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DL8 1 FOCUS-BALKANS (Final) DEY.Pdf FP7 KBBE 2007 1 2 GA 212579 Project co-funded by the European Commission within the Seventh Framework Programme (2007-2013) Dissemination Level PU Public PP Restricted to other programme participants (including the Commission Services) x RE Restricted to a group specified by the consortium (including the Commission Services) CO Confidential, only for members of the consortium (including the Commission Services) DL8.1: Study report on consumers’ attitudes, expectations and behaviours towards traditional food 2/125 FP7 KBBE 2007 1 3 GA 212579 TABLE OF CONTENTS INTRODUCTION .......................................................................................................... 5 1. QUALITATIVE STUDY ............................................................................................. 6 1.1. Methodology ........................................................................................................................ 6 1.1.1. Brief methodology reminder ....................................................................................... 6 1.1.2. Presentation of the focus groups ................................................................................ 6 1.1.3. Presentation of samples ............................................................................................... 7 1.1.4. General comments about the organization of the two focus groups .................. 7 1.2. Perception of traditional food ............................................................................................ 8 1.2.1. Purchasing and cooking habits .................................................................................. 8 1.2.2. Traditional food quoted ............................................................................................... 8 1.2.3. Definition of traditional food ..................................................................................... 10 1.2.4. Perception of traditional food .................................................................................. 12 1.3. Traditional food consumption and purchasing behaviour ........................................... 14 1.3.1. Purchase location ....................................................................................................... 14 1.3.2. Last consumption moment ........................................................................................ 15 1.3.3. Types of traditional food eaten and consumption moment ................................ 16 1.4. Image of traditional food .................................................................................................. 17 1.4.1. Healthy products ........................................................................................................ 17 1.4.2. Natural products ......................................................................................................... 18 1.4.3. Quality products ......................................................................................................... 18 1.4.4. Origin labels ................................................................................................................. 19 1.5. Synthesis of focus group results ......................................................................................... 19 2. QUANTITATIVE STUDY ........................................................................................ 22 2.1. Implementation .................................................................................................................. 22 2.1.1. Presentation of the method ...................................................................................... 22 2.1.2. Feasibility of quantitative study ................................................................................. 24 2.2. Sample description ............................................................................................................. 24 2.3. Balkan consumers and traditional food .......................................................................... 28 2.3.1. Purchasing behaviour ................................................................................................ 28 2.3.2. Consumption behaviour ............................................................................................ 31 2.3.3. Consumers preferences ............................................................................................. 35 2.3.4. Attention given to food origin and hygiene practices .......................................... 39 2.3.5. Perception of products with Geographical Indication (GI) .................................. 41 2.4. Consumers segmentation ................................................................................................. 43 2.4.1. Methodology .............................................................................................................. 43 2.4.2. Characterization of segments .................................................................................. 46 2.5. Synthesis of quantitative results ......................................................................................... 50 3. SYNTHESIS PER COUNTRY .................................................................................. 53 3.1. Descriptive statistics on cards ranking ............................................................................. 53 DL8.1: Study report on consumers’ attitudes, expectations and behaviours towards traditional food 3/125 FP7 KBBE 2007 1 4 GA 212579 3.2. Relative importance of attributes per country ............................................................... 54 3.3. Summary of consumers segmentation per country ....................................................... 54 4. DISCUSSION ....................................................................................................... 73 A. Appendix 1: focus group guidelines .............................................................. 82 B. Appendix 2: profile of participants per country ............................................ 86 C. Appendix 3: Food presented during focus groups per country................... 87 D. Appendix 4: Traditional food listed by focus group participants ................. 91 E. Appendix 5: Number of participants who selected each product as being traditional in each focus group ............................................................................. 96 F. Appendix 6: cards Presentation ...................................................................... 98 G. Appendix 7: Conjoint analysis questionnaire ................................................ 99 H. Appendix 8: characterization of clusters (SPAD outputs) ........................... 103 I. Appendix 9: IMportance utilities AND characterization per cluster and country ................................................................................................................... 109 DL8.1: Study report on consumers’ attitudes, expectations and behaviours towards traditional food 4/125 FP7 KBBE 2007 1 5 GA 212579 INTRODUCTION This study investigates the perception and behaviour of Balkan consumers towards traditional food. Balkan countries have a strong heritage of culinary tradition; the consumption of traditional food is strongly connected with their cultural habits. In some Western Balkan countries, many products are already registered and protected in a legal frame. However, the field of traditional food is certainly larger than the registered products, under a legal framework. A “consumer-driven” definition of traditional food has been proposed in the frame of European project TRUEFOOD: “A traditional food product is [...] a product frequently consumed or associated with specific celebrations and/or seasons, normally transmitted from one generation to another, made with care in a specific way according to the gastronomic heritage, with little or no processing/manipulation, that is distinguished and known because of its sensory properties and associated to a certain local area, region or country” (Guerrero, 2009). It is also interesting to have an overview of Balkan consumers’ perception toward traditional food because Balkan countries are very heterogeneous in terms of geography, culture, food and history. These different points may influence the nature of traditional food in each country. In the scope of the project Focus Balkans, the objective of WP8 is to better understand consumers’ attitudes, expectations and behaviour toward traditional and local food. Six Balkan countries have been selected for this project: Slovenia, Bosnia and Herzegovina, Serbia, Macedonia, Montenegro and Croatia. WP8 aims to: - Measure the attitudes towards traditional and local food products expressed by Balkan consumers, - Assess the purchasing behaviour of WBC consumers for traditional and local food products, - Identify specific segments of consumers sensitive to traditional and local food products. In order to achieve these objectives, different activities have been planned for WP8. They are the following: - Focus group discussion This stage could be considered as an exploratory stage. It sought to better understand what traditional food is for Balkan consumers: how do they conceptualize these products? What are their consumption habits? What are the main attributes related to these products? Although this activity provided interesting results by itself, it also helped to define the conjoint analysis protocol. - Conjoint analysis This activity is the core activity of the WP. The conjoint analysis measured
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