Developing customer relationships through Fair Trade: a case study from the retail market in the UK

Abstract

Looks at the so‐called 7Ps of the retail market in the United Kingdom: product, price, place, promotion, people, process and physical evidence, along with customer service. Looks to address the issues of produce, placement, ethics and parasocial relationships, via a study of Fair Trade products in the UK retail marketplace. Defines what Fair Trade products are and how they are marketed in the UK. Sums up that it is in both retailers’ and consumers’ interests to build relationships with the growing Fair Trade ranges.

Cite this work

No public copy is stored for this record, so only the metadata is cited.

Stored only when both papers are in the corpus — 22 citations exist upstream.

Papers that cite the same references — the relational fallback while embeddings are still backfilling.