SMALL AGRIFOOD PRODUCERS REACHING THE CONSUMERS: CHALLENGES AND SOLUTIONS FROM A MARKETING PERSPECTIVE

Abstract

Agrifood products are sold both in modern retail stores, such as supermarkets, hypermarkets, and discount stores, and in traditional retail, such as agrifood markets and small grocery shops. Unequal competition is felt between modern and traditional retailers, between Romanian and imported products, and between processed and unprocessed foods, especially since over 80% of Romanians purchase their groceries in modern retail stores. To help small farmers, and even small traditional retailers, this research identifies several customer segments and their characteristics, followed by some marketing solutions adapted to their specific profiles. Also, we have observed two particular trends: an increased importance given to the proximity of the stores, and an increase in online grocery shopping.