Consumer satisfaction with dry-cured ham in five European countries

• Published in: Meat science Vol. 87; no. 4; pp. 336 - 343
• Main Authors: Resano, H., Pérez-Cueto, F.J.A., Sanjuán, A.I., de Barcellos, M.D., Grunert, K.G., Verbeke, W.
• Format: Journal Article
• Language: English
• Published: Kidlington Elsevier Ltd 01.04.2011; Elsevier
• Subjects: Adult; Belgium; Biological and medical sciences; Consumer Behavior; Consumer satisfaction; Cross-Sectional Studies; Denmark; Dry-cured ham; Female; Food Handling - methods; Food industries; Fundamental and applied biological sciences. Psychology; General aspects; Germany; Greece; Handling, storage, packaging, transport; Health; Humans; Logistic Models; Logistic regression; Male; Meat and meat product industries; Meat Products; Middle Aged; Poland; Q-PorkChains; Socioeconomic Factors; Taste; Greece; Denmark; Poland; Belgium; Germany; Consumer satisfaction; Logistic regression; Q-PorkChains; Taste; Health; Dry-cured ham; Ham; Pork product; Meat product; Logistics
• ISSN: 0309-1740; 1873-4138
• DOI: 10.1016/j.meatsci.2010.11.008

The objective is to investigate consumer satisfaction with dry-cured ham in five European countries. A logistic regression model has been fitted using data collected through a cross-sectional web-based survey carried out in Belgium, Germany, Denmark, Poland and Greece during January 2008 (n = 2437 of which 2156 were dry-cured ham consumers). Satisfaction was evaluated as overall satisfaction, as well as specific satisfaction with healthfulness, price, convenience and taste. The findings show that the main determinant of overall satisfaction is taste satisfaction, hence, producers are recommended to focus on matching sensory acceptability of dry-cured ham. No significant between-country differences were found, reflecting the wide availability of this product in all countries. Consumer characteristics influenced their level of satisfaction. Men, older (age > 52 years) and frequent consumers of dry-cured ham consumption were more likely to be satisfied with dry-cured ham. Consumers trust the butcher's advice and they preferred purchasing dry-cured ham at a butcher shop rather than in a supermarket.