Abstract
Quality labels are useful tools to differentiate food products, but only if consumers recognise them and associate them with specific characteristics. An online survey was conducted to investigate whether Chilean consumers knew about Novillo de Osorno, for which a quality label is being developed. The survey was divided into five blocks: lifestyles, meat consumption and purchase habits, meat choice behaviour, knowledge about Novillo de Osorno, and consumers’ socio-demographic information. The place of residence and consumer gender, age, or income were important cues in defining consumers’ lifestyles, meat consumption and purchase habits. Respondents could be grouped into three main groups: 1. Younger people: urban with medium-high incomes, which search only for pleasure; 2. Foodies uninvolved and Females uninvolved: females with the highest income level that chose food for nutritional reasons; and 3. Traditional people: men older than 55 with low incomes, living in the Northern areas and interested in taste and in the meat’s origin. Nearly 60% of respondents had never heard about Novillo de Osorno. Hence, the supply chain has an opportunity to extend the market. Since price and confidence in the origin are important cues, they must be considered in the design of promotion strategies.
Highlights
Quality labels provide information regarding traditional food in localities and communities and allow the maintenance of knowledge, traditions, and diversity [1]
19% of respondents thought that foreign meat has better quality than Chilean meat, which implies that the suppliers should make an effort to transmit to the population the actual quality of Chilean meat
57% of respondents had never heard about Novillo de Osorno and nearly
Summary
Quality labels provide information regarding traditional food in localities and communities and allow the maintenance of knowledge, traditions, and diversity [1]. Quality labels are a recognized tool to differentiate the quality of meat and meat products in a global market. Their development in Chile is new and incipient, differentiation by origin has evolved from being ignored to having increasing importance and internationalization in the last years. The implementation in 2005 of the national Law N◦ 19-996 [2] introduced some modifications of intellectual property, being the first law concerning the quality labels. There is a label named “Certificación Calidad Aysén Patagonia
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