Origin vs organic in Manchego cheese: which is more important?

Origin vs organic in Manchego cheese: which is more important? Purpose – The paper aims to measure the degree of influence that attributes such as price, origin, type and production system have on Spanish consumers when purchasing cheese, while also analysing various cheese differentiation strategies. Design/methodology/approach – The methodology consisted in a survey of 420 Madrid (Spain) cheese consumers during the month of December 2006, whose preferences were determined through several multivariate techniques. Findings – The first result derived from this paper is the negative influence of the organic production system attribute on the cheese consumer preference structure. Therefore, this attribute becomes an inadequate differentiation strategy for cheese, while origin is the most adequate differentiation. In this sense, three consumer segments are identified: the first, shops for cheese mainly by type, the second, by a combination of origin, type and price and the third, by an origin of cheese. In this sense, except for the first segment, where competition by a type of cheese from other places could endanger the local market, possible strategies would be to continue emphasizing origin in a traditional approach. Originality/value – The paper highlights organic differentiation in products already differentiated and accepted by the consumer does not always contribute additional utility to the consumer. It does not matter whether this differentiation and acceptance comes from origin and/or traditional production, as is the case of Manchego cheese. http://www.deepdyve.com/assets/images/DeepDyve-Logo-lg.png British Food Journal Emerald Publishing

Origin vs organic in Manchego cheese: which is more important?

British Food Journal, Volume 112 (8): 15 – Aug 10, 2010

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Publisher
Emerald Publishing
Copyright
Copyright © 2010 Emerald Group Publishing Limited. All rights reserved.
ISSN
0007-070X
DOI
10.1108/00070701011067488
Publisher site
See Article on Publisher Site

Abstract

Purpose – The paper aims to measure the degree of influence that attributes such as price, origin, type and production system have on Spanish consumers when purchasing cheese, while also analysing various cheese differentiation strategies. Design/methodology/approach – The methodology consisted in a survey of 420 Madrid (Spain) cheese consumers during the month of December 2006, whose preferences were determined through several multivariate techniques. Findings – The first result derived from this paper is the negative influence of the organic production system attribute on the cheese consumer preference structure. Therefore, this attribute becomes an inadequate differentiation strategy for cheese, while origin is the most adequate differentiation. In this sense, three consumer segments are identified: the first, shops for cheese mainly by type, the second, by a combination of origin, type and price and the third, by an origin of cheese. In this sense, except for the first segment, where competition by a type of cheese from other places could endanger the local market, possible strategies would be to continue emphasizing origin in a traditional approach. Originality/value – The paper highlights organic differentiation in products already differentiated and accepted by the consumer does not always contribute additional utility to the consumer. It does not matter whether this differentiation and acceptance comes from origin and/or traditional production, as is the case of Manchego cheese.

Journal

British Food JournalEmerald Publishing

Published: Aug 10, 2010

Keywords: Consumer behaviour; Organic foods; Marketing; Market segmentation; Spain

References

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