Consumer Perceptions of a Lamb Meat Communication Campaign: A Qualitative Study
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Date
2021
Authors
Uldemolins Gómez, PilarMaza Rubio, María Teresa
Aldama, Sara
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Abstract
This article provides early insight into the effectiveness of advertising posters designed to promote new cuts of lamb meat with a Protected Geographical Indication (PGI) and investigate consumers’ perceptions of them; focus group techniques were utilized as part of the research. Lamb meat is associated with festive consumption and tradition. Regarding the advertising poster and its effectiveness, the majority of participants stated that they were unaware of the new lamb cuts and did not remember the advertising posters. Samples of the new cuts were presented to participants, and they perceived the new cuts to be innovative.
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Journal of Food Distribution Research, vol. 51, num. 3, (2021)
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Carne de corderoComportamiento del consumidor
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