Made in Italy: how much Italians know about Terroir? An empirical study on Parmigiano Reggiano and Grana Padano / Giulia GABIATI / 2019

Titre : Made in Italy: how much Italians know about Terroir? An empirical study on Parmigiano Reggiano and Grana Padano Type de document : Mémoire Auteurs : Giulia GABIATI, Auteur Année de publication : 2019 Importance : 25 p. Note générale : Pour accéder aux fichiers PDF, merci de vous identifier sur le catalogue avec votre compte Office 365 via le bouton CONNEXION en haut de page. Langues : Anglais (eng) Mots-clés : Management FROMAGE SECTEUR ; LABEL DE QUALITE ; GESTION DU MARKETING Résumé : The concept of Terroir has always been investigated regarding the wine sector. In the present research a study has been conducted about its meaning and application to the diary products, specifically to two different kind of Italian Cheeses: A Mono Regional product, whose production is located in one single region, Emilia Romagna, has been opposed to a Multi Regional one, produced in almost 5 different regions. A blinded tasting has been conducted to see to which extent Italian people recognize their product and how much are they aware about their products’ Terroir. Two different groups of people have been defined, one tasting Parmigiano Reggiano and the other one tasting Grana Padano. Although the two products belong to the same family of Hard-Cheese, they are different in the texture and in the flavor. Moreover, they find a different position in the market, since Parmigiano Reggiano is more expansive than Grana Padano. The statistical analysis performed on SPSS, showed a significant result. In fact, there is a difference regarding the ability of recognition of the two products. Specifically, most of the people have been able to recognize Parmigiano Reggiano but not Grana Padano. Moreover, something interesting that came out from the analysis is that Grana Padano was confused with Parmigiano, even if on the survey there were information about the Mono and Multi Regional nature of the product. This is a clear sign that people were not aware about the Terroir of the two Cheeses. Italians do not know where the products are produced and this could have many repercussions from the Marketing point of view, because people do not have the tools to recognize and appreciate the added value of very good products like Parmigiano, produced in a restricted area with specific criteria and techniques. Note de contenu : Bibliographie p. 22-24 Programme : PGE-Reims Spécialisation : Champagne and Wine Management Permalink : https://cataloguelibrary.neoma-bs.fr/index.php?lvl=notice_display&id=495833