Petrovac sausage and Futog cabbage: market perspectives for two Serbian PDO’s. A field analysis on Italian and Serbian consumers
Author(s)
Panin, Biljana
Date Issued
June 20, 2013
Type
Doctoral Thesis
Abstract
The objective of the research was to analyse potential of two Serbian products, with geographical indication, in the market. Another objective was to understand who are consumers of these products and if they would pay for these products. These objectives were explored in cases of two Serbian PDO products- Futog cabbage and Petrovac sausage, on two markets – in Serbia and in Italy. Aspects that were analysed are Serbian and Italian consumers’ behavior and attitudes towards PDO/PGI products; exploring the food consumers’ preferences related to the geographically determined food; their attitudes towards the quality guarantee labeled food and if they are willing to pay for it. One additional aspect of the research was to explore consumers’ attitude for non EU, in this case Serbian PDO/PGI products, in Italy.
Both supply and demand side were analysed. Supply side analysis was a qualitative analysis. Field research was conducted with open interviews, in order to find case studies, to collect data about them, to get information from authorities and producers, in order to have enough information to continue research with consumers. Demand side analysis was a quantitative analysis. Consumer surveys were conducted, in order to assess future perspectives for two products. On the basis of data collected from consumers in Serbia and Italy, collected data were analysed quantitatively, by using cluster analysis.
Research showed that market potential for two Serbian products exist both in Serbia and in Italy. But consumers have different attitudes and interests towards two products, and also different willingness to buy and to pay for these products. Cluster analysis identified three different consumers groups in Serbia, that can be identified as “Consumers with strong interest in Futog cabbage and Petrovac sausage”, “Consumers moderately interested in Futog cabbage and Petrovac sausage”, and the third group “Consumers not willing to pay more for two Serbian PDOs”. Cluster analysis for Italian sample also identified three different groups of consumers, that can be summarized as follows: ”Consumers not interested in the two Serbian PDOs”, “Consumers interested in typical food”, “Consumers very interested in two Serbian PDOs”.
Additional information
Dottorato di ricerca in Economia e territorio
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