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[EN] Higher education institutions are increasingly aware of the advisability of training students in teamwork, as professional organisations require their employees to integrate in complex projects with other colleagues. Nevertheless, assessing the acquisition of teamwork skills by students is not an easy task. This research evaluates a project implemented with students on the Bachelor¿s degree in Business Administration in which the evolution of teamwork skills was tracked while they were doing a team-based assignment. For this purpose, the CATME-BARS scale was employed to evaluate the teamwork skills in peer-assessments during the semester. In addition, the SLPI was used for evaluating leadership. The teamwork dimensions that emerged as signifi- cant gave priority to social interdependence over the knowledge, skills, and abilities of the teammate. The student profile was revealed as a key factor. The free-rider problem was detected in the Erasmus students (exchange students). Belonging to more demanding groups and the self- perception of leadership had a positive effect on teamwork effectiveness. In our results, gender and job experience did not influence teamwork effectiveness. Some students underwent a process of personal maturation thanks to the reflection on this soft skill. The research carried out high- lights the importance of teamwork ability in university students., This work was supported by the Universitat Politecnica de Valencia under reference [PIME-B16]. Funding for open access charge: CRUE-Universitat Politecnica de Valencia.

[EN] In this research, we analysed the data collected when assessing the "leadership ability" in our University in Bachelor's degree in Business Administration (BBA) as it is becoming a strategic skill in all organizations. The objective was to measure this generic skill in students and help them to develop it. For that, we used the Student Leadership Practices Inventory (SLPI) scale. This scale is based on Five Exemplary Leadership Practices: i) Model the way; ii) Inspire a shared vision; iii) Challenge the process; iv) Enable others to act; and v) Encourage the heart. Six items measure every practice or dimension. In total, there are thirty items. We analysed 132 students who assessed themselves according to this scale, obtaining a score for every item and dimension. To determine the profile of every student, the different variables considered were "Group", "Gender", "Erasmus students" and "Working or having worked". After collecting the data, we calculated the average, standard deviation and range for every item and dimension. We also conducted a cluster analysis and obtained two different segments. Based on the results, we can propose to each student a different development plan of this soft skill depending on the segment they belong. Therefore, we do not only get general conclusions from the whole group but we can also help our students to develop the "leadership ability" in a personalized way., We would like to thank our university for funding this project with reference PIME-B16.

Estudios previos muestran que, comercialmente, la carne de pollo tiene un posicionamiento similar al de la carne de pavo. Así, en la mente de los consumidores ambas son percibidas como carnes saludables y bajas en grasa. Debido a estas características, su consumo es ideal para los niños. Sin embargo, apenas existen investigaciones sobre el consumo y la imagen de ambas carnes en las familias con niños. El objetivo es doble: i) analizar el consumo de carne de pollo y pavo en hogares con niños (menores de 18 años); ii) analizar la imagen de la carne de pollo y pavo en los hogares con niños para comprobar si existen diferencias. Para ello, realizamos una encuesta telefónica con un error de ± 4,0% a un nivel de confianza del 95,5% en España. Obtenemos que la carne de pavo fresca y los elaborados de pollo y pavo se compran con más frecuencia en los hogares con niños. Si analizamos la imagen de ambas carnes en los hogares con niños con respecto a varios ítems, en todos los ítems la valoración del pollo es mayor excepto en "Es una carne sana y saludable", "Es una carne de alta calidad" y "Es digestiva, no pesada". Esta investigación ha sido financiada por la Generalitat Valenciana (Valencia, España) con la subvención [AICO/2017/066] (Proyecto "Sostenibilidad de la cadena de valor alimentaria: De la producción al consumo responsable").

[EN] Aim of study: Commercially, chicken meat has a similar positioning to turkey meat, as both are healthy and low-fat meats. For this reason, we proposed analysing consumer behaviour with respect to each of these meats based on market segmentation. Area of study: Spain. Material and methods: We carried out a telephone survey with an error of ± 4.0% at a confidence level of 95.5%, using the food-related lifestyle (FRL) instrument as part of the questionnaire. The statistical analysis techniques employed were different depending on the objective pursued: univariate, bivariate and multivariate analysis. Main results: Five segments were obtained: ¿Manager cook¿ (24.5%), ¿Healthy cook¿ (20.8%), ¿Concerned with food, but not cooks¿ (22%), ¿Total detachment¿ (11.9%) and ¿Rational shopper with little interest in cuisine¿ (20.8%). Notwithstanding the similar positioning of chicken and turkey meats, there are significant differences in purchasing and consumption habits between FRL segments. Specifically, there were significant differences in the frequency of purchase, the usual shopping location, purchasing criteria and preparation methods. Research highlights: Knowing the profile of these segments allows us to adapt the marketing mix (product, place, price and promotion) to each one. This is very useful for the companies due to the wide demand they face. First, they can choose the FRL segments to target and, second, they can define an appropriate marketing strategy according to these segments. In this way, market segmentation strategy based on food-related lifestyles may ensure companies a greater likelihood of success in the market., Autonomous Government of the Valencian Region, Spain: AICO/2017/066 (Project ¿Sustainability of the Food Value Chain: From Production to Responsible Consumption¿)

