ASSESSMENT OF THE IMPORTANCE OF QUALITY AND PRICE FOR TRADITIONAL REGION-SPECIFIC FOODSTUFFS

Abstract

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.