Example niche marketing dissertation topic 2:

Farmers’ markets: An analysis of marketing techniques employed

The organic and associated green food market has enjoyed unprecedented growth over recent years. At the same time, whilst traditional weekly markets have declined in the face of stiff competition from supermarkets, farmers’; markets have enjoyed a renaissance of popularity. With merchandising endorsed by celebrity chefs such as Hugh Fernley Whittington and annual awards for the best farmers market, this dissertation looks at the marketing techniques used at Stroud and Ludlow to explain how and why they have become such a haven for foodies. This is a dissertation that, as well as using an n array of academic marketing theories, would also benefit from first-hand primary data.

Suggested initial topic reading:

• Latacz-Lohmann, U. and Foster, C. (1997) ‘From “niche” to “mainstream” – Strategies for marketing organic food in Germany and the UK’, British Food Journal, Vol. 99(8), pp. 275-282.
• Morris, C. and Buller, H. (2003) ‘The local food sector: A preliminary assessment of its form and impact in Gloucestershire’, British Food Journal, Vol. 105(8), pp. 559-566.
• Szmigin, I., Maddock, S. and Carrigan, M. (2003) ‘Conceptualising community consumption: Farmers’ markets and the older consumer’, British Food Journal, Vol. 105(8), pp. 542-550.