Consumer perceptions of a lamb meat communication campaign: A qualitative study

Uldemolins, P. ; Maza, M.T. (Universidad de Zaragoza) ; Aldama, S.

Resumen: This article provides early insight into the effectiveness of advertising posters designed to promote new cuts of lamb meat with a Protected Geographical Indication (PGI) and investigate consumers’ perceptions of them; focus group techniques were utilized as part of the research. Lamb meat is associated with festive consumption and tradition. Regarding the advertising poster and its effectiveness, the majority of participants stated that they were unaware of the new lamb cuts and did not remember the advertising posters. Samples of the new cuts were presented to participants, and they perceived the new cuts to be innovative.

Idioma: Inglés

DOI: 10.22004/ag.econ.309032

Año: 2020

Publicado en: Journal of Food Distribution Research 51, 3 (2020), 111-126
ISSN: 2643-3354

Factor impacto SCIMAGO: 0.133 - Agronomy and Crop Science (Q4) - Economics and Econometrics (Q4) - Management Science and Operations Research (Q4) - Marketing (Q4) - Food Science (Q4)

Tipo y forma: Article (Published version)

Área (Departamento): Área Econom.Sociol.Polit.Agra. (Dpto. CC.Agrar.y Medio Natural)