**3. Marketing cheese valorization**

 To understand market and consumer habits is the key point to better position goods. This rule of thumb is valid also for niche products such as traditional cheeses strongly tied to the territory of origin. It is necessary to keep in mind that not all consumers are alike and that not all areas are similar in terms of background, rules, laws, custom habits and preferences. Even if brand managers are marketing experts in logistics, price promotions and advertising, most often they are not in consumer acceptance or compliance [2]. What managers miss is the level of consumer knowledge.

The influence of consumer knowledge [3] extends beyond product choice and consumption. Beliefs, attitudes and perceptions are all aspects that strongly drive consumer act of purchase. In order to better valorize cheese on the market, consumers' knowledge is the first step to face to adopt correct marketing strategies. Besides, consumer research constitutes the base for getting hints on a potential wow effect [4] that is often personally induced when not only expectations are satisfied but consumers obtain something more.

In order to valorize niche productions strongly tied to the originating area, CoRFiLaC has always supported technical with marketing research trying to highlight important aspects under consumers' point of view to improve market share and product selling power.
