A cross‐cultural segmentation of western Balkan consumers: focus on preferences toward traditional fresh cow cheese. (19th September 2013)

• Record Type: Journal Article
• Authors: Giraud, Georges; Amblard, Corinne; Thiel, Elise; Zaouche‐Laniau, Martine; Stojanović, Žaklina; Pohar, Jure; Butigan, Ružica; Cvetković, Miljan; Mugosa, Boban; Kendrovski, Vladimir; Mora, Cristina; Barjolle, Dominique
• Is Part Of: Journal of the science of food and agriculture. Volume 93:Number 14(2013:Nov. 15)
• Page Start: 3464
• Page End: 3472
• Publication Date: 2013-09-19
• Subjects: Food -- Periodicals; Agriculture -- Periodicals; 664
• DOI: 10.1002/jsfa.6350
• Languages: English
• ISSNs: 0022-5142

Abstract

<abstract abstract-type="main" id="jsfa6350-abs-0001"> <title>Abstract</title> <sec id="jsfa6350-sec-0001" sec-type="section"> <title>BACKGROUND</title> <p id="jsfa6350-para-0001"> <bold>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.</bold> </p> </sec> <sec id="jsfa6350-sec-0002" sec-type="section"> <title>RESULTS</title> <p id="jsfa6350-para-0002"> <bold>After a literature review investigating the concept of traditional food in WBCs and the implementation of focus groups, a survey including a conjoint analysis on preferences for fresh cow cheese was carried out in 2011 to collect data from 1200 respondents. Four clusters of consumers were identified: one focused more on the local origin; one oriented more toward the scale of production (on‐farm and small dairy); the third favouring low prices and the fourth preferring high prices and industrial products.</bold> </p> </sec> <sec id="jsfa6350-sec-0003" sec-type="section"> <title>CONCLUSION</title> <p id="jsfa6350-para-0003"> <bold>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. © 2013 Society of Chemical Industry</bold> </p> </sec> </abstract>