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Consumer Profile and Product Knowledge Affect the Usefulness of a Quality Label as a Tool to Differentiate a Product: A Chilean Survey
- Source :
- Foods, Vol 10, Iss 1482, p 1482 (2021), Foods, Volume 10, Issue 7
- Publication Year :
- 2021
-
Abstract
- Quality labels are useful tools to differentiate food products, but only if consumers recognise them and associate them with specific characteristics. An online survey was conducted to investigate whether Chilean consumers knew about Novillo de Osorno, for which a quality label is being developed. The survey was divided into five blocks: lifestyles, meat consumption and purchase habits, meat choice behaviour, knowledge about Novillo de Osorno, and consumers’ socio-demographic information. The place of residence and consumer gender, age, or income were important cues in defining consumers’ lifestyles, meat consumption and purchase habits. Respondents could be grouped into three main groups: 1. Younger people: urban with medium-high incomes, which search only for pleasure<br />2. Foodies uninvolved and Females uninvolved: females with the highest income level that chose food for nutritional reasons<br />and 3. Traditional people: men older than 55 with low incomes, living in the Northern areas and interested in taste and in the meat’s origin. Nearly 60% of respondents had never heard about Novillo de Osorno. Hence, the supply chain has an opportunity to extend the market. Since price and confidence in the origin are important cues, they must be considered in the design of promotion strategies.
- Subjects :
- Health (social science)
030309 nutrition & dietetics
media_common.quotation_subject
Comportamiento del consumidor
Plant Science
TP1-1185
perception
Affect (psychology)
Health Professions (miscellaneous)
Microbiology
Article
Pleasure
03 medical and health sciences
meat
Promotion (rank)
Encuestas al consumidor
Quality (business)
Product (category theory)
Marketing
Chile
media_common
Consumption (economics)
0303 health sciences
quality label
Taste (sociology)
Chemical technology
Etiquetado del producto
consumer
0402 animal and dairy science
Carne de res
04 agricultural and veterinary sciences
040201 dairy & animal science
Residence
online survey
Business
Food Science
Calidad
Subjects
Details
- Language :
- English
- Database :
- OpenAIRE
- Journal :
- Foods, Vol 10, Iss 1482, p 1482 (2021), Foods, Volume 10, Issue 7
- Accession number :
- edsair.doi.dedup.....86d9dd41da14cf3482b016d5e8d00fe9