000165216 001__ 165216
000165216 005__ 20251219174251.0
000165216 0247_ $$2doi$$a10.5424/sjar/2021191-15854
000165216 0248_ $$2sideral$$a123778
000165216 037__ $$aART-2021-123778
000165216 041__ $$aeng
000165216 100__ $$aUldemolins Gómez, P
000165216 245__ $$aThe role of promotion tools used in the Spanish campaign to promote new lamb meat cuts
000165216 260__ $$c2021
000165216 5060_ $$aAccess copy available to the general public$$fUnrestricted
000165216 5203_ $$aAim of study: The first purpose of the present study was to investigate the level of recall of the adverting campaign promoting the new lamb meat cuts. The second objective was to investigate which promotion tools are more important to consumers and retailers.
Area of study: This study took place in the city of Zaragoza, where lamb meat promotional activities have been conducted at three different levels: generic promotion of the sector, Regulatory Council of Ternasco de Aragón promotion campaign and producer brand promotion.
Material and methods: Data was collected through personal questionnaires (401 consumers and 55 retailers).
Main results: Results suggest that the promotion campaign has not contributed as much as expected to spread the knowledge of the new lamb cuts among consumers. Both consumers and retailers attached more importance to in-store marketing promotional tools. Three consumers segments were identified based on promotion tools preferences. Comparing between consumers and butchers’ opinion the only significant difference was found in using internet and social network as a promotional tool.
Research highlights: A general trend has been observed since the majority of consumers and retailers consider that the most important promotions tools are those conducted inside the point of sale. On the view of these results, it could be better for future campaigns to increase promotional effort inside the point of sale, where consumers make their final purchase choice.
000165216 540__ $$9info:eu-repo/semantics/openAccess$$aby$$uhttps://creativecommons.org/licenses/by/4.0/deed.es
000165216 590__ $$a1.233$$b2021
000165216 591__ $$aAGRICULTURE, MULTIDISCIPLINARY$$b37 / 59 = 0.627$$c2021$$dQ3$$eT2
000165216 592__ $$a0.291$$b2021
000165216 593__ $$aAgronomy and Crop Science$$c2021$$dQ3
000165216 594__ $$a1.9$$b2021
000165216 655_4 $$ainfo:eu-repo/semantics/article$$vinfo:eu-repo/semantics/publishedVersion
000165216 700__ $$0(orcid)0000-0002-2266-4655$$aMaza Rubio, MT$$uUniversidad de Zaragoza
000165216 700__ $$aAldama, S
000165216 7102_ $$15011$$2235$$aUniversidad de Zaragoza$$bDpto. CC.Agrar.y Medio Natural$$cÁrea Econom.Sociol.Polit.Agra.
000165216 773__ $$g19, 1 (2021), e103 [13 pp.]$$pSpan. j. agric. res.$$tSpanish Journal of Agricultural Research$$x1695-971X
000165216 8564_ $$s745511$$uhttps://zaguan.unizar.es/record/165216/files/texto_completo.pdf$$yVersión publicada
000165216 8564_ $$s2876059$$uhttps://zaguan.unizar.es/record/165216/files/texto_completo.jpg?subformat=icon$$xicon$$yVersión publicada
000165216 909CO $$ooai:zaguan.unizar.es:165216$$particulos$$pdriver
000165216 951__ $$a2025-12-19-14:43:12
000165216 980__ $$aARTICLE