The segmentation of the handmade goat cheese market in the Andalusian metropolitan areas: The case of the city of Seville
2011
L., Navarro | V., Pantoja | F., Ruíz | J.M., Castel | Y., Mena | S., Sayadi
The aim of this work is to present the segmentation of the Andalusian handmade goat cheesemarket in metropolitan areas, in order to establish training and promotion strategies to be addressed to this sector and to specific niches of consumers. The analysis was performed based on a survey made to a sample of 440 consumers from Sevilla (Spain), stratified by sex, age, and income level. After an overall description of the cheese consumption and shopping behaviour, a typology of the consumers is presented using these variables (cluster analysis), and a segmentation of the handmade cheese market accomplished, according to knowledge, consumption, and willingness to pay overprices for handmade cheeses as the criterion variables, and some behavioural and demographic variables as the independent ones. Significant conclusions were drawn, and some training and promotion strategies established in order to increase the value of these quality products. Among them, working on quality and know-how, training about the specific characteristics handmade cheeses have, enhancing visits to dairies, or placing handmade cheeses in specializing store shelves, are actions suggested by this research team.
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