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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".

Hoy en día es muy importante que las empresas trabajen sus sitios web en busca de mejorar su posición en los buscadores (Google, Yahoo, etc.), para ello emplean una serie de técnicas y herramientas que aumentan la visibilidad del establecimiento o negocio según su situación geográfica (SEO local). El objetivo del trabajo es realizar un experimento para observar la evolución del SEO local de las ubicaciones de una cadena de supermercados en la ciudad de València en los servicios de búsqueda y mapas de Google. Para ello se seleccionaron 53 supermercados de los que Google no disponía fotografías propias y se creó un grupo control al que no se les aplicó ningún tratamiento. Este grupo estaba formado por 14 supermercados, seleccionados en base a criterios geográficos (distritos de la ciudad de València), características propias de los locales (metros cuadrados, parking propio) y densidad comercial. Como indicadores de evolución se usaron las visualizaciones (de la búsqueda o de Maps), las búsquedas (directas e indirectas) y acciones (llamada, visita al sitio web y solicitud de indicaciones). Se observó una mejora en los tres indicadores con una repercusión de 3.5 millones de visualizaciones, 3,3 millones de búsquedas y 1,9 millones de acciones de los usuarios más que en 2019.

[ES] En la actualidad, las organizaciones necesitan contar con un plan de comunicación integral, que vaya alineado con su estrategia empresarial, de forma que se cubran las necesidades informativas de cada uno de sus grupos de interés. Esta comunicación debe ser transparente, bidireccional y coherente en todos los canales y soportes para evitar confusiones. Los clientes, cada vez más informados, dan mucho peso a las valoraciones que otros hacen de las marcas, por lo que la experiencia de usuario redundará en la reputación, intangible a cuidar en cualquier organización que quiera prosperar. El objetivo del presente trabajo es analizar el estado de la comunicación de Foro Jurídico Formación, empresa valenciana, que desde hace 14 años imparte cursos de formación para abogados, detectando aspectos de mejora y estableciendo un plan de comunicación. Para ello, se parte de un análisis del contexto empresarial, tanto a nivel interno como a nivel externo que permiten conocer la misión, visión y valores de la organización, su posición competitiva, su política comunicativa y los resultados obtenidos. Seguidamente, se elabora un diagnóstico de la situación y se definen los objetivos de comunicación, identificando públicos objetivo y segmentos. Posteriormente se desglosan las estrategias y tácticas a realizar según cada grupo de interés, eligiendo los canales más adecuados para conectar con los mismos. Finalmente, se presenta un plan de acción, para la materialización de las estrategias y se establece indicadores para su medición posterior.

