title: Consumer satisfaction with dry-cured ham in five European countries.
abstract: 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.
authors.affiliation: Ghent University, Department of Agricultural Economics, Coupure Links 653, B-9000 Ghent, Belgium.
authors.forename: H
authors.initials: H
authors.lastname: Resano
authors.forename: F J A
authors.initials: FJ
authors.lastname: Pérez-Cueto
authors.forename: A I
authors.initials: AI
authors.lastname: Sanjuán
authors.forename: M D
authors.initials: MD
authors.lastname: de Barcellos
authors.forename: K G
authors.initials: KG
authors.lastname: Grunert
authors.forename: W
authors.initials: W
authors.lastname: Verbeke
mesh_terms: D000328:Adult; D001530:Belgium; D003258:Consumer Behavior; D003430:Cross-Sectional Studies; D003718:Denmark; D005260:Female; D005511:Food Handling / Q000379:methods*; D005858:Germany; D006115:Greece; D006262:Health; D006801:Humans; D016015:Logistic Models; D008297:Male; D008461:Meat Products; D008875:Middle Aged; D011044:Poland; D012959:Socioeconomic Factors