The main objective of this paper is to consider the role of Made in Italy in foreign markets, especially in the German one. The focus is on the Italian Sounding phenomenon, which is mainly affecting the Italian food sector. To deeply understand this phenomenon and its consequences, an online survey has been carried out in Germany. By analyzing results, the fact that consumers do not pay attention to the label while purchasing has been confirmed. In this way, the strategy of Italian Sounding damages both the perception of Made in Italy goods and the whole Italian economy. For those reasons, the Italian Sounding should be minimized by using specific marketing activities, until consumers understand the real quality of the authentic Made in Italy.
The Italian Sounding phenomenon: the case of Germany
FRANCIONI, BARBARA;
2017
Abstract
The main objective of this paper is to consider the role of Made in Italy in foreign markets, especially in the German one. The focus is on the Italian Sounding phenomenon, which is mainly affecting the Italian food sector. To deeply understand this phenomenon and its consequences, an online survey has been carried out in Germany. By analyzing results, the fact that consumers do not pay attention to the label while purchasing has been confirmed. In this way, the strategy of Italian Sounding damages both the perception of Made in Italy goods and the whole Italian economy. For those reasons, the Italian Sounding should be minimized by using specific marketing activities, until consumers understand the real quality of the authentic Made in Italy.I documenti in IRIS sono protetti da copyright e tutti i diritti sono riservati, salvo diversa indicazione.
