Journal
FOOD QUALITY AND PREFERENCE
Volume 21, Issue 2, Pages 225-233Publisher
ELSEVIER SCI LTD
DOI: 10.1016/j.foodqual.2009.06.003
Keywords
Traditional food products; Free word association; European regions
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Funding
- European Commission under the 6th Framework Programme [FOOD-CT-2006-016264]
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A total of 721 consumers were interviewed in order to obtain and compare consumer-driven associations to the word Traditional, in a food context, in six European regions. Participants, who were individually interviewed, had to state the first words that came into their mind when the word Traditional was verbally presented. Frequencies of occurrence of associations were obtained and analysed by means of simple correspondence analysis. The different word associations obtained were classified in 55 classes and then grouped in ten principal dimensions by triangulation. In general, southern European regions tended to associate the concept of Traditional more frequently with broad concepts such as heritage, culture or history. Central and Nordic European regions tended to focus mainly on practical issues such as convenience, health or appropriateness. As a final outcome of the analyses, a consensus conceptual map of traditional food products was obtained. The empirical findings of this qualitative exploratory free word association test provide valuable insights for product positioning, innovation and new developments in the traditional food market. (C) 2009 Elsevier Ltd. All rights reserved.
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