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Analysis of the commercial value of rabbit meat based on positioning of the different types of fresh meat

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Analysis of the commercial value of rabbit meat based on positioning of the different types of fresh meat

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dc.contributor.author Montero de Vicente, Luis es_ES
dc.contributor.author Escribá-Pérez, Carmen es_ES
dc.contributor.author Baviera-Puig, Amparo es_ES
dc.contributor.author Buitrago Vera, Juan Manuel es_ES
dc.date.accessioned 2019-05-29T20:43:40Z
dc.date.available 2019-05-29T20:43:40Z
dc.date.issued 2018 es_ES
dc.identifier.uri http://hdl.handle.net/10251/121281
dc.description.abstract [EN] In-depth knowledge of consumers' perceptions of value is considered a critical success factor in today¿s competitive market. There is very little information about the perception that consumers have of rabbit meat compared to other types of meat (mainly beef and pork). To identify the consumer perception of rabbit meat in Spain, two marketing tools were used: positioning and image analysis. To this end, a survey was carried out in Spain mainland with an error of 3.53% and a confidence level of 95.5%. According to the positioning analysis, rabbit meat competed with turkey for the "low fat" and "healthy" attributes. Rabbit meat had in its favour that it was considered more ¿economical¿ than turkey. Commercially, rabbit meat did not compete with any other fresh meat and it was not associated with any other adjective. The image that consumers had of rabbit meat was that it is a clean, healthy and easy to find meat. Two clearly distinguished groups were also found: consumers who rated rabbit meat more positively and consumers that did so less positively. These two groups were defined by the variables ¿educational level¿, ¿rabbit meat consumption by children under 18 residing in the home¿, ¿geographical area¿ and ¿habitual residence¿. For the variables ¿gender¿, ¿age¿, ¿number of people in the home¿ and ¿presence of children younger than 18 years in the home¿, there were no significant differences. These results are very useful for the different value chain stakeholders, who can set different marketing strategies to improve rabbit meat consumption. es_ES
dc.description.sponsorship Generalitat Valenciana (Project "Sustainability of the Food Value Chain: From Production to Responsible Consumption", Ref. AICO/2017/066). es_ES
dc.language Inglés es_ES
dc.publisher Instituto Nacional de Investigacion y Tecnologia Agraria y Alimentaria es_ES
dc.relation.ispartof Spanish Journal of Agricultural Research (Online) es_ES
dc.rights Reconocimiento (by) es_ES
dc.subject Product image es_ES
dc.subject Product position es_ES
dc.subject Positioning map es_ES
dc.subject Consumer profile es_ES
dc.subject Commercial market value es_ES
dc.subject Quality es_ES
dc.subject.classification COMERCIALIZACION E INVESTIGACION DE MERCADOS es_ES
dc.subject.classification ECONOMIA, SOCIOLOGIA Y POLITICA AGRARIA es_ES
dc.title Analysis of the commercial value of rabbit meat based on positioning of the different types of fresh meat es_ES
dc.type Artículo es_ES
dc.identifier.doi 10.5424/sjar/2018163-13407 es_ES
dc.relation.projectID info:eu-repo/grantAgreement/GVA//AICO%2F2017%2F066/ es_ES
dc.rights.accessRights Abierto es_ES
dc.contributor.affiliation Universitat Politècnica de València. Departamento de Economía y Ciencias Sociales - Departament d'Economia i Ciències Socials es_ES
dc.description.bibliographicCitation Montero De Vicente, L.; Escribá-Pérez, C.; Baviera-Puig, A.; Buitrago Vera, JM. (2018). Analysis of the commercial value of rabbit meat based on positioning of the different types of fresh meat. Spanish Journal of Agricultural Research (Online). 16(3):1-9. https://doi.org/10.5424/sjar/2018163-13407 es_ES
dc.description.accrualMethod S es_ES
dc.relation.publisherversion https://doi.org/10.5424/sjar/2018163-13407 es_ES
dc.description.upvformatpinicio 1 es_ES
dc.description.upvformatpfin 9 es_ES
dc.type.version info:eu-repo/semantics/publishedVersion es_ES
dc.description.volume 16 es_ES
dc.description.issue 3 es_ES
dc.identifier.eissn 2171-9292 es_ES
dc.relation.pasarela S\371022 es_ES
dc.contributor.funder Generalitat Valenciana es_ES
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