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Article
Publication date: 1 June 1998

Vasco Tamagnini and Angela Tregear

This paper describes the findings of a research project which investigated the suitability of the UK as a possible niche market for a speciality Portuguese smoked sausage …

1972

Abstract

This paper describes the findings of a research project which investigated the suitability of the UK as a possible niche market for a speciality Portuguese smoked sausage (Chouriço de Portalegre). The paper begins with a discussion of niche marketing theory, and proposes three criteria which a potential niche market should adhere to. These criteria are then used as a means of assessing the potential of the UK as a niche market, with the help of secondary and primary research. Results show that the Chouriço de Portalegre has an appropriate mix of qualities for niche marketing in the UK, but that issues of intermediary and customer knowledge and communication of product benefits need to be overcome.The findings have important implications for retailers of speciality meat products in the UK.

Details

British Food Journal, vol. 100 no. 5
Type: Research Article
ISSN: 0007-070X

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