[ES] Este estudio tiene como objetivo analizar las nuevas formas de comunicación centradas en las redes sociales y el mundo digital de las marcas de moda de lujo. Además de conocer cómo afecta esta nueva forma de comunicar y si estas herramientas ayudan a conseguir tanto un mayor engagement como un mayor conocimiento de marca, ya que, como se ha podido comprobar, se trata de un canal clave para este sector. Para ello, como método fundamental de investigación, se ha realizado el estudio de caso de la marca de moda Balenciaga, del prestigioso diseñador de moda español, Cristobal Balenciaga, ya que es un método que permite conocer en profundidad los contenidos, estrategia de marca y cambios de la misma, teniendo como unidad de análisis el post o publicación. No obstante, en una primera instancia se presenta una revisión bibliográfica de lo existente hasta la fecha para conocer y entender el escenario actual de todo lo que se ha investigado sobre la creación de marcas de moda de lujo y poder establecer nuevas estrategias narrativas y de storytelling. Asimismo, el análisis profundiza en Instagram para conocer el potencial de esta red social en la comunicación de marca dentro del sector de la moda de lujo, dado que es la red social en la que se encuentran los millenials, futuros potenciales clientes del lujo. A esta investigación se suma como método de análisis cualitativo la realización de entrevistas en profundidad a responsables de comunicación de marcas de lujo y expertos en redes sociales y moda con el fin de obtener así una visión enriquecida sobre el tema., [EN] This study aims to analyze the new forms of communication focused on social networks and the digital world of luxury fashion brands. In addition to knowing how this new way of communicating affects and if these tools help to achieve both greater engagement and greater brand awareness, since, as has been proven, it is a key channel for this sector. For this, as a fundamental method of research, the case study of the fashion brand Balenciaga, of the prestigious Spanish fashion designer, Cristobal Balenciaga, has been carried out, since it is a method that allows to know in depth the contents, brand strategy and changes of the same, having as a unit of analysis the post or publication. However, in the first instance, a bibliographic review of what exists to date is presented to know and understand the current scenario of everything that has been investigated on the creation of luxury fashion brands and to be able to establish new narrative and storytelling strategies. Likewise, the analysis delves into Instagram to know the potential of this social network in brand communication within the luxury fashion sector, given that it is the social network in which millennials, future potential luxury customers, are located. To this research is added as a method of qualitative analysis the realization of in-depth interviews with communication managers of luxury brands and experts in social networks and fashion in order to obtain an enriched vision on the subject., [CA] Este estudi té com a objectiu analitzar les noves formes de comunicació centrades en les xarxes socials i el món digital de les marques de moda de luxe. A més de conéixer com afecta esta nova forma de comunicar i si estes ferramentes ajuden a aconseguir tant un major engagement com un major coneixement de marca, ja que, com s'ha pogut comprovar, es tracta d'un canal clau per a este sector. Per a això, com a mètode fonamental d'investigació, s'ha realitzat l'estudi de cas de la marca de moda Balenciaga, del prestigiós dissenyador de moda espanyol, Cristobal Balenciaga, ja que és un mètode que permet conéixer en profunditat els continguts, estratègia de marca i canvis de la mateixa, tenint com a unitat d'anàlisi el post o publicació. No obstant això, en una primera instància es presenta una revisió bibliogràfica de l'existent fins a la data per a conéixer i entendre l'escenari actual de tot el que s'ha investigat sobre la creació de marques de moda de luxe i poder establir noves estratègies narratives i de storytelling. Així mateix, l'anàlisi aprofundix en Instagram per a conéixer el potencial d'esta xarxa social en la comunicació de marca dins del sector de la moda de luxe, atés que és la xarxa social en què es troben els millenials, futurs potencials clients del luxe. A esta investigació se suma com a mètode d'anàlisi qualitativa la realització d'entrevistes en profunditat a responsables de comunicació de marques de luxe i experts en xarxes socials i moda a fi d'obtindre així una visió enriquida sobre el tema.

[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.

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.

Irrigation water use efficiency, the small size of the orchards, and part-time farmers are major issues for Spanish citriculture. How should irrigation water use efficiency be assessed? Does irrigation water use efficiency improve when increasing the size of the orchards? Are full-time farmers more efficient in irrigation water use than part-time ones? To address these three questions, we propose to apply a new multicriteria approach based on the analytic hierarchy process (AHP) technique and the participation of a group of experts. A new synthetic irrigation efficiency index (IEI) was proposed and tested using data from an irrigation community (IC) and a cooperative of farmers in the East of Spain. The results showed that the size of the orchards had no relation with the IEI scoring but full-time farmers tended to have better IEI scores and, thus, were more efficient. These results were obtained from a sample of 24 orchards of oranges, navelina variety, growing in a very similar environment, and agronomical characteristics. The proposed methodology can be a useful benchmarking tool for improving the irrigation water management in other ICs taking into account the issues related to farm data sharing recorded during the case study.

[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.

