Promoting the direct sale of pasta filata cheese

Abstract

ABSTRACT: Small-medium dairy enterprises may verify the possibility to enhance their margins by shortening the supply chain. We propose a short sequence of marketing actions with the aim to support the inclusion of transformed goods into their productive process. These actions include the assessment of the main factors affecting consumer cheese purchase decision, evaluation of the validity of the association brand product, and identification of the preferred cheese format. Eighty-two consumers were selected. Their motives for purchasing pasta filata cheese were assessed using the food choice questionnaire. They were also asked to rate their preference for 4 different traditional pasta filata cheeses and 3 well-known local cheese brands. The frequency of consumption of 4 different Mozzarella cheese formats (standard Mozzarella, bite-size Mozzarella, cherries, knots or braids) was gathered. One-way ANOVA was used to analyze the food choice questionnaire scores. Purchase intentions were subjected to ANOVA with 2 factors (brand and cheese) and their interaction. The frequencies of consumption of the 4 different Mozzarella formats was analyzed using the χ2 test for independent samples. Based on our results, the communication around pasta filata cheese should focus on intrinsic characteristics such as healthiness and sensory properties, whereas standard Mozzarella with good nutritional and eating quality should be the most produced item and marketed if the associated brand product is well received by the consumers. By shortening the supply chain an increased economic and environmental sustainability can be expected.

Keywords

• small-medium dairy enterprises
• cheese supply chain
• food choice questionnaire
• consumer purchase intention