Preference structure for cheese consumers - A Spanish case study

Purpose: The purpose of this paper is to contribute to knowledge on the preferences of cheese consumers in Spain. The first step was to determine where and how frequently cheeses are purchased and consumed, along with different aspects relating to the recognition of cheeses certified by a denomination of origin (DO). The second step consisted in determining how consumer preferences are structured. Design/methodology/approach: The methodology consisted of a survey of 412 consumers in the Castilla-La Mancha Region who were buying food items for their homes. In order to process data related to the first step, a descriptive analysis was undertaken. For the second step, a conjoint analysis was carried out, with three types of attributes (price, certification and type). Findings: The results show that cheese is a food which is present and also consumed within Spanish homes, while being bought in supermarkets at least once a week. Consumers value most the DO labels as a guarantee of quality and food safety. The cheese that is best known to consumers is the Manchego DO. Consumers prefer cheeses which are well-priced, aged and, if possible, certified. Originality/value: This paper analyses current consumer behaviour and, by means of conjoint analysis, identifies consumer preferences for cheeses in Spain. Internationally, conjoint analysis has rarely been used for cheeses, and this would appear to be the first time it has been applied in Spain.