Evaluation of traditional region-specific foodstuffs

Absztrakt

Oversupply of foodstuffs on the markets of developed countries is apparently a constant experience, which can alternatively be addressed with the differentiation strategy, namely offering unique and easily distinguishable products to a target audience with matching quality and specificity needs. Niche marketing is a viable strategy for small businesses to succeed. The aim of this paper is to prove that the production of high quality local (Hungarian) traditional horticultural products can be a niche market besides the mass production. The natural and social values of the traditional region-specific products have great market potential; the optimal exploitation of this potential, however, requires the enhancement of the competitiveness of these products as well as the intensification of the marketing activities that help the products enter the market and preserve their positions there.