BACKGROUND: Western Balkan countries (WBCs) have a long-standing culinary tradition. The promotion of traditional foods may be a tool for coping with modernisation trends in such transition economies. This paper explores consumer preferences toward food in this region, focusing on a traditional fresh cow cheese locally called ‘Mladi Sir’. This product was quoted in all the preliminary focus groups as a common traditional product present in the six WBCs studied: Bosnia–Herzegovina, Croatia, Macedonia, Montenegro, Serbia and Slovenia. RESULTS: After a literature review investigating the conceptof traditional foodinWBCsandthe implementation of focusgroups, asurveyincludingaconjointanalysisonpreferencesforfreshcowcheesewascarriedoutin2011tocollectdatafrom1200respondents. Four clusters of consumers were identified: one focused more on the local origin; one oriented more toward the scale of production(on-farmandsmall dairy); thethird favouringlowpricesandthefourth preferringhighpricesandindustrial products. CONCLUSION: Policy makers and the supply chain could take these differences in consumer preferences regarding traditional food products into account in order to develop specific strategies.

A cross-cultural segmentation of western Balkan consumers: focus on preferences toward traditional fresh cow cheese / Georges Giraud;Corinne Amblard;Elise Thiel;Martine Zaouche-Laniau;Žaklina Stojanović;Jure Pohar;Ružica Butigan;Miljan Cvetković;Boban Mugosa;Vladimir Kendrovski;Cristina Mora;Dominique Barjolle. - In: JOURNAL OF THE SCIENCE OF FOOD AND AGRICULTURE. - ISSN 0022-5142. - 93(2013), pp. 3464-3472. [10.1002/jsfa.6350]

A cross-cultural segmentation of western Balkan consumers: focus on preferences toward traditional fresh cow cheese

MORA, Cristina;
2013

Abstract

BACKGROUND: Western Balkan countries (WBCs) have a long-standing culinary tradition. The promotion of traditional foods may be a tool for coping with modernisation trends in such transition economies. This paper explores consumer preferences toward food in this region, focusing on a traditional fresh cow cheese locally called ‘Mladi Sir’. This product was quoted in all the preliminary focus groups as a common traditional product present in the six WBCs studied: Bosnia–Herzegovina, Croatia, Macedonia, Montenegro, Serbia and Slovenia. RESULTS: After a literature review investigating the conceptof traditional foodinWBCsandthe implementation of focusgroups, asurveyincludingaconjointanalysisonpreferencesforfreshcowcheesewascarriedoutin2011tocollectdatafrom1200respondents. Four clusters of consumers were identified: one focused more on the local origin; one oriented more toward the scale of production(on-farmandsmall dairy); thethird favouringlowpricesandthefourth preferringhighpricesandindustrial products. CONCLUSION: Policy makers and the supply chain could take these differences in consumer preferences regarding traditional food products into account in order to develop specific strategies.
A cross-cultural segmentation of western Balkan consumers: focus on preferences toward traditional fresh cow cheese / Georges Giraud;Corinne Amblard;Elise Thiel;Martine Zaouche-Laniau;Žaklina Stojanović;Jure Pohar;Ružica Butigan;Miljan Cvetković;Boban Mugosa;Vladimir Kendrovski;Cristina Mora;Dominique Barjolle. - In: JOURNAL OF THE SCIENCE OF FOOD AND AGRICULTURE. - ISSN 0022-5142. - 93(2013), pp. 3464-3472. [10.1002/jsfa.6350]
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Utilizza questo identificativo per citare o creare un link a questo documento: http://hdl.handle.net/11381/2652121
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