CONSUMER'S BEHAVIOUR AND LOCAL PRODUCTS: A PERCEPTION MODEL

The main aim of this research is to study the perception of consumers regarding regional products from Calabria and the role of Magna Graecia culture in their buying behaviour. In fact, many products and artefacts reflect the finds in the region from the ancient Greek era which ran from the VIII Century B.C. to the 1st Century A.D.. Despite this considerable patrimony Calabria has still not fully exploited its potential. The basic assumption underlying this research is that such processes are characterised by certain variables inextricably linked to the territory. The goal, therefore, is to construct a model to help us identify the main relevant factors. Currently, there remains a gap in the literature about the degree of influence played by the territorial image and other potentially influential factors have not yet been analyzed thoroughly. The aim of this research, therefore, is to analyze the perception of local products from the Calabria region as heritage of Magna Graecia period in order to identify a new model which can deliver concrete results for the area as regards marketing strategies and territorial communication, thereby influencing in a positive way regional development. To achieve this task, the research conducted has been developed by using two different approaches: the first qualitative, the second quantitative. In particular, the qualitative method (in depth-interviews with marketing experts) has been used initially to find important considerations which constituted the base on which the quantitative research (based on the questionnaires with consumers) can then build upon.