Examinando por Autor "Marano-Marcolini, Carla"
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Ítem A consumer-oriented model for analysing the suitability of food classification systems(Elsevier, 2017-05-01) Marano-Marcolini, Carla; Torres-Ruiz, Francisco J.The main function of food classification systems is to regulate the market and inform it (consumers above all) about the different types of products and their characteristics. However, the reality is that many of these systems give rise to confusion and prevent consumers from obtaining a clear idea of them, making the purchasing process more difficult. The objective of this study was to propose a method that can be used as a basis or reference framework for analysing the suitability of any food classification system, based on maximising consumer comprehension and learning, before introducing it into the market. The model proposed establishes the procedure and the necessary indicators for identifying the advantages and drawbacks of each of the different systems, making it possible to compare their suitability. The model was tested empirically by comparing the current classification of orange juices and Iberian ham with two different proposals, in an experiment conducted with an online consumer panel, and using MANCOVA to analyse the differences between the six indicators related to consumer learning results. It was concluded that the model is suitable for assessing the suitability of the classification systems, as it shows technical viability, ease of introduction in practically any situation and the ability to facilitate and guide the process of drawing up consumer-oriented food classification systems.Ítem Denominaciones genéricas de alimentos: propuesta de un modelo de análisis y orientaciones para el diseño de sistemas de clasificación bajo un enfoque de marketing(Jaén : Universidad de Jaén, 2016-01-19) Marano-Marcolini, Carla; Torres-Ruiz, Francisco-José; López-Zagra, Esther; Universidad de Jaén. Departamento de Organización de Empresas, Marketing y Sociología[ES] La función básica de los sistemas de clasificación de alimentos (SCAs) es informar al mercado sobre los tipos, calidad y características de los distintos tipos de alimentos. Sin embargo, a menudo presentan carencias que confunden al consumidor (ambigüedad, similitud o complejidad en los términos empleados). La finalidad principal de este trabajo es contribuir al desarrollo de SCAs eficaces, de tal modo que los consumidores, mercados y sociedad en general se beneficien de ellos. Para ello, se desarrolla y propone un modelo para analizar la calidad de cualquier SCA y se sugieren unas orientaciones para el diseño de SCAs útiles para los consumidores. El modelo y diferentes variaciones de SCAs se han probado de forma empírica mediante un experimento en un panel de consumidores online (n=960). Se concluye que el modelo propuesto es viable; se ofrecen sugerencias en el diseño de SCAs, y se sugieren cambios en algunos SCAs vigentes.Ítem Designations and consumer perceptions: An experimental study and implications for agricultural policy(Emerald, 2015-03-02) Marano-Marcolini, Carla; Parras-Rosa, Manuel; López-Zafra, EstherPurpose The purpose of this paper is to analyze the labeling and denominations of olive oils and to examine to what extent these factors confuse consumers. Specifically, the authors analyze the extent to which the different denominations of olive oil prevent consumers from distinguishing among the types of olive oil. Furthermore, the authors analyze whether the current generic names of olive oil affect consumer perceptions regarding the product’s various qualities and characteristics. Design/methodology/approach The authors performed an experiment with 128 participants divided into two groups (experimental n=64 and control n=64). In the pretest, participants completed a survey with 12 terms related to olive oil. The experimental group was then trained in the meaning of each term, after which the group returned to complete the same survey. Findings The authors can confirm H1 and H2. Results show that there is no clear knowledge regarding some of these terms. Social implications This study provides positive implications to both consumers, providing them a clear information, and producers and marketers, helping distinguish in the market olive oils of more quality. Originality/value This paper is pioneer in the literature. The authors provide a number of proposals and amendments regarding olive oil names to improve the knowledge and clarity of olive oil with direct implications for agricultural policy.Ítem Historical Wines of Portugal: The Classification, Consumer Associations and Marketing Implications(MDPI, 2021-04-29) de Almeida Costa, Ana Isabel; Marano-Marcolini, Carla; Malfeito-Ferreira, Manuel; Loureiro, VirgílioGeographical origin, use of traditional varieties and ancestral viticulture/oenology practices characterize wines classified as Historical Wines of Portugal (HWP). This study identifies the authenticity attributes consumers associate with this classification and assesses the relative strength of associations. A review of brand authenticity research and interviews with Portuguese wine producers (n = 3) and consumers (n = 12) were conducted to identify HWP classification attributes. Strength of attribute association was subsequently evaluated in an online questionnaire with a convenience sample of Portuguese wine consumers (n = 641), which included a measure of general wine knowledge and questions about the adequacy of different contexts for HWP purchase and consumption. Wine knowledge markedly affected the nature and strength of consumer associations. Compared to Aspirational Explorers, wine connoisseurs emerged as Heritage Gatekeepers, associating origin, cultural heritage, quality, production and at-home consumption more strongly with HWP, and tradition, wine age and out-of-home consumption less strongly. Market recognition of HWP as a novel and distinctive table wine classification, with well-defined and unique attributes, is thus likely to depend on consumers’ general wine knowledge. Related promotional activities targeting wine novices should first focus on educating them on HWP classification, whereas those directed at savvier consumers should emphasize wine authenticity cues instead.Ítem In search of a consumer-focused food classification system. An experimental heuristic approach to differentiate degrees of quality(Elsevier, 2018-06-01) Torres-Ruiz, Francisco J.; Marano-Marcolini, Carla; López-Zafra, EstherThe present paper focuses on the problems that arise in food classification systems (FCSs), especially when the food product type has different levels or grades of quality. Despite the principal function of these systems being to assist the consumer (to inform, clarify and facilitate choice and purchase), they frequently have the opposite effect. Thus, the main aim of the present research involves providing orientations for the design of effective food classification systems. To address this objective, considering the context of food product consumption (related to heuristic processing), we conducted an experimental study with 720 participants. We analysed the usefulness of heuristic elements by a factorial 2 (category length: short and long) × 3 (visual signs: colours, numbers and images) design in relation to recall and recognition activities. The results showed that the elements used to make the classification more effective for consumers vary depending on whether the user seeks to prioritize the recall or the recognition of product categories. Thus, long categories with images significantly improve recognition, and short categories with colours improve recall. A series of recommendations are provided that can help to enhance FCSs and to make them more intuitive and easier to understand for consumers. Implications with regard to theory and practice are discussed.Ítem Oleotourism: A Comparison of Three Mediterranean Countries(MDPI, 2020-10-29) D´Auria, Anna; Marano-Marcolini, Carla; Čehić, Ana; Tregua, MarcoThe recent trends in the tourism industry, as well as the attention paid by scholars, practitioners, and institutions, show the relevance of natural tourism as a lever for local development (United Nations World Tourism Organization -UNWTO-, 2005). In this scenario, the business of oleotourism, namely, a form of domestic tourism based on activities related to olive oil production, its tasting, and some connected rural experiences such as harvesting, is continuously—albeit slowly—growing in Europe and especially in the Mediterranean area. Scholars agree that oleotourism plays a key role for multiple reasons, due to its relations to local territories, firms, resources, and other forms of tourism, also favoring sustainable development. Due to the interplay with the local context, the authors plan to combine and compare the evidence from three Mediterranean countries offering examples of tourism initiatives based on olive oil, namely, Spain, Italy, and Croatia. The similarities and differences emerging from the comparison will expand the understanding of this phenomenon and lead to the highlighting of key features and choices in favoring its development in the coming years. Therefore, this research, through the analysis of both theoretical and practical evidences and data from the local contexts, aims to identify additional knowledge for scholars, managers, and policy-makers. The results of the analysis allow the authors to conclude that, although each of the three countries is in a different stage of development, they all have elements that seem to be common to this type of tourism. Finally, it is concluded that oleotourism can be characterized as a form of sustainable tourism, given the preservation of local customs and landscapes, the participation of the resident community, or the development of quality and food safety labels.Ítem Oleotourism: Local Actors for Local Tourism Development(MDPI, 2018-05-09) Tregua, Marco; D´Auria, Anna; Marano-Marcolini, CarlaOlive oil consumption has grown substantially in recent years, due in part to the fact that olive oil is healthy. Much of the global olive oil production comes from the rural areas of Jaén in southern Spain. Surrounding this industry, services such as oleotourism are increasing. This paper aims to identify the key elements supporting the development of oleotourism. After a preliminary exploratory analysis of the existing data, a qualitative analysis was performed with actors directly involved in the industry in Jaén. The results helped us define the level of the stakeholders’ involvement and the sustainability, the opportunities, and the constraints affecting oleotourism in this area. The practical implications of this investigation can be useful for governing agencies, local firms, and the tourism industry in support of oleotourism development.