Consumer satisfaction with dry-cured ham in five European countries

Area of Science:

• Food Science
• Consumer Behavior
• Market Research

Background:

• Dry-cured ham is a popular product across Europe.
• Understanding consumer satisfaction is crucial for producers and retailers.
• Previous research has not extensively covered cross-European consumer satisfaction with this product.

Purpose of the Study:

• To investigate consumer satisfaction levels with dry-cured ham across five European countries.
• To identify key determinants of overall and specific satisfaction (healthfulness, price, convenience, taste).
• To explore the influence of consumer characteristics and purchasing habits on satisfaction.

Main Methods:

• A cross-sectional web-based survey was conducted in Belgium, Germany, Denmark, Poland, and Greece in January 2008.
• Data from 2437 participants, including 2156 dry-cured ham consumers, were analyzed.
• Logistic regression modeling was employed to identify satisfaction determinants.

Main Results:

• Taste satisfaction was the primary driver of overall consumer satisfaction with dry-cured ham.
• No significant differences in satisfaction were found between the five surveyed countries.
• Consumer demographics and habits influenced satisfaction: men, older consumers (>52 years), and frequent consumers reported higher satisfaction.
• Consumers trusted butcher advice and preferred butcher shops over supermarkets for purchasing dry-cured ham.

Conclusions:

• Producers should focus on enhancing the sensory attributes and taste acceptability of dry-cured ham to improve consumer satisfaction.
• Despite product availability, taste remains the most critical factor influencing consumer perception.
• Targeted marketing strategies considering consumer demographics and preferred purchasing channels may be beneficial.