[EN] This paper shows the results of two territorial diagnoses for employment and local development carried out in two rural regions of the province of Valencia. These diagnostics showed that these territories have abundant natural resources, but that lack of competent actors to dynamize them properly; either because they lack the means to do so (access to sources of financing, transport or basic infrastructure), or because they are not trained for it (aging population with lack of training), or because they do not have enough initiative (installed in a comfort zone)., [ES] En este trabajo se muestran los resultados de los diagnósticos territoriales para el empleo y el desarrollo local realizados en dos comarcas rurales de la provincia de València. Diagnósticos que pusieron de manifiesto que se trata de territorios que cuentan con abundantes recursos naturales, pero que adolecen de actores suficientemente competentes para dinamizarlos de la manera más adecuada. Bien porque carecen de los medios para ello (acceso a fuentes de financiación, transportes o infraestructuras básicas), porque no están capacitados para ello (población envejecida con carencias de formación), o porque no tienen la iniciativa suficiente (instalados en una zona de confort).

En este trabajo se muestran los resultados de los diagnósticos territoriales para el empleo y el desarrollo local realizados en dos comarcas rurales de la provincia de València. Diagnósticos que pusieron de manifiesto que se trata de territorios que cuentan con abundantes recursos naturales, pero que adolecen de actores suficientemente competentes para dinamizarlos de la manera más adecuada. Bien porque carecen de los medios para ello (acceso a fuentes de financiación, transportes o infraestructuras básicas), porque no están capacitados para ello (población envejecida con carencias de formación), o porque no tienen la iniciativa suficiente (instalados en una zona de confort).

[EN] Purpose - The purpose of this paper is to describe fresh fruit consumers in Spain according to their food-related lifestyle (FRL). Design/methodology/approach - A random stratified sample of 500 people, representative of the persons responsible for household food purchasing and resident in Spain, was interviewed in 2017 using a revised and adapted version of the FRL instrument (Grunert et al., 1993). Questions about fruit purchasing criteria, consumption habits and demographics were also included. Factor and cluster analysis (Ward method) yielded four segments. Findings - The segments identified are: "Total indifference (TI)", small segment with disinterest in extra-domestic and social consumption, nutrition and innovation; "Little time to cook, concerned about nutrition and extra-domestic consumption (LICNE)", the largest consumers of fresh fruit who show interest in nutrition and health, but no interest in the price of products, convenience foods or liking cooking; "Cooks and preference for natural products (COOKNAT)", the largest segment, with a medium-high consumption of fresh fruits, who are related to cooking at home, natural products and a concern for the price-quality ratio; and "Unconcerned (UNC)" presents the lowest fresh fruit consumption and shows the lowest interest in natural products and some indifference to the other criteria. Originality/value - The information obtained in this study gives interesting new insights for the marketing strategies of the fresh fruit suppliers to Spain and the Food and Public Health Administrations.

