An Assessment of the Irish Speciality Food Enterprises’ use of the Internet as a Marketing Tool

Abstract

This study set out to explore the role of the Internet as a marketing tool for Irish speciality food producers and to research on-line speciality food sales as a business opportunity. The project achieved this through a combination of consumer focus groups, a producer web audit, producer depth interviews and an e-mailed on-line producer survey. Irish consumers acknowledged potential for on-line sales of Irish speciality food products to export and gift markets; however they could not see significant advantages for on-line sales in the domestic market. Experience with the product (and consequent importance of the purchase experience), the high delivery cost of an already premium priced product and difficulties associated with receipt of deliveries were identified as the main reasons for not purchasing on-line.