[EN] Data Envelopment Analysis (DEA) is a relative measure of efficiency applied to a set of decision units and is being used more and more frequently in the supermarket sector. Nonetheless, given how strongly the sector's financials depend on demand, companies need to combine this measurement with trade area information to best manage corporate efficiency. In this paper, the proposal consists of integrating DEA with a clearly articulated, structural typology so that supermarkets, based on their particular characteristics, can determine which variables are most critical for improving their efficiency. This methodology has been validated in the case of one of Spain's five largest supermarket chains. A principal component analysis and a classification analysis were carried out on a series of internal management variables from 61 locations for which DEA had been used to calculate efficiency and to which multiple trade area variables were added using GIS. Some of them are related to the loyalty scheme membership programme. These latter variables described the implantation of the loyalty scheme member programme and were revealed as key elements for the efficiency of the supermarket. This methodology provides marketing profiles that are more adapted to local circumstances, thus allowing companies to set better internal benchmarking objectives., The authors would like to thank the Consum-Universitat Politècnica de València Chair (Cátedra) for its collaboration in this study.

[EN] It is important to analyse the consumer profile of each type of meat to better adapt the marketing mix to each one. To this end, we examined the average consumption frequency of different types of meat based on two methodologies: consumer segmentation using the food-related lifestyle (FRL) framework, giving rise to 4 segments, and analysis of socio-demographic profiles. The variables used were: sex, age, educational level, social class, number of people in the household, presence of children younger than 18 in the home, geographical area and habitual residence. Beef was the only meat type significant in both analyses. Turkey meat only appeared as significant in the FRL analysis. The other meats (chicken, pork, rabbit and lamb) were only significant in the sociodemographic variables analysis. From the outcomes we may conclude that there is no single consumer profile, which rather depends on the type of meat.

[EN] The general aim of this research is to assess the “teamwork ability" in university students from a 180º approach. For this, we have obtained the selfassessment and coevaluation of this skill, using the CATME-BARS scale, in university students of "Marketing Management" of the Degree of Business Administration and Management at Universitat Politècncia de València. Next, we have contrasted whether this difference depends on a series of descriptive variables of the students that are being analyzed. The variables are: "Group" (morning, afternoon, English, double Degree of Business Administration and Management-Telecommunications Engineering), "Sex", "Erasmus" (if the student is Erasmus or not) and "Work" (if the student works or has worked in the last 2 years). No significant differences were found for any of them. Therefore, it could be concluded that the students analyzed have a self-perception of the “teamwork ability" aligned with the perception of their classmates, [ES] El objetivo general de esta investigación es evaluar la competencia “trabajo en equipo” en estudiantes universitarios desde un enfoque 180º. Para ello, hemos obtenido la autoevaluación y coevaluación de esta competencia, utilizando la escala CATME-BARS, en estudiantes universitarios de “Dirección Comercial” del Grado de ADE de la Universitat Politècncia de València. A continuación, hemos contrastado si esta diferencia depende de una serie de variables descriptivas de los estudiantes que se están analizando. Las variables son: “Grupo” (mañana, tardes, inglés, doble ADE- Ingeniero de Telecomunicación), “Sexo”, “Erasmus” (si es Erasmus o no) y “Trabajo” (si trabaja o ha trabajado en los últimos 2 años). No se han encontrado diferencias significativas para ninguna de ellas. Por tanto, se podría concluir que los estudiantes analizados tienen una autopercepción de la competencia “trabajo en equipo” alineada con la percepción de sus compañeros.

