Regional imagery and quality products: the Irish experience Available to Purchase

Regional imagery is increasingly being recognised as having a commercial value for the products of under‐developed areas. It provides a subjective source of quality differentiation. Results of a consumer survey in Ireland indicate that region of origin is an important consideration for two out of three consumers when deciding to buy quality products and that products from rural areas are generally perceived to be of high quality. However, the links between region and quality products are under‐developed as indicated by the fact that Ireland is seen as a single region and the low level of awareness for selected regional labels. The development of territorial linkages must be based on geographical sub‐divisions of relevance to consumers and must be carefully managed to avoid unnecessary competition and duplication of effort. Discusses the use of regional imagery, reviews the meaning of quality, and presents the results of a survey of Irish consumers focusing on their perceptions and behaviour in relation to regional quality products. It also draws some conclusions and makes recommendations of relevance to policy makers and local development agencies in particular.