[ES] Tradicionalmente, los parámetros de calidad de los frutos se centraban en el aspecto exterior de los mismos. Sin embargo, en la actualidad los consumidores demandan productos agrarios a los que exigen además de una buena presentación, unas características organolépticas y sanitarias óptimas. Entre los atributos organolépticos que busca el consumidor nos encontramos no solo con el sabor y el aroma, sino también, con la textura, forma, color, tamaño, lo que obliga a producir frutas que posean una garantía sanitaria y al mismo tiempo con unas características organolépticas concretas. Por otra parte, la fruticultura actual está siendo encaminada a cultivar con productos que como los fitofortificantes sean menos perjudiciales para el entorno agrario y humano en el que se desarrolla. Ante esta situación, se ha realizado un estudio, sobre la influencia que tiene la aplicación de fitofortificantes con conocida influencia sobre la mejora del rendimiento y la calidad de la cosecha, con cuya aplicación se espera la obtención de frutos de mayor calibre y mejores características organolépticas. Concretamente se han ensayado cuatro productos, dos fitofortificantes en base a aminoácidos, un producto a base de giberelinas, y un producto cuya base es una planta cultivada en el Himalaya con efectos estimulantes que mejoran las propiedades fisicoquímicas de los frutos. Los productos se han aplicado sobre dos cultivares de albaricoquero, concretamente en Colorao y Mogador en una explotación situada en Abarán (Murcia), en la que, además, se han realizado medidas del contenido en clorofila de las hojas antes y después de la recolección para estimar la influencia de las aplicaciones en el efecto sumidero de las hojas. Por último, una vez recolectados los frutos, han sido analizados en laboratorio mediante métodos destructivos para la comprobación de las características fisicoquímicas de los frutos con el objetivo de comprobar la influencia sobre la calidad de los frutos tras la aplic, [EN] Traditionally, the quality parameters of the fruits focused on their external appearance. However, today consumers demand agricultural products that require, in addition to a good presentation, optimal organoleptic and sanitary characteristics. Among the organoleptic attributes sought by the consumer, we find not only the taste and aroma, but also, the texture, shape, color, size, which oblige to produce fruits that have a health guarantee and at the same time, with some organoleptic characteristics. On the other hand, the current fruit culture is being directed to cultivate with products which like the phyto-fortifiers, are less harmful for the agrarian and human environment in which it is developed. In view of this situation, a study has been carried out on the influence of the application of phyto-fortifiers with a known influence on the improvement of the performance and the quality of the harvest, with the application of which it is expected to obtain fruits of greater calibre and better organoleptic characteristics. Specifically, four products have been tested, two phyto-fortifiers based on amino acids, a product based on gibberellins, and a product whose basis is a plant cultivated in the Himalayas with stimulating effects that improve the physicochemical properties of the fruits. The products have been applied on two apricot cultivars, specifically in Colorao and Mogador in a farm located in Abarán (Murcia), where, in addition, measurements of the chlorophyll content of the leaves have been made before and after harvesting to estimate the influence of the applications in the sink effect of the leaves. Finally, once the fruits have been harvested, they have been analyzed in the laboratory by destructive methods to check the physicochemical characteristics of the fruits, with the aim of checking the influence on the quality of the fruits after the application of the different phyto-fortifier. A sensory and pomometric characterization of the studied cultiv

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.

Given the importance of competition in the retail sector, this research builds on spatial interaction theory to develop the competition index (CI). For this, geographic information systems (GIS) and the analytic hierarchy process (AHP) were used. AHP results reveal that key factors to assess competitors relate to location and branding. The proposed method was tested by evaluating 45 supermarkets in the city of Castellón (Spain). Using this method, sales targets can be adapted to each outlet’s individual circumstances., Dada la importancia de la competencia en el sector de la distribución comercial, esta investigación desarrolla el índice de competencia (IC) a partir de la teoría de la interacción espacial, utilizando los sistemas de información geográfica (SIG) y el proceso de jerarquía analítica (AHP). Los resultados del AHP revelan que los factores clave están relacionados con la ubicación y la marca. La metodología propuesta se aplica en la ciudad de Castellón, valorando 45 supermercados. Utilizando este método, los objetivos de ventas se pueden adaptar a las condiciones particulares de cada establecimiento.

[EN] Given the importance of competition in the retail sector, this research builds on spatial interaction theory to develop the competition index (CI). For this, geographic information systems (GIS) and the analytic hierarchy process (AHP) were used. AHP results reveal that key factors to assess competitors relate to location and branding. The proposed method was tested by evaluating 45 supermarkets in the city of Castellón (Spain). Using this method, sales targets can be adapted to each outlet’s individual circumstances., [ES] Dada la importancia de la competencia en el sector de la distribución comercial, esta investigación desarrolla el índice de competencia (IC) a partir de la teoría de la interacción espacial, utilizando los sistemas de información geográfica (SIG) y el proceso de jerarquía analítica (AHP). Los resultados del AHP revelan que los factores clave están relacionados con la ubicación y la marca. La metodología propuesta se aplica en la ciudad de Castellón, valorando 45 supermercados. Utilizando este método, los objetivos de ventas se pueden adaptar a las condiciones particulares de cada establecimiento.

