Fair Trade products available in many, such as art, flowers, paper, but the main products are coffee, bananas, tea and chocolate. In 2003, global sales of fair trade products exceeded 700 million. In 2005 there were 433 groups of producers who work globally with 5 million farmers and their families, with 360 in 2002. Since 2001, coffee export price fell to $ $ 1.00 0.49c/lb, only trade coffee prices remained $ 1.26/lb, preventing many farmers from bankruptcy. However, fair trade remains a niche market.
Consumers have the power to affect the growth of fair trade products. However, conditioned awareness of equality and methods of work to integrate trade of supermarkets, so they choose, or not, whether to promote fair trade by paying a premium for fair trade products ethics. To better understand the current level of knowledge and awareness among consumers, a consumer survey designed and carried descent supermarket (Waitrose), a film and a supermarket “down market” (ASDA) in Kingston, south west London. The survey focuses on food as an important market for fair trade.
ASDA direct Waitrose different socioeconomic groups. According to research conducted by the magazine which is the UK supermarket chain Waitrose food quality scale. ASDA is the “best value weekly shop with prices in Britain are independently be lower than its main competitors” and holds a British retailer’s best value. ASDA and other supermarkets in the UK to compete mainly on price and try to attract customers through rewards, loyalty programs, certificates, Waitrose is trying to develop brand loyalty by offering high quality products of differentiation. Therefore, Waitrose can be characterized as a “luxury” ASDA can be described as market “bear. Waitrose holds the royal warrant for services, a symbol of prestige. It is also active in maintaining a” green “image. It was the first winner of” organic supermarket of the year ‘ Title. Company products are also more prestigious than ASDA, they tend to be more expensive.