Znaczenie odwołań do tradycji w marketingu żywności
The role of appeals to tradition in food marketing

Summary/Abstract: The frequency of the use of tradition in marketing is growing. Appealing to tradition reflects the need to have reference points, trust and stability. The perceived authenticity of a product is strongly connected with its origin, which is expressed by the factors of time (history), place (area), socialization (local community) and naturalness (raw materials). We carried out a survey among producers of items registered on the List of Traditional Products, managed by the Polish Ministry of Agriculture and Rural Development. ¾ of the study subjects claimed that getting registered on this list caused an improvement of their organization image. According to our respondents, the perceived authenticity of traditional products depends to the largest extent on such factors as: consumer knowledge, the look of the product and its name. In the opinion of producers, the most important determinants of competitive advantage in offering traditional products include: taste, product uniqueness, traditional recipe, brand and reputation, healthiness, and smell

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