[ Place des labels qualité dans le marketing des produits de terroir ]
Volume 26, Issue 3, June 2019, Pages 732–742
Laila OUHNA1 and Meryem ALAOUI AMINE2
1 Management Sciences Department, Ibn Zohr University / FSJES, Ait melloul, Agadir, Morocco
2 Management Sciences Department, Mohamed 5 University / FSJES, Salé, Morocco
Original language: French
Copyright © 2019 ISSR Journals. This is an open access article distributed under the Creative Commons Attribution License, which permits unrestricted use, distribution, and reproduction in any medium, provided the original work is properly cited.
The present research aims to study the role of quality labels in the marketing of local products in Morocco and their effects on promotion of their sales. A longitudinal study was carried out on cooperatives certified quality labels Protected Designation of Origin (PDO) saffron and, Protected Geographical Indication (PGI) Argane to protect their products since 2013-2015. The results confirm the effect of the two labels on the marketing of both local products.
Author Keywords: Local products, marketing, agri-food, longitudinal study, Argan oil, Taliouine saffron, Quality label.
Volume 26, Issue 3, June 2019, Pages 732–742
Laila OUHNA1 and Meryem ALAOUI AMINE2
1 Management Sciences Department, Ibn Zohr University / FSJES, Ait melloul, Agadir, Morocco
2 Management Sciences Department, Mohamed 5 University / FSJES, Salé, Morocco
Original language: French
Copyright © 2019 ISSR Journals. This is an open access article distributed under the Creative Commons Attribution License, which permits unrestricted use, distribution, and reproduction in any medium, provided the original work is properly cited.
Abstract
The present research aims to study the role of quality labels in the marketing of local products in Morocco and their effects on promotion of their sales. A longitudinal study was carried out on cooperatives certified quality labels Protected Designation of Origin (PDO) saffron and, Protected Geographical Indication (PGI) Argane to protect their products since 2013-2015. The results confirm the effect of the two labels on the marketing of both local products.
Author Keywords: Local products, marketing, agri-food, longitudinal study, Argan oil, Taliouine saffron, Quality label.
Abstract: (french)
La présente recherche vise à étudier le rôle des labels qualité dans le marketing des produits de terroir au Maroc et leurs effets sur la promotion de leurs ventes. Pour ce faire, une étude longitudinale a été effectuée sur les coopératives certifiées pour les produits Appellation d’Origine Protégée AOP Safran de Taliouine et Indication Géographique Protégée IGP Argane durant la période 2013-2015. Les résultats confirment l’effet des deux labels IG et AO sur le marketing des deux produits de terroir et l’évolution de leurs ventes.
Author Keywords: Produits de terroirs, Marketing, Agroalimentaire, Étude longitudinale, Huile d’Argane, Safran de Taliouine, Labels qualité.
How to Cite this Article
Laila OUHNA and Meryem ALAOUI AMINE, “Place of quality labels in the marketing of local products,” International Journal of Innovation and Applied Studies, vol. 26, no. 3, pp. 732–742, June 2019.
