Issues New Medit
Consumer attitudes towards farm-raised and wild-caught fish : variables of product perception
New Medit, vol 8, n.3, suppl. (September 2009), pp. 34-40
Language: ENJel classification: C420, Q220
Global and national fish sector trends require Italian operators to implement new marketing strategies for their production to evade foreign competition and exploit the Italian agro-food system synergies. This survey analyses customer purchase attitudes, especially towards farm-raised fish through a hierarchical clustering analysis performed on 300 buyers in traditional shops in Milan. The perception of the product seems to be tied to traditional customs. However, it is indicated that contemporary customers have the capacity to understand differences between fish products, consequently allowing for new communication approaches. In particular, wild-caught fish, purchased by hedonic and old customers, can be displayed through new labels stating the product origin, in order to merge sensory and cultural-empathetic consumption together. The fish farmers challenge is to enhance consumer loyalty to their product, through general communication campaigns related to the farm-raised fishes intrinsic and environmental properties to fill the gap between producers and buyers knowledge.
consumer, quality, fish products
A la lumière des tendances nationales et globales du secteur de la pêche, les opérateurs italiens doivent élaborer de nouvelles stratégies de production pour faire face à la concurrence internationale et exploiter les synergies du système agro-alimentaire italien. Cet article analyse les attitudes des consommateurs en termes dachats surtout de poisson élevé à travers une analyse hiérarchique sur 300 acheteurs dans des magasins traditionnels à Milan. La perception du produit est lié aux habitudes traditionnelles. Cependant, les consommateurs modernes sont capables de distinguer entre les différents produits. Voilà pourquoi il faut lancer des campagnes de communication liées aux propriétés intrinsèques et environnementales des poissons élevés.
consommateurs, qualité, poisson
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