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

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    Author
    Canavan, Orla
    Henchion, Maeve cc
    O'Reilly, Seamus
    Keyword
    Speciality food
    Internet
    Marketing tool
    Ireland
    Date
    01/04/2005
    
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    URI
    http://hdl.handle.net/11019/962
    Citation
    Canavan, O., Henchion, M., O’Reilly, S, An Assessment of the Irish Speciality Food Enterprises’ use of the Internet as a Marketing Tool, Research Report No. 72, Teagasc, 2005.
    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.
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    Teagasc Walsh Fellowship Programme
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    REDP End of Project Reports
    Food Marketing & Agri-Innovation
    Food Marketing & Agri-Innovation
    Food Marketing & Agri-Innovation

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