ABSTRACT
The concluding chapter provides a summary of our results obtained in quantitative studies as well as a catalogue of best practices in highlighting the domestic origin of food products based on the case studies. These recommendations concern product strategies, pricing, distribution, marketing communication, and coherence of all components of marketing mix. The strongest predictors of the country-of-origin effect on the food market were as follows: the importance attached to the traditional method of production, to distance from the producer, and to the brand, as well as consumer ethnocentrism level. There is a very strong turn towards various forms of marketing communication emphasising the domestic origin of products. Two different strategies in this field can be observed: (1) an explicit communication of the Polish origin of products and the raw materials used in their production with strong references to national values and symbols (strategy used by Biedronka and Grot), and (2) a more discreet use of national symbols, with more references to the traditional production methods and theregional identity (strategy used by Klimeko, EkoŁukta, and Srebrna Góra).
