Znaczenie produktów tradycyjnych dla regionu – próba oszacowania
Streszczenie
The aim of this paper is to link the economic and marketing perspectives by
means of the quantitative method for marketing purposes which justifies promotion
support of regional products offered by the public sector. Using the Bayesian approach,
the authors have made an attempt to evaluate the influence of the number of local
traditional products in Polish regions (as listed in the List of Traditional Products) on
the general value of food production in regions in 2014. The foundation for the study is
provided by the database developed by its authors for 16 Polish NUTS2 regions. Using the
BMA (Bayesian Model Averaging) method, a group of explanatory variables was proposed
for potential factors responsible for dependent variable. Quantitative approach, especially
Bayesian approach is new in the field of measuring the impact of POO (place-of-origin)
that has not been used so far. The novelty is that it is able to estimate the exact influence
of place of origin effect variable impact on the region. As such, thanks to the approach,
it is possible to assess the impact of POO that influences further the relevant marketing
actions such as promotional campaigns.
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