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To identify consumer perception of Fairtrade products and to investigate how the growth of Fairtrade products can be sustained and accelerated with particular emphasis on the role played by the major food retailers. Satpreet Bhamrah Bsc (Honours) Food Marketing and Business Economics Year 3 Undergraduate Finalist The University of Reading Individual Project Report, April 2008 Word Count An abstract for: 'An investigation on the importance of fair trade and how it is marketed in the UK, and its effectiveness upon consumers'. Contents Page Abstract Chapter 1 Introduction -1.1. Introduction -1.2. Main Aim -1.3. Objectives -1.4. Methods -1.5. Report Structure Chapter 2 Fair Trade Movement- History, Definition and Recent Developments - 2.1. Background to trade -2.2. Fairtrade -2.3. Fairtrade Mark Scheme, Chronological Order- Table 1 -2.4. Supermarket and Retailer Response -2.4.1: Case Studies Chapter 3- Theoretical Framework -3.1. Economic factors influencing food choice -3.2. Potential Marketing -3.3. Marketing Mix -3.4. Consumer Behaviour Chapter 4- Results 1.1 : Introduction This chapter commences with offering an introduction...

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