A methodology for mapping consumer preferences for local products: The case of the Capicollo Azze Anca Grecanico Slow Food-Calabria

Abstract

This report has the purpose to investigate on motivations that drive consumers towards purchasing cold cuts and in particular Capicollo Azze Grecanico Slow Food (through a survey carried out in Calabria). The research provides also an analysis of the producers. A Multiple Correspondence Analysis has provided consumer’s motivational profiles. Furthermore, a Logit regression allowed us to evaluate the relationships between individual motivations and some socio-demographic characteristics of local cold cuts and capicollo consumers. The results show a consumers’ propensity to the link between territory and product quality and the importance related to food security. The results are useful for the implications of the choices, the actions and policies of marketing that can offer.