Promoting the direct sale of pasta filata cheese
ABSTRACT: Small-medium dairy enterprises may verify the possibility to enhance their margins by shortening the supply chain. We propose a short sequence of marketing actions with the aim to support the inclusion of transformed goods into their productive process. These actions include the assessment...
| Main Authors: | , , , , |
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| Format: | Article |
| Language: | English |
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Elsevier
2022-09-01
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| Series: | Journal of Dairy Science |
| Subjects: | |
| Online Access: | http://www.sciencedirect.com/science/article/pii/S0022030222004246 |
| _version_ | 1828320424306409472 |
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| author | Ada Braghieri Corrado Pacelli Amelia Maria Riviezzi Maria Di Cairano Fabio Napolitano |
| author_facet | Ada Braghieri Corrado Pacelli Amelia Maria Riviezzi Maria Di Cairano Fabio Napolitano |
| author_sort | Ada Braghieri |
| collection | DOAJ |
| description | ABSTRACT: Small-medium dairy enterprises may verify the possibility to enhance their margins by shortening the supply chain. We propose a short sequence of marketing actions with the aim to support the inclusion of transformed goods into their productive process. These actions include the assessment of the main factors affecting consumer cheese purchase decision, evaluation of the validity of the association brand product, and identification of the preferred cheese format. Eighty-two consumers were selected. Their motives for purchasing pasta filata cheese were assessed using the food choice questionnaire. They were also asked to rate their preference for 4 different traditional pasta filata cheeses and 3 well-known local cheese brands. The frequency of consumption of 4 different Mozzarella cheese formats (standard Mozzarella, bite-size Mozzarella, cherries, knots or braids) was gathered. One-way ANOVA was used to analyze the food choice questionnaire scores. Purchase intentions were subjected to ANOVA with 2 factors (brand and cheese) and their interaction. The frequencies of consumption of the 4 different Mozzarella formats was analyzed using the χ2 test for independent samples. Based on our results, the communication around pasta filata cheese should focus on intrinsic characteristics such as healthiness and sensory properties, whereas standard Mozzarella with good nutritional and eating quality should be the most produced item and marketed if the associated brand product is well received by the consumers. By shortening the supply chain an increased economic and environmental sustainability can be expected. |
| first_indexed | 2024-04-13T18:11:33Z |
| format | Article |
| id | doaj.art-c188176d3f2f4205a39b2c1c637fd4d3 |
| institution | Directory Open Access Journal |
| issn | 0022-0302 |
| language | English |
| last_indexed | 2024-04-13T18:11:33Z |
| publishDate | 2022-09-01 |
| publisher | Elsevier |
| record_format | Article |
| series | Journal of Dairy Science |
| spelling | doaj.art-c188176d3f2f4205a39b2c1c637fd4d32022-12-22T02:35:52ZengElsevierJournal of Dairy Science0022-03022022-09-01105973347343Promoting the direct sale of pasta filata cheeseAda Braghieri0Corrado Pacelli1Amelia Maria Riviezzi2Maria Di Cairano3Fabio Napolitano4Corresponding author; Scuola di Scienze Agrarie, Forestali, Alimentari ed Ambientali, Università degli Studi della Basilicata, Via dell'Ateneo Lucano 10, 85100 Potenza, ItalyScuola di Scienze Agrarie, Forestali, Alimentari ed Ambientali, Università degli Studi della Basilicata, Via dell'Ateneo Lucano 10, 85100 Potenza, ItalyScuola di Scienze Agrarie, Forestali, Alimentari ed Ambientali, Università degli Studi della Basilicata, Via dell'Ateneo Lucano 10, 85100 Potenza, ItalyScuola di Scienze Agrarie, Forestali, Alimentari ed Ambientali, Università degli Studi della Basilicata, Via dell'Ateneo Lucano 10, 85100 Potenza, ItalyScuola di Scienze Agrarie, Forestali, Alimentari ed Ambientali, Università degli Studi della Basilicata, Via dell'Ateneo Lucano 10, 85100 Potenza, ItalyABSTRACT: Small-medium dairy enterprises may verify the possibility to enhance their margins by shortening the supply chain. We propose a short sequence of marketing actions with the aim to support the inclusion of transformed goods into their productive process. These actions include the assessment of the main factors affecting consumer cheese purchase decision, evaluation of the validity of the association brand product, and identification of the preferred cheese format. Eighty-two consumers were selected. Their motives for purchasing pasta filata cheese were assessed using the food choice questionnaire. They were also asked to rate their preference for 4 different traditional pasta filata cheeses and 3 well-known local cheese brands. The frequency of consumption of 4 different Mozzarella cheese formats (standard Mozzarella, bite-size Mozzarella, cherries, knots or braids) was gathered. One-way ANOVA was used to analyze the food choice questionnaire scores. Purchase intentions were subjected to ANOVA with 2 factors (brand and cheese) and their interaction. The frequencies of consumption of the 4 different Mozzarella formats was analyzed using the χ2 test for independent samples. Based on our results, the communication around pasta filata cheese should focus on intrinsic characteristics such as healthiness and sensory properties, whereas standard Mozzarella with good nutritional and eating quality should be the most produced item and marketed if the associated brand product is well received by the consumers. By shortening the supply chain an increased economic and environmental sustainability can be expected.http://www.sciencedirect.com/science/article/pii/S0022030222004246small-medium dairy enterprisescheese supply chainfood choice questionnaireconsumer purchase intention |
| spellingShingle | Ada Braghieri Corrado Pacelli Amelia Maria Riviezzi Maria Di Cairano Fabio Napolitano Promoting the direct sale of pasta filata cheese Journal of Dairy Science small-medium dairy enterprises cheese supply chain food choice questionnaire consumer purchase intention |
| title | Promoting the direct sale of pasta filata cheese |
| title_full | Promoting the direct sale of pasta filata cheese |
| title_fullStr | Promoting the direct sale of pasta filata cheese |
| title_full_unstemmed | Promoting the direct sale of pasta filata cheese |
| title_short | Promoting the direct sale of pasta filata cheese |
| title_sort | promoting the direct sale of pasta filata cheese |
| topic | small-medium dairy enterprises cheese supply chain food choice questionnaire consumer purchase intention |
| url | http://www.sciencedirect.com/science/article/pii/S0022030222004246 |
| work_keys_str_mv | AT adabraghieri promotingthedirectsaleofpastafilatacheese AT corradopacelli promotingthedirectsaleofpastafilatacheese AT ameliamariariviezzi promotingthedirectsaleofpastafilatacheese AT mariadicairano promotingthedirectsaleofpastafilatacheese AT fabionapolitano promotingthedirectsaleofpastafilatacheese |