Do chain goals match consumer perceptions? the case of the traditional food sector in selected European Union countries.

This study examines traditional food chain goals and explores the match with general consumer perceptions and preferences in relation to traditional food as a food product category. Chain goals were selected using focus group discussions and in-depth interviews (84 chain members, three European countries, five traditional food categories), as well as a literature review and a small scale survey (26 chain members, three European countries, three traditional food categories). Consumer data was gathered in six European countries via qualitative focus group discussions (95 participants), word association tests (721 participants), and a quantitative survey (4,828 participants). The study identifies five key chain goals: 'To maintain traditionalism,' 'To increase efficiency,' 'To improve responsiveness,' 'To improve quality,' and 'To create chain balance.' Traditionalism and quality goals were relevant and important to consumers, whereas efficiency, responsiveness, and chain balance goals were not directly recognized by or apparent to them. [EconLit citations: D12; D74; L14]. © 2010 Wiley Periodicals, Inc. [ABSTRACT FROM AUTHOR]