La mappa di percezione del pesce azzurro : un’analisi esplorativa degli attributi di prodotto
Articolo
Data di Pubblicazione:
2011
Citazione:
La mappa di percezione del pesce azzurro : un’analisi esplorativa degli attributi di prodotto / A.A.M. Gaviglio, A. Pirani, M. Licitra Pedol, E. Demartini. - In: ECONOMIA AGRO-ALIMENTARE. - ISSN 1126-1668. - 13:1/2(2011), pp. 67-86. [10.3280/ECAG2011-001004]
Abstract:
Know how consumer chooses and perceives different seafood in the
market is a fundamental information to develop appropriate marketing
strategies and, in case, to draw plans in favour of fisheries operators.
This work is aimed at revealing consumer perception of some attributes
related to a particular fish group called “blue-fish”. Survey’s target has been
chosen observing some critical commercial issues related to this products,
which is affordable and has a good nutritional and dietetic value, but
it does not gain the expected market success. Contemporaneously, the bluefish
is the first group of seafood caught in Mediterranean Sea, representing
one of the most important economic resource for Italian fishery sector and
an element of territorial distinction. Especially, the research evaluates how
consumers perceives the different blue-fish products and their competitors
in the fish market, investigating both positive and negative nutritional,
commercial and sensorial attributes.
Through the correspondence analysis, it has been possible to create a
perceptual map synthesizing the complexity of qualitative factors that explain
the purchase/not purchase event of the different type of blue-fish
products and to compare them with their main competitors. The choice of
this analysis is due to the lack of information in the literature about conditions
and motivations of blue-fish consumers/non-consumers, so, the research
has mostly explorative purposes and it may offer useful information
for further studies.
Tipologia IRIS:
01 - Articolo su periodico
Elenco autori:
A.A.M. Gaviglio, A. Pirani, M. Licitra Pedol, E. Demartini
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