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Consumer Profile and Product Knowledge Affect the Usefulness of a Quality Label as a Tool to Differentiate a Product: A Chilean Survey

机译：消费者个人资料和产品知识会影响质量标签作为区分产品的工具的有用性：智利调查

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摘要

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.
机译：质量标签是区分食品的有用工具，但只有消费者识别它们并将它们与特定特征联系起来。进行了在线调查，调查智利消费者是否知道Novillo de Osorno，为此开发了质量标签。该调查分为五个街区：生活方式，肉类消费和购买习惯，肉类选择行为，了解Novillo de Osorno，以及消费者的社会人口信息。在定义消费者的生活方式，肉类消费和购买习惯中，居住地和消费性别性别，年龄或收入是重要的提示。受访者可以分为三个主要群体：1。年轻人：中高收入的城市，只搜索乐趣; 2.美食家未经研究的和女性未经进入：女性收入水平最高，为营养原因选择食物; 3.传统人民：男子比55岁，收入低55岁，生活在北方地区，对味道和肉类起源感兴趣。近60％的受访者从未听说过Novillo de Osorno。因此，供应链有机会扩展市场。由于原产地的价格和信心是重要的提示，因此必须在促销策略设计中考虑。

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