[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] Given the importance of competition in the retail sector, this research builds on spatial interaction theory to develop the competition index (CI). For this, geographic information systems (GIS) and the analytic hierarchy process (AHP) were used. AHP results reveal that key factors to assess competitors relate to location and branding. The proposed method was tested by evaluating 45 supermarkets in the city of Castellón (Spain). Using this method, sales targets can be adapted to each outlet’s individual circumstances., [ES] Dada la importancia de la competencia en el sector de la distribución comercial, esta investigación desarrolla el índice de competencia (IC) a partir de la teoría de la interacción espacial, utilizando los sistemas de información geográfica (SIG) y el proceso de jerarquía analítica (AHP). Los resultados del AHP revelan que los factores clave están relacionados con la ubicación y la marca. La metodología propuesta se aplica en la ciudad de Castellón, valorando 45 supermercados. Utilizando este método, los objetivos de ventas se pueden adaptar a las condiciones particulares de cada establecimiento.

[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.

The aim of this study is to know the fresh fruit consumer behavior. A Food lifestyles segmentation based in Food-Related Lifestyle framework through cluster analysis has been performed. Four segments have been obtained: "Total detachment", 4 %, "Lack of time for cooking, concerned about nutrition and extra-domestic consumer", 26,4 %, "Chefs and preference for natural products", the biggest with a 40,2 % of total population and, "Carefree" with 29,4%. All of them differed from each other with respect to food lifestyles and the fruit fresh consumption and their purchase criteria. The information collected has been useful to make recommendations to the fresh fruits sector about what marketing strategies are better for each segment., Para estudiar el comportamiento del consumidor de frutas frescas, se ha llevado una segmentación de estilos de vida alimentarios en base al instrumento Food-Related Lifestyle, por medio de un análisis tipo clúster con un procedimiento jerárquico. Se han obtenido cuatro segmentos: "Total desapego" que representa un 4% de la población, "Poco tiempo para cocinar, preocupado por la nutrición y consumo extradoméstico", 26,4%, "Cocineros y preferencia en productos naturales", siendo el más grande con un 40,2% y "Despreocupados" que lo conforma un 29,4% de la población. Todos ellos presentaban diferencias entre sí con respeto a los estilos de vida alimentarios y el consumo y criterios de compra de frutas frescas. La información obtenida ha servido para realizar algunas recomendaciones al sector respecto a que estrategias de marketing tomar para cada uno de los segmentos., [CA] Per estudiar el comportament del consumidor de fruita fresca, s'ha portat a terme una segmentació d'estils de vida alimentaris basat en l'instrument Food-Related Lifestyle per mitjà d'un anàlisi tipus cluster amb un procediment jeràrquic. Com a resultat, ha donat quatre segments: "Total deixadesa" que representa un 4% de la població, "Poc temps per a cuinar, preocupats per la nutrició i consum extradomèstic", 26,4%, "Cuiners i preferència per productes naturals", el més gran amb un 40,2% i "Despreocupats" conformat per un 29,4 % de la població. Tots ells han presentat diferències entre si, respecte als estils de vida alimentaris i al consum i criteris de compra de fruita fresca. La informació obtinguda ha sigut d'utilitat per realitzar algunes recomanacions respecte a quines estratègies de màrqueting prendre per cadascú dels segments.

[EN] 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.

[EN] In this educational innovation, we intend to verify the rubrics developed by the Universitat Politècnica de València for the following generic skills: CT02 (Application and practical thinking), CT-04 (Innovation, creativity and entrepreneurship) and CT-06 (Teamwork and leadership ). To do this, we developed the same methodology in two groups with different student profiles (Mornings/ARA). The assessment results of the skills reveal that there are no significant differences between groups. In conclusion, we could say that the rubrics are adequate to assess all types of students., [ES] En esta innovación educativa, pretendemos verificar las rúbricas desarrolladas por la Universitat Politècnica de València para las siguientes competencias transversales: CT-02 (Aplicación y pensamiento práctico), CT04 (Innovación, creatividad y emprendimiento) y CT-06 (Trabajo en equipo y liderazgo). Para ello, desarrollamos la misma metodología en dos grupos con perfiles de estudiantes diferentes (Mañanas/ARA). Los resultados de evaluación de las competencias revelan que no hay diferencias significativas entre grupos. Como conclusión, podríamos decir que las rúbricas son adecuadas para evaluar a todo tipo de estudiante.

