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Consumer Perceptions of a Lamb Meat Communication Campaign: A Qualitative Study

Author

Listed:
  • 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.

Suggested Citation

  • Uldemolins, Pilar & Maza, María T. & Aldama, Sara, 2020. "Consumer Perceptions of a Lamb Meat Communication Campaign: A Qualitative Study," Journal of Food Distribution Research, Food Distribution Research Society, vol. 51(3), November.
    • Handle: RePEc:ags:jlofdr:309032
    DOI: 10.22004/ag.econ.309032
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    References listed on IDEAS

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    1. Zenetti, German & Klapper, Daniel, 2016. "Advertising Effects Under Consumer Heterogeneity – The Moderating Role of Brand Experience, Advertising Recall and Attitude," Journal of Retailing, Elsevier, vol. 92(3), pages 352-372.
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