[EN] In-depth knowledge of consumers' perceptions of value is considered a critical success factor in today¿s competitive market. There is very little information about the perception that consumers have of rabbit meat compared to other types of meat (mainly beef and pork). To identify the consumer perception of rabbit meat in Spain, two marketing tools were used: positioning and image analysis. To this end, a survey was carried out in Spain mainland with an error of 3.53% and a confidence level of 95.5%. According to the positioning analysis, rabbit meat competed with turkey for the "low fat" and "healthy" attributes. Rabbit meat had in its favour that it was considered more ¿economical¿ than turkey. Commercially, rabbit meat did not compete with any other fresh meat and it was not associated with any other adjective. The image that consumers had of rabbit meat was that it is a clean, healthy and easy to find meat. Two clearly distinguished groups were also found: consumers who rated rabbit meat more positively and consumers that did so less positively. These two groups were defined by the variables ¿educational level¿, ¿rabbit meat consumption by children under 18 residing in the home¿, ¿geographical area¿ and ¿habitual residence¿. For the variables ¿gender¿, ¿age¿, ¿number of people in the home¿ and ¿presence of children younger than 18 years in the home¿, there were no significant differences. These results are very useful for the different value chain stakeholders, who can set different marketing strategies to improve rabbit meat consumption., Generalitat Valenciana (Project "Sustainability of the Food Value Chain: From Production to Responsible Consumption", Ref. AICO/2017/066).

The Universitat Politècnica de València (UPV) has synthesized a profile to be acquired by all the students based on 13 generic skills. For its assessment, the UPV has also developed a rubric for every skill depending on the level of the course. In this research, we develop an educational innovation for validating the rubrics for 3 of the 13 generic skills specified by the UPV. The chosen skills are: “Ability to think practically and apply knowledge in practical situations”, “Innovation, creativity and entrepreneurship ability” and “Teamwork and leadership ability”. To do this, we develop the same methodology in two groups (Morning/English) of the same course (Marketing Research of the Degree of Business Administration and Management of the Faculty of Business Administration and Management at the UPV) with significantly different student profiles. The assessment results of the skills reveal that there are no significant differences between groups. In conclusion, we could say that the rubrics developed by the UPV are adequate to assess all types of students: Erasmus or non-erasmus, working or having worked in the last 2 years or without work experience, and regardless of their satisfaction with the course.

[ES] Las comunidades online se han convertido en un lugar de encuentro muy popular para los consumidores que les permite compartir información. En este artículo se presenta una técnica de información novedosa como la netnografía, y se aplica para determinar cuál es el posicionamiento de las empresas de distribución alimentaria. Tras la recogida y análisis de 506 mensajes válidos de la comunidad online Ciao, se pudo conocer qué atributos se asociaban a seis establecimientos de alimentación analizados. Mercadona se asocia con la calidad de su marca de distribuidor y una escasa variedad de marcas/productos. Las tiendas discount, Lidl y DIA, destacan por la posibilidad de mejora en la limpieza del establecimiento y la localización de los productos. Los hipermercados, Eroski, Alcampo y Carrefour, son destacados por su variedad de marcas/productos, y alejado del domicilio. También se ha identificado a los competidores más directos de cada empresa, encontrándose una competencia entre los formatos de venta del mismo tipo (intratipo). El uso de la netnografia, técnica relativamente reciente, supone la mayor originalidad del trabajo. Además, las conclusiones obtenidas, que son coincidentes con estudios anteriores, muestran que la netnografía puede ser una fuente de información para determinar cuál es la imagen comercial y el posicionamiento de las empresas. [EN] Online communities have become a popular meeting place for consumers that allows them to share information. This article presents a marketing research technique as netnography, and applied to determine the positioning of food distribution companies. After collection and analysis of 506 valid messages Ciao online community, were able to learn which attributes are associated to six food establishments analyzed. Mercadona is associated with the quality of its private label and a narrow range of brands / products. Discount stores Lidl and DIA, highlighted by the possibility of improvement in the cleanliness of the establishment and location of products. Hypermarkets, Eroski, Carrefour and Alcampo, are renowned for their variety of brands / products, and away from home. Also been identified to direct competitors of each company, being a competition among the retail formats of the same type (intratipo). The use of netnography, relatively recent technique, is the largest original work. Furthermore, the conclusions that are consistent with previous studies show that the netnography can be a source of information to determine brand image and positioning of companies.