[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 aim of this research was to study the cuniculture industry in Spain, according to the Food Value Chain model, and analyse what its main operators are. Four components were identified in the rabbit meat production chain: input suppliers, producers, abattoirs and cutting plants and distribution. Distribution can follow 2 paths, the traditional channel and the modern or large-scale distribution channel. Rabbit feed, which represents the main input for producers, is a minority product, especially when compared to feeds formulated for other livestock species, as its manufacture calls for specialist companies. Rabbit production is linked to the rural environment and constitutes a significant economic option, not only for farms but also for the industry around it, such as feed producers and distributors, technicians, slaughterhouses or leather processors, among others. Rabbit farms are generally independent and not usually integrated, as found in other types of livestock. Slaughterhouses currently represent one of the main axes of the rabbit meat production chain and are either focused on traditional or large-scale distribution. The main strategic changes are apparent in slaughterhouses focused on large-scale distribution by seeking cooperative ways of working, using slaughterhouse groupings and vertical integration processes. This way, they manage to adjust margins by working with economies of scale and, ultimately, lower prices. Slaughterhouses whose strategies are based on traditional distribution may achieve higher margins than those focusing their efforts on large-scale distribution, but their growth is limited. In traditional retail premises, the majority of sales consist of whole carcasses in bulk, which are prepared and quartered as per consumer tastes. Large-scale retail distribution outlets sell both cut produce from the meat counters located in their own premises and pre-packaged products, more suited to self-service formulae. Brand presence is minimal

[EN] Choosing where to open a new outlet is a critical decision for retail firms. Building on the multiplicative competitive interaction model from retail location theory, this paper develops a geomarketing model that can be used to devise supermarket location strategies. First, attributes that explain a supermarket s pull on consumers were determined. These attributes included objective (taken from databases and empirical observation) and subjective (based on managerial judgements) variables relating to the supermarket and its trade area. Then, geographic information system tools were used to analyse real data at a highly detailed level (road section). From a geomarketing viewpoint, the model shows that sociodemographic characteristics of the supermarket s trade area affect firms location strategies. The paper also discusses improvements for calibrating and validating this model. Adding the spatial organization of supermarkets to the model yields a different consumer behaviour pattern. This geomarketing model can help managers to design supermarket location strategies according to shop features, competitors and environment, whilst estimating supermarket sales.

[EN] In this work are defined and evaluated three relationship marketing programs, [ES] Es este trabajo se definen y evalúan tres programas de marketing relacional

