Abstract

Aim of study: The first purpose of the present study was to investigate the level of recall of the adverting campaign promoting the new lamb meat cuts. The second objective was to investigate which promotion tools are more important to consumers and retailers.Area of study: This study took place in the city of Zaragoza, where lamb meat promotional activities have been conducted at three different levels: generic promotion of the sector, Regulatory Council of Ternasco de Aragón promotion campaign and producer brand promotion.Material and methods: Data was collected through personal questionnaires (401 consumers and 55 retailers).Main results: Results suggest that the promotion campaign has not contributed as much as expected to spread the knowledge of the new lamb cuts among consumers. Both consumers and retailers attached more importance to in-store marketing promotional tools. Three consumers segments were identified based on promotion tools preferences. Comparing between consumers and butchers’ opinion the only significant difference was found in using internet and social network as a promotional tool.Research highlights: A general trend has been observed since the majority of consumers and retailers consider that the most important promotions tools are those conducted inside the point of sale. On the view of these results, it could be better for future campaigns to increase promotional effort inside the point of sale, where consumers make their final purchase choice.

Highlights

  • In Spain, as well as in other Mediterranean countries, lamb meat from extensive production systems has been traditionally consumed

  • Aim of study: The first purpose of the present study was to investigate the level of recall of the adverting campaign promoting the new lamb meat cuts

  • The role of promotion tools used in the Spanish campaign to promote new lamb meat cuts

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Summary

Introduction

In Spain, as well as in other Mediterranean countries, lamb meat from extensive production systems has been traditionally consumed. Sheep and goat cattle contribute to sustainable development in these areas mitigating climate change, preserving biodiversity and leading the use of water and soil in a more sustainable manner (Plieninger et al, 2006; Henle et al, 2008). Spanish market has suffered a significant decline in the consumption of sheep and goat meat reaching a 40% drop in the period of 2009-2018, being the biggest decline (44%) in the period of 2011-2014. Relative price of lamb meat has been noted as the main cause of the decrease in consumption (Du Plessis & Du Rand, 2012; Gracia & de Magistris, 2013), at least in certain market segments (Campo et al, 2008; Font i Furnols et al, 2011). Financial crisis has contributed in the decline in lamb meat consumption, some authors (Blay, 2017) suggest other possible causes such as inappropriate lamb meat cuts in the market or a poor marketing communication

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