Traditional Italian Food Products on the Chinese Market: Best Practices for Italian Small and Medium Enterprises.

This work focuses attention on the area of a specific sector consisting of Italian small and medium enterprises that market traditional Italian products. A questionnaire submitted to a group of Chinese consumers provides their definition of a traditional product and, in particular, gives their positive opinion on traditional Italian food products, whose “reliability” and “health” content they acknowledge as fundamental attribute perceptions, together with the importance of an agreeable “taste”. The study stresses the strategic importance for small and medium Italian enterprises offering traditional Italian food products to adopt more appropriate marketing techniques and practices which take into account the indications emerging from the survey for developing the Chinese market.