MARKETING STRATEGIES FOR TRADITIONAL AGRO-FOOD PRODUCTS: A CASE STUDY ON THE LOCAL MARKET OF PESTERA, BRASOV

Abstract

Traditional agro-food products constitute a cornerstone of sustainable rural development, offering not only economic opportunities but also contributing to the preservation of biodiversity and the reinforcement of cultural identity. Their production is often intimately linked to local ecosystems and traditional knowledge systems, making them essential for maintaining both environmental and socio-cultural resilience. However, despite their recognized importance, the effective marketing of such products continues to face substantial obstacles. This is particularly evident in geographically isolated rural areas, such as Peștera in Brașov County, where small-scale producers often struggle to reach broader markets and to differentiate their offerings in an increasingly competitive environment. In response to these challenges, the present study seeks to explore consumer perceptions and preferences regarding traditional agro-food products and to identify marketing strategies capable of enhancing their competitiveness within local and regional markets. To this end, data were collected through a structured questionnaire utilizing a five-point Likert scale, with a sample comprising 187 respondents. The analytical framework combined descriptive statistics, analysis of variance (ANOVA), and simple linear regression to uncover key determinants of purchasing behavior and to assess their relative impact. Findings from the statistical analysis reveal that several factors play a pivotal role in influencing consumer choices, notably the perceived authenticity of the product, transparent communication concerning production methods, adherence to sustainable agricultural practices, and the presence of a strong local brand identity. These results highlight the necessity for producers and policymakers to develop marketing strategies that are not only efficient but also aligned with principles of sustainability and authenticity. By doing so, stakeholders can improve market access for traditional products, stimulate rural economic revitalization, and ensure the continued safeguarding of invaluable food heritage assets, thus reinforcing the dynamic link between rural economies and cultural landscapes.