We found a match
Your institution may have access to this item. Find your institution then sign in to continue.
- Title
Consumer Perceptions of a Lamb Meat Communication Campaign: A Qualitative Study.
- Authors
Uldemolins, Pilar; Maza, María T.; Aldama, Sara
- 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.
- Subjects
LAMB (Meat); ADVERTISING effectiveness; POSTER design; QUALITATIVE research; SENSORY perception
- Publication
Journal of Food Distribution Research, 2020, Vol 51, Issue 3, p111
- ISSN
0047-245X
- Publication type
Article