Michele Contel 1, Tormod Naes 2,  Maria Luisa Scalvedi 1
(1) PEGroup www.pe-group.it
(2) Nofima www.nofima.no


The study aims to investigate the reactions of the Italian consumer towards different intrinsic factors of  a well established traditional food product such as dry-cured ham (prosciutto crudo). The salt level and origin/brand (products following different production protocols) were both supposed to be crucial aspects of the choice  of the consumer. The experimental design tried to check how different combination of the factors impact on the consumer’s choice. Products already on the market with a strong brand image were tested.

The experiment was constituted by a sensory test of four different product samples. The test was carried out in two sessions one blind, one informed. Both sessions evaluated the overall liking (nine-point scale) of samples differing for two salt levels and two origins/brands (Italian). 89 untrained consumers were involved. Conjoint analysis  was applied  on dataset.

Tasting results show how the four samples were evaluated very close, around a medium-high value of the scale in both sessions blind and informed. The introduction of information  determines two main effects: the sample including the lowest content of salt takes the first position in term of liking, and the liking of both low in salt  samples rises with respect to the  blind session.

Saltiness appears a discriminant factor as consumers are aware of it, but with no information consumer acceptance and preference rely more on taste of a leader product in the market. Salt and brand/origin information seems influencing consumers preference,  but producers have to take into account the dominant taste in the market.

This study is part of TRUEFOOD a project financed by the EU within 6th Framework Programme

KEYWORDS: traditional food, sensory analysis, dry-cured ham, consumer acceptance, conjoint analysis

REFERENCES

NæsT, Kubberød E., Siversten H. (2001) Identifyng and interpreting market segments using conjoint analysis, Food quality and preference 12 pp.133-143

A.J. Pham,  M.W. Shilling,W.b. Mikel, J.B. Williams, J.M.Martin, P.C. Coggins (2008) Relationship between sensory descriptors and volatile flavour compounds of American dry-cured ham, Meat science 728-737

Virgili R. (1994) Definizione di uno standard sensoriale per il prosciutto di Parma e di San Daniele, Industria conserve 9, pp.222-229