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Los valores personales y culturales como elementos clave en la adopción de nuevos alimentos en un mercado globalizado. Aplicación a un producto étnico

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  • Barrena Figueroa, Ramo
  • Sanchez Garcia, Mercedes

Abstract

El sector de la alimentación se enfrenta últimamente a un mercado cada vez más competitivo y más globalizado, donde las diferencias culturales parecen ser un aspecto importante de la adopción y difusión de innovaciones internacionales. Los diferentes grupos culturales difieren en su evaluación de productos, por lo tanto entender las actitudes y comportamientos de los diferentes grupos étnicos puede ser fundamental de cara a conocer la posible aceptación de productos en el mercado. Sobre esta base argumental, este trabajo pretende analizar si la estructura de decisión con respecto a un nuevo alimento varía en su complejidad y en el tipo de beneficios y valores buscados en función del origen étnico del encuestado. Para contrastar estos objetivos se ha planteado un ejercicio en el que se aplica la teoría “means-end chain”, que establece las relaciones entre atributos-consecuencias-valores frente al consumo de un alimento étnico (cous-cous), a través de una entrevista laddering entre dos tipos de origen étnico (español y árabe). Los resultados indican la existencia de una importante dimensión emocional en el consumo del producto analizado, siendo esta dimensión más importante en el grupo de origen árabe, lo que indica que el mayor conocimiento del producto implica una mayor complejidad en el proceso de elección. Asimismo, independientemente de su origen la adopción de este producto viene motivada por el sabor del mismo, el placer que proporciona su consumo y la calidad de vida y seguridad que les proporciona a los consumidores. Sin embargo también se aprecian algunas diferencias, concediendo una mayor importancia al origen geográfico y la identificación cultural el grupo árabe, así como a considerar que con el consumo del cous-cous están cumpliendo con sus obligaciones en relación a su entorno familiar. En el caso de los consumidores de origen español destaca el sentirse más cercano a las nuevas tendencias, más cosmopolita y adquirir un mayor éxito con respecto a su entorno. Todos estos aspectos pueden ayudar a proponer a la oferta alimentaria actuaciones más adecuadas en cada tipo de demandantes cara a conseguir un mejor posicionamiento del producto y en consecuencia, mejores resultados empresariales.

Suggested Citation

  • Barrena Figueroa, Ramo & Sanchez Garcia, Mercedes, 2010. "Los valores personales y culturales como elementos clave en la adopción de nuevos alimentos en un mercado globalizado. Aplicación a un producto étnico," 116th Seminar, October 27-30, 2010, Parma, Italy 94926, European Association of Agricultural Economists.
    • Handle: RePEc:ags:eaa116:94926
    DOI: 10.22004/ag.econ.94926
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    References listed on IDEAS

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