[ES] El etiquetado de los productos alimenticios es uno de los instrumentos más importantes para la consecución de uno de los objetivos primeros del Derecho Alimentario: la protección de los consumidores. Éste facilita la información necesaria sobre la naturaleza y las características de dichos productos, permitiendo así adquirirlos y consumirlos de manera segura. La legislación alimentaria, en general, y la del etiquetado en particular, ha cambiado y evolucionado mucho, sobre todo en los últimos tiempos. En poco más de treinta años se han desarrollado varias disposiciones legislativas que han supuesto variaciones importantes en el tipo de información y en la forma de presentarla. En este trabajo se ha estudiado la evolución de la legislación en materia de etiquetado, actualmente denominada información alimentaria facilitada al consumidor, a través de la revisión y la comparación entre la normativa publicada antes y después de la entrada de España en la Unión Europea. Por otra parte, y pensando que estos cambios legislativos no tienen sentido si no llegan al consumidor, se ha realizado un análisis, mediante una encuesta, del conocimiento y percepción por parte de los consumidores de la información a la que se puede acceder a través del etiquetado. Las conclusiones obtenidas con respecto a la evolución de la normativa a nivel nacional estriban en la gran evolución de la legislación en dicho sector en un corto periodo de tiempo. A pesar de que la legislación en materia de etiquetado se remonta a principios del siglo XX, ha sido en los últimos treinta años cuando se han producido los cambios más relevantes teniendo como principal objetivo la satisfacción e información de los consumidores. Considerando el objetivo principal de informar a los consumidores ha surgido la incógnita del conocimiento que estos tienen al respecto y para ello se ha realizado una encuesta. Los resultados de la encuesta permiten concluir que el interés del consumidor medio en la ciudad de Valenci, [EN] The labelling of the food products is one of the most important instruments for the attainment: the protection of the consumers, one of the principal aims of the Food Law. This one facilitates the necessary information about the nature and the characteristics of the above-mentioned products, allowing to acquire them this way and to consume them in a safe way. The food legislation, in general, and the labelling especially, has changed and improved a lot, especially in the last decades. In little more than thirty years several legislative dispositions have been developed, and have supposed important variations in the type of information and in the way of presenting the products. The aim of this work has been studying the evolution of the legislation for labelling, called nowadays “food information facilitated to the consumer”, across the review and the comparison between the regulation published before and after the entry of Spain in the European Union. On the other hand, these legislative changes do not make any sense if they do not get to the consumer. This way, an analysis has been realized, through a survey, measuring the knowledge and perception of the consumers about the information that they can obtain through the labelling. The conclusions obtained regarding the evolution of the national regulation rest on the evolution of the legislation on the above mentioned sector in a short period of time. In spite of the fact that the legislation for labelling goes back at the beginning of the 20th century, it has been during the last thirty years, when the most relevant changes have taken place, having as first objective the satisfaction and ¿information of? The consumers. Considering the aim of informing the consumers, there has arisen the mystery of the knowledge that these have on consumers and that is the reason of the survey. The results of the survey allow to conclude that the interest of the average consumer, in the city of Valencia, is high enough, neverthe

[EN] Market segmentation divides the market into small groups of consumers who share similar characteristics. As all consumers within the same group have a common profile, marketing strategies can be adapted to target a specific type of consumer. Owing to the rapid changes in today’s society, consumer lifestyle has become the ideal criterion for market segmentation. In this study, we employed the food-related lifestyle model, which scholars have shown to be suitable and valid in several countries. Using data from a survey (with 3.53% error), we segmented the Spanish food market based on consumers’ food-related lifestyles. For each segment, we identified the consumer profile and analysed consumers’ consumption of rabbit meat. Factor analysis and cluster analysis yielded 4 segments: (i) ‘Unconcerned’ (36.8% of the sample) mainly consists of male consumers. Consumers in this segment value neither the freshness nor the price/quality ratio of their food items and consume rabbit meat rarely (39.4%) or sporadically (29.3%). (ii) ‘Cooks’ (18.4%) predominantly consists of middle-aged women. Consumers in this segment are highly demanding and critical of the quality of food products. They like cooking and are regular consumers of rabbit meat (40.6%). (iii) ‘Out-of-home consumers and convenience shoppers’ (28.6%) mostly consists of consumers aged between 25 and 34 y old and contains a large proportion of upper-class consumers. Consumers in this segment prefer to eat out and consume convenience products. This segment has the second highest percentage of regular consumers of rabbit meat (36.9%). The segment also has the second highest percentage of consumers who rarely or never eat rabbit meat (43.9%). (iv) ‘Rational purchaser with little interest in cooking’ (16.2%) has the highest proportion of consumers aged 55 to 74 y old. Consumers in this segment have the least interest in cooking, the most interest in the purchasing process, and the lowest consumption of rabbit meat (51.1%