Riassunto analitico
This thesis research delves into consumer behavior concerning the 'Mountain Product' label on Parmigiano Reggiano cheese. In an era where authenticity and product origin play significant roles in purchasing decisions, this study aims to understand how a specific label, signifying traditional production methods and geographical uniqueness, influences consumer choice.
Through quantitative analysis of 250 survey responses, the research assesses the degree to which consumers recognize, value, and are willing to pay for the 'Mountain Product' label. The survey explored