Economica (Dec 2016)
AGRO-ALIMENTARY PRODUCTS MARKETING AT THE CONFLUENCE OF MODERN CONSUMER’S REQUIREMENTS AND SUSTAINABLE DEVELOPMENT
Abstract
Intensive development, recorded by global markets and correlated with modern consumer’s demands, has led to the formation of a new, more complex approach, related to the food sector and to its main determinants. Old theories about the mechanism of market trading came into disuse. The consumer is no longer unsuspecting, he is rather very active, and whose requirements must be taken into account by the manufacturer and by technological schemes of production. The age of “caveat emptor” turns into the era of “caveat vendor”. So, the challenge launched by the consumer to the manufacturer, is a simplistic one, namely: ensuring and guaranteeing product quality. But this goal is not a goal in itself; it is part of a trinomial term: the natural environment, the economic environment and the social -human environment. Today, an agro-alimentary product must guarantee not only safety of consumption but it also must have an ecological footprint as reduced as possible; it must meet producer’s expectations and contribute to social and human development. This research aims to emphasize the directive that must be supported by manufacturers and sellers in order to ensure quality agro-alimentary products through the implementation of standardized production methods and through the correct, complete and comprehensible consumer’s informing. Identifying the current position of the management of food quality from the suggestions of the researched segment a design of “an agroalimentary good” was proposed, that is perfectly adaptable to the requirements of consumer, to the environmental challenges, to the expectations of producers and to the sustainable development of the society.