[ES] Las comunidades online se han convertido en un lugar de encuentro muy popular para los consumidores que les permite compartir información. En este artículo se presenta una técnica de información novedosa como la netnografía, y se aplica para determinar cuál es el posicionamiento de las empresas de distribución alimentaria. Tras la recogida y análisis de 506 mensajes válidos de la comunidad online Ciao, se pudo conocer qué atributos se asociaban a seis establecimientos de alimentación analizados. Mercadona se asocia con la calidad de su marca de distribuidor y una escasa variedad de marcas/productos. Las tiendas discount, Lidl y DIA, destacan por la posibilidad de mejora en la limpieza del establecimiento y la localización de los productos. Los hipermercados, Eroski, Alcampo y Carrefour, son destacados por su variedad de marcas/productos, y alejado del domicilio. También se ha identificado a los competidores más directos de cada empresa, encontrándose una competencia entre los formatos de venta del mismo tipo (intratipo). El uso de la netnografia, técnica relativamente reciente, supone la mayor originalidad del trabajo. Además, las conclusiones obtenidas, que son coincidentes con estudios anteriores, muestran que la netnografía puede ser una fuente de información para determinar cuál es la imagen comercial y el posicionamiento de las empresas., [EN] Online communities have become a popular meeting place for consumers that allows them to share information. This article presents a marketing research technique as netnography, and applied to determine the positioning of food distribution companies. After collection and analysis of 506 valid messages Ciao online community, were able to learn which attributes are associated to six food establishments analyzed. Mercadona is associated with the quality of its private label and a narrow range of brands / products. Discount stores Lidl and DIA, highlighted by the possibility of improvement in the cleanliness of the establishment and location of products. Hypermarkets, Eroski, Carrefour and Alcampo, are renowned for their variety of brands / products, and away from home. Also been identified to direct competitors of each company, being a competition among the retail formats of the same type (intratipo). The use of netnography, relatively recent technique, is the largest original work. Furthermore, the conclusions that are consistent with previous studies show that the netnography can be a source of information to determine brand image and positioning of companies

[ES] Para afrontar unas profesiones que están en proceso de transformación, los estudiantes universitarios necesitan desarrollar y entrenar habilidades como la adaptabilidad, la capacidad de resolver problemas y el trabajo en equipo. En el presente artículo se analizan dichas habilidades, denominadas competencias genéricas. La información requerida se obtuvo mediante el diseño de un cuestionario que fue empleado en 628 entrevistas personales a estudiantes de primer y segundo ciclo de la Universidad Politécnica de Valencia (UPV). El tratamiento de los datos se realizó mediante un análisis factorial y de ecuaciones estructurales. Las competencias fueron agrupadas en cuatro factores denominados competencias metodológicas, sociales, participativas y especializadas. Este resultado confirma lo obtenido en otros modelos, por lo que parece existir un cierto consenso en la tipología de competencias genéricas existentes. Sin embargo, las competencias metodológicas y especializadas son las que más influyen en la percepción de los alumnos de la UPV sobre qué competencias globales han adquirido. No obstante, existen diferencias entre aquellos alumnos que compaginan estudios y trabajo y aquellos que solo estudian. Los primeros opinan que la adquisición de las competencias metodológicas y especializadas influye de forma positiva en la percepción global de las competencias adquiridas en la UPV, mientras que las competencias participativas influyen negativamente en la percepción global de las competencias adquiridas. Los segundos, por su parte, señalan que las competencias sociales son las que más influyen en la percepción global de las competencias adquiridas en la universidad. Así, la principal conclusión de este trabajo es la diferencia entre los alumnos que ya se han incorporado al mundo laboral y aquellos otros que solo se dedican a estudiar, en cuanto a la percepción que tienen sobre la adquisición de competencias genéricas en la universidad., [EN] Adaptability, problem-solving ability and teamwork are skills that university students need to develop and hone if they are to face a changing career world. These skills are called generic competencies. A questionnaire was designed and used in 628 personal interviews with first-and second-cycle students at Valencia Polytechnic University to obtain information with a view to analysing generic competencies. The data were subjected to factor analysis and structural equation modelling. The competencies were clustered into four groups, labelled "methodological competencies", "social competencies", "participatory competencies" and "specialised competencies". As the results confirmed the findings of other models, it seems a certain consensus exists as regards what types of generic competencies there are. Be that as it may, methodological competencies and specialised competencies were found to exert the most significant influence on the sample students' perception of the overall competencies they had acquired. Nevertheless, there were differences between those students who were working their way through school and those students who were not. For the working students, the acquisition of methodological and specialised competencies had a positive influence on their overall perception of the skills they had acquired at university, but the participatory competencies had a negative influence on overall perception. For the non-working students, the social competencies were the most influential factor in their overall perception of the competencies they had acquired at university. The chief conclusion is thus that students who have already joined the world of work and students who are devoted entirely to study differ in their perception of the acquisition of generic competencies at university.

[EN] Rabbit meat is one of the most entrenched in the Spanish cuisine. Although rabbit farming on an industrial scale is able to cater domestic demand for this meat, per capita consumption has fallen more than 9% between 2006 and 2013. Meanwhile, the value of the final production of rabbit has decreased by 7.65% between 2013 and 2014 due to the decline in sales prices. The overall objective of this thesis is to analyze the rabbit meat value chain, with a special attention to the last stage, consumers. This last stage has been segmented according to the Food-Related Lifestyle (FRL) instrument. For gather information, we have interviewed value chain experts, we have made observations in retail distribution, an also we have conducted group dynamics with consumers. Besides, a survey for 800 consumers in Spain has been carried out.We have studied the rabbit meat value chain, formed by input suppliers, farmers, slaughterhouses, commercial distribution and consumers. Rabbit production in Spain is mostly carried out in non-integrated intensive farms, with an average size of 281 rabbit female per farm, far from the 700-900 rabbit female per Human Work Unit than experts recommend. Slaughterhouses are the stage in the value chain that has most developed vertical integration processes. They sell the product mainly in the format of whole carcasses. Commercial distribution follows two ways. On the one hand the traditional distribution, with a great weight for rabbit meat, because more than 57% of consumers acquired it in traditional retailers, and on the other hand the great or modern distribution. Regular consumption of rabbit in Spain is far lower than other livestock species -only above that of lamb meat- and occurs mainly by people aged between 55 and 74.Spanish consumer segmentation according to the FRL has created four segments, which we have assigned four representative names. The first, called Despreocupados (Carefree), is the greatest of all (36.9% of the population), mostly middle-aged, with low consumption of rabbit meat and its main consumption restriction is "to be unaccustomed". The second is called Cocineros (Chefs) (18.5% of the population), and they are the bigger rabbit consumers. It consists principally of mature and elderly, and its most important consumer restriction is "I do not like the taste". The third segment, Consumidor extradoméstico y comprador de conveniencia (Extra-domestic consumer and convenience buyer), is the second largest segment (28.6% of the population), with a medium consumption of rabbit meat. They are mainly young people and their main obstacle to consumption is "I do not like the taste." The fourth and smallest segment (16.1% of the population), is called No implicado en la cocina y comprador racional (Not involved in the kitchen and rational buyer). It is represented by mature and elderly people with little liking for cooking. They are distinguished by a very low consumption of rabbit meat, mainly because "I do not like the taste" and "because I prefer other meat".It can be concluded that the rabbit sector in Spain has a wide scope for improvement, surrounded by new commercial opportunities that are not being utilized and that might be critical to its future., [ES] La carne de conejo es uno de los productos más arraigados en la gastronomía española. Aunque la cría de conejos a escala industrial es capaz de atender la demanda interna de esta carne, su consumo per cápita ha descendido más de un 9% entre los años 2006 y 2013. Paralelamente, el valor de la producción final de conejo se ha reducido un 7,65% entre 2013 y 2014, debido al descenso en los precios de venta. El objetivo genérico de esta Tesis Doctoral es analizar la cadena de valor cunícola y en especial a su último eslabón, el consumidor, al que se segmentará según el instrumento Food-Related Lifestyle (FRL). Para recopilar información se han entrevistado a expertos de la cadena de valor, se han realizado observaciones comerciales en puntos de venta y dinámicas de grupo con consumidores, además de una encuesta a 800 consumidores de España.Se ha estudiado la cadena de valor cunícola, formada por proveedores de insumos, productores, mataderos, distribución comercial y consumidores. La producción cunícola en España se realiza en explotaciones intensivas no integradas, con un tamaño medio de 281 hembras/granja, muy lejos de las 700-900 hembras/Unidad Trabajo Humano que recomiendan los expertos. Los mataderos son el eslabón que más ha desarrollado procesos de integración vertical y venden el producto principalmente en formato de canal entera. La distribución comercial sigue dos vías. Por una parte la distribución tradicional, con un gran peso para la carne de conejo, pues más de un 57% de los consumidores la adquiere en este tipo de establecimientos, y por otra parte la gran distribución. El consumo habitual de conejo en España es muy inferior al de otras especies ganaderas, superando solamente al del cordero, y se da principalmente por personas de entre 55 y 74 años.La segmentación del consumidor español según el FRL ha originado cuatro segmentos. El primero, denominado Despreocupados, es el mayor de todos (36,9% de la población), mayoritariamente de mediana edad, con bajo consumo de carne de conejo y siendo su principal freno "la falta de costumbre". El segundo se denomina Cocineros (18,5% de la población), y es el de consumo más alto de conejo. Constituido principalmente por personas maduras y de la tercera edad, su freno más importante al consumo es "no me gusta el sabor". El tercer segmento, Consumidor extradoméstico y comprador de conveniencia, es el segundo en tamaño (28,6% de la población), con un consumo medio de carne de conejo. Son mayoritariamente personas jóvenes y su principal freno al consumo es "no me gusta el sabor". El cuarto y más pequeño (16,1% de la población), se denomina No implicado en la cocina y comprador racional. Lo representan personas maduras y de la tercera edad, con poco gusto por la cocina. Se distinguen por su muy bajo consumo de carne de conejo, principalmente porque "no me gusta el sabor" y "porque prefiero otro tipo de carne".Se puede concluir que el sector cunícola en España tiene un amplio margen de mejora, existiendo oportunidades comerciales detectadas que no se están explotando y que pueden ser fundamentales para su futuro., [CAT] La carn de conill és un dels productes més arrelats a la gastronomia espanyola. Tot i que la cria de conills a escala industrial és capaç d'atendre la demanda interna d'aquesta carn, el seu consum per càpita ha descendit més d'un 9% entre els anys 2006 i 2013. Paral¿lelament, el valor de la producció final de conill s'ha reduït un 7,65% entre el 2013 i 2014, a causa del descens en els preus de venda. L'objectiu genèric d'aquesta Tesi Doctoral és analitzar la cadena de valor cunícola i en especial la seva última baula, el consumidor, el qual es segmentarà segons l'instrument Food-Related Lifestyle (FRL). Per a recopilar informació s'han entrevistat experts de la cadena de valor, s'han realitzat observacions comercials en punts de venda i dinàmiques de grup amb consumidors, a més d'una enquesta a 800 consumidors d'Espanya.S'ha estudiat la cadena de valor cunícola, formada per proveïdors d'inputs, productors, escorxadors, distribució comercial i consumidors. La producció cunícola a Espanya es realitza en explotacions intensives no integrades, amb una grandària mitjana de 281 femelles/granja, molt lluny de les 700-900 femelles/Unitat Treball Humà que recomanen els experts. Els escorxadors són la baula que més ha desenvolupat processos d'integració vertical i venen el producte principalment en format de canal sencera. La distribució comercial segueix dues vies. D'una banda la distribució tradicional, amb un gran pes per a la carn de conill, ja que més d'un 57% dels consumidors l'adquireix en aquest tipus d'establiments, i d'altra banda la gran distribució. El consum habitual de conill a Espanya és molt inferior al d'altres espècies ramaderes, superant només al corder, i es dóna principalment per persones d'entre 55 i 74 anys.La segmentació del consumidor espanyol segons el FRL ha originat quatre segments. El primer, anomenat Despreocupados (Despreocupats), és el més gran de tots (36,9% de la població), majoritàriament de mitjana edat, amb baix consum de carn de conill i sent el seu principal fre "la falta de costum". El segon es denomina Cocineros (Cuiners) (18,5% de la població), i és el de consum més alt de conill. Constituït principalment per persones madures i de la tercera edat, el seu fre més important al consum és "no m'agrada el gust". El tercer segment, Consumidor extradoméstico y comprador de conveniencia (Consumidor extradomèstic i comprador de conveniència), és el segon en grandària (28,6% de la població), amb un consum mitjà de carn de conill. Són majoritàriament persones joves i el seu principal fre al consum és "no m'agrada el gust". El quart i més petit (16,1% de la població), es denomina No implicado en la cocina y comprador racional (No implicat a la cuina i comprador racional). El representen persones madures i de la tercera edat, amb poc gust per la cuina. Es distingeixen per un molt baix consum de carn de conill, principalment perquè "no m'agrada el gust" i "perquè prefereixo un altre tipus de carn".Es pot concloure que el sector cunícola a Espanya té un ampli marge de millora, existint oportunitats comercials detectades que no s'estan explotant i que poden ser fonamentals per al seu futur., Montero De Vicente, L. (2015). La cadena de valor del sector cunícola en España. Segmentación del consumo en base al Food-Related Lifestyle (FRL) [Tesis doctoral no publicada]. Universitat Politècnica de València. doi:10.4995/Thesis/10251/58775., TESIS