The Italian production chain of pork meat: productive and marketing features

Research aims to verify presence/absence of a national potential market of pork meat (fresh and transformed)enriched with antioxidant elements. In the first section of this work, a descriptive analysis of the Italian pork meat market will be achieve; in the second section results and features of the market research will be presented. The market research has been obtained by telephone interview to a representative sample of Italian consumers. The research verified that traditional segment of pork meat assortment product strongly fidelize the Italian customer. Moreover, the research verified that potential demand for pork meat enriched with antioxidant elements varies strongly depending on price premium level. Thus the concept executing do not prescinding from a sensitive analysis applied to its financial performance indicator, varying the price premium level.