeerReviewed |
| Format | application/pdf |
| Rights | info:eu-repo/semantics/openAccess |
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