Typicality a Marketing Approach of Consumers’ Attitude and Behaviour with Respect to Typical Food Products, a Theoretical Framework

Marketing approach of typicality seems far away from analytical one. Producers, agronomists and policy makers are often convinced about the original traits of typical food products. However distributors and consumers are less involved within the supply chain process of such products and are not skilled about the intrinsic value of typical food products. In this way marketing approach of typicality needs to focus on perceived typicality, not necessarily on objective typicality. In marketing science, typicality deals with the several attributes of a given product and fits with segmentation strategy in order to increase product’s added value by reaching consumer expectations.