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Article
Publication date: 19 October 2012

Rodolfo Bernabéu, Antonio Tendero and Miguel Olmeda

This study measures the degree of influence that attributes such as price, organic production, origin and commercial type have on Spanish consumers when purchasing lamb meat…

673

Abstract

Purpose

This study measures the degree of influence that attributes such as price, organic production, origin and commercial type have on Spanish consumers when purchasing lamb meat, while also analysing various lamb meat differentiation strategies.

Design/methodology/approach

The methodology consisted of a survey of 421 Castilla‐La Mancha (Spain) lamb meat consumers during the month of January 2009. The preferences of these consumers were determined through several multivariate techniques.

Findings

The results obtained by means of conjoint analysis techniques show that an additional potential differentiation strategy is to offer the market conventionally produced suckling lamb and organic “ternasco” lamb. Thus, potential commercial cannibalism would be simultaneously prevented between two types of meat belonging to one and the same PGI Manchego Lamb.

Originality/value

The excessive commercial differentiation that can arise in food for basic consumption in general and particularly within the Manchego Lamb PGI. Whether it be from the inclusion of another commercial type (suckling lamb meat) together with the traditional type (“ternasco” lamb meat) and the additional possibility of the organic certification, it can make way for a certain commercial “cannibalism” among PGI lamb meats.

Details

British Food Journal, vol. 114 no. 11
Type: Research Article
ISSN: 0007-070X

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Article
Publication date: 1 February 2005

Antonio Tendero and Rodolfo Bernabéu

The purpose of this paper is to contribute to knowledge on the preferences of cheese consumers in Spain. The first step was to determine where and how frequently cheeses are…

1528

Abstract

Purpose

The purpose of this paper is to contribute to knowledge on the preferences of cheese consumers in Spain. The first step was to determine where and how frequently cheeses are purchased and consumed, along with different aspects relating to the recognition of cheeses certified by a denomination of origin (DO). The second step consisted in determining how consumer preferences are structured.

Design/methodology/approach

The methodology consisted of a survey of 412 consumers in the Castilla‐La Mancha Region who were buying food items for their homes. In order to process data related to the first step, a descriptive analysis was undertaken. For the second step, a conjoint analysis was carried out, with three types of attributes (price, certification and type).

Findings

The results show that cheese is a food which is present and also consumed within Spanish homes, while being bought in supermarkets at least once a week. Consumers value most the DO labels as a guarantee of quality and food safety. The cheese that is best known to consumers is the Manchego DO. Consumers prefer cheeses which are well‐priced, aged and, if possible, certified.

Originality/value

This paper analyses current consumer behaviour and, by means of conjoint analysis, identifies consumer preferences for cheeses in Spain. Internationally, conjoint analysis has rarely been used for cheeses, and this would appear to be the first time it has been applied in Spain.

Details

British Food Journal, vol. 107 no. 2
Type: Research Article
ISSN: 0007-070X

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Article
Publication date: 15 July 2024

Opeyemi Femi-Oladunni, Pablo Ruiz-Palomino and Israel Roberto Pérez Jiménez

This study aims to identify how Spanish consumers’ extrinsic preferences for food have evolved by examining the extant literature on food preferences in Spain, focusing on…

64

Abstract

Purpose

This study aims to identify how Spanish consumers’ extrinsic preferences for food have evolved by examining the extant literature on food preferences in Spain, focusing on food-related attributes and food-related values.

Design/methodology/approach

This study is based on a synthetic review of the extant academic literature on Spanish consumer preferences for food-related attributes and food-related values from the mid-20th to the 21st century. This study uses key economic and social milestones that are most likely to influence food value chain actors to show how consumer preferences have evolved over the study period.

Findings

Spanish consumer food attribute preferences expanded as the food sector of the nation continued to grow, and value preferences showed a similar pattern from the mid-20th to the 21st century. The drivers of these preferences were trust, lifestyle, education (campaigns), sociodemographic factors and purchasing power.

Originality/value

Evaluating the extant literature’s contribution to consumer preferences for food-related attributes and values is important because it can aid in understanding the hierarchy and variety of consumers’ food preferences as well as the factors that drive these preferences. To the best of the authors’ knowledge, this study is the first to explore how Spanish consumer preferences evolved between the mid-20th and 21st centuries.

Details

Journal of Historical Research in Marketing, vol. 16 no. 3
Type: Research Article
ISSN: 1755-750X

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Article
Publication date: 10 April 2017

José Manuel García-Gallego and Antonio Chamorro Mera

The purpose of this paper is to determine the importance that customers give to the origin attribute when selecting a financial entity compared to other features directly related…

770

Abstract

Purpose

The purpose of this paper is to determine the importance that customers give to the origin attribute when selecting a financial entity compared to other features directly related to the service that these institutions provide. In addition, this study aims at analysing what level of brand origin provides a greater utility for customers in their preference structure: regional, national or foreign.

Design/methodology/approach

The technique of conjoint analysis is applied via a survey of 427 customers to determine customers’ preference structure when choosing a financial entity.

Findings

Of particular note among the main results is the great importance the respondents give to the origin of the entity, preferring regional over national or foreign institutions. The existence of three different segments of customers based on their preference structure is also a remarkable result.

Research limitations/implications

Place-of-origin effect is not universal. Due to this fact, the results of the studies focussed on this research topic are difficult to extrapolate to other geographical areas.

Practical implications

The current situation in southern Europe financial sector obliges many small financial entities to undertake mergers in order to face the stability and solvency policies established by European Central Bank. In this sense, these institutions must decide whether or not to maintain their regional brand identity. The results of this study show the appropriateness of maintaining and communicating the regional origin of the entities. These findings will contribute to guiding decision making on brand management for financial entities.

Originality/value

To the best of the knowledge, there is a lack of research on the place-of-origin through different levels simultaneously. This paper provides a starting point for further research about this effect in the services sector.

Details

International Marketing Review, vol. 34 no. 2
Type: Research Article
ISSN: 0265-1335

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Article
Publication date: 7 March 2016

José Manuel García-Gallego, Antonio Chamorro Mera and María Jesús Barroso-Méndez

The purpose of this paper is to determine the importance that customers give to social investment activities in their region when selecting a financial entity compared to other…

472

Abstract

Purpose

The purpose of this paper is to determine the importance that customers give to social investment activities in their region when selecting a financial entity compared to other features directly related to the service that these institutions provide, namely the origin, the treatment by employees, office location and electronic banking services.

Design/methodology/approach

The technique of conjoint analysis is applied via a survey of 427 customers to determine customers’ preference structure when choosing a financial entity.

Findings

The results show the importance that customers give to the financial entities’ social activities carried out in the region. Moreover, a buyer segment representing 35 per cent of the sample was identified that assigns greater value to these social activities than to the average customer.

Originality/value

The development of corporate social responsibility policies has been a common practice in Spain’s financial sector. However, there is a lack of studies focused on analysing the impact of these policies on customers’ decisions. The authors test this idea by proposing that social initiatives carried out by financial entities strongly influence the preferences of consumers towards these banks compared to other attributes.

Details

Social Responsibility Journal, vol. 12 no. 1
Type: Research Article
ISSN: 1747-1117

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Article
Publication date: 6 September 2018

José Manuel García-Gallego and Antonio Chamorro Mera

The purpose of this paper is to study how variables such as the region’s overall image, the perceived quality of its financial entities, and consumer ethnocentrism affect the…

277

Abstract

Purpose

The purpose of this paper is to study how variables such as the region’s overall image, the perceived quality of its financial entities, and consumer ethnocentrism affect the intention to choose regional banks. Special attention is paid to the moderating role played by familiarity.

Design/methodology/approach

A structural equation model was used with a survey of 427 bank customers.

Findings

The results show direct and indirect effects of regional image, perceived quality of regional banks and consumer ethnocentrism on the intention to choose regional banks. The moderating effect of familiarity is not confirmed.

Practical implications

The financial crisis experienced in southern European countries has forced them to carry out a restructuring of the banking sector based on mergers that provide greater solvency and stability. In Spain, this has meant small regional banks merging with each other to form larger national banks. This involves a loss of their regional identity and a change in their positioning to date. It is interesting to understand the value to customers of the regional attribute when choosing a bank and the possible consequences of merging with other banks.

Originality/value

Globalisation has made origin an attractive attribute that can be used to differentiate products. However, there are still gaps in this field, especially in relation to region-of-origin (ROO) and the influence of certain moderating variables on this effect. This paper sheds some light on the study of the ROO effect in the financial sector, a field that is still relatively unexplored in this context.

Details

International Journal of Bank Marketing, vol. 36 no. 7
Type: Research Article
ISSN: 0265-2323

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Article
Publication date: 2 February 2015

Antonio Chamorro, Sergio Rubio and F. Javier Miranda

The purpose of this paper is to analyse the “region-of-origin” effect in the purchase of cava, a sparkling wine. Cava is a multiregional designation of origin: although it is a…

1625

Abstract

Purpose

The purpose of this paper is to analyse the “region-of-origin” effect in the purchase of cava, a sparkling wine. Cava is a multiregional designation of origin: although it is a product typical of a particular Spanish region (Catalonia), it is also produced in other regions in Spain.

Design/methodology/approach

The technique of conjoint analysis is used to identify the structure of the preferences of cava consumers, and to evaluate how that structure is affected by the inclusion of a message that highlights the regional origin of the product. A survey was conducted among 473 wine buyers in the region of Extremadura (Spain).

Findings

The main findings show that the “region-of-origin” effect is significant for the regional buyer of this type of wine, and that the sales of regional brands of cava would be greater if their regional origin were emphasized by indicating the location of the producer in a prominent place on the label. Moreover, three segments of purchasers differentiated by their preference structure are identified.

Originality/value

The novelty of the study lies in the fact that this PDO is a multiregional designation of origin, and that the technique used, conjoint analysis, is applied not only to determine the buyer’s preference structure, but also to evaluate how that structure is affected when the regional origin of the product is highlighted in the message to the purchaser. This study is of value to academic researchers, wineries managers, and regional governments as it highlights important aspects to design marketing strategies and trade policies.

Details

British Food Journal, vol. 117 no. 2
Type: Research Article
ISSN: 0007-070X

Keywords

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