Marketing model of a revival of an ethnic dish in case of buckwheat pap

Abstract

In Slovenia, pap is traditionally perceived as a tasteless and worthless dish of the poor. Still, buckwheat pap has been ranked among buckwheat dishes that are frequently consumed by Slovene consumers. The research aim is to investigate the perceived value of buckwheat pap and to compare it with its’ objective nutritional value, as well as to evaluate possibilities and ways of reposition of the dish from worthless eating for the poor to high valued wholesome meal of knowledgeable consumers. Results indicate that taste of buckwheat milky pap is a meal of pleasing, mild taste and tempting smell, suitable for family supper. The application of post-modern archetypic concern for the past, that is source of composing post-modern nutritional collage in case of this dish means combination of massages: safety – stillness – well-being. The key target market segments should be households within the groups of full-nest 1 and 2, as well as of seniors or households that are sensitive to the quality and to the prices of food, respectively.