Potential marketing options for promoting the consumption of Ban pork in the urban market
This study aims to identify potential marketing solutions for promoting the consumption of safe Ban pork in the urban market. A total of 35 in-depth interviews were conducted with green food stores and consumers in Hanoi city, who have been consuming Ban pork, to understand constraints of buyers, potential marketing channels, and quality certification options for marketing Ban pork in the urban market. Results show that green food stores and consumers had major difficulties in Ban pork consumption due to high price and inability of distinguish pure and crossbred Ban pork. While the insufficient supply of Ban pork was a constraint of food stores in consuming Ban pork, consumers lacked information of sellers in the production area. Marketing channels of Ban pork via Internet, tasting events, consumer groups were suitable for advertising Ban pork that can help to address constraints of buyers in the purchase and promote the Ban pork consumption. A high demand of urban buyers for branded and certified pork implicates the potentiality and feasibility of applying quality certification options for the marketing purpose. These potential options were using a label of a livestock production cooperative, a validated stamp of veterinary or quality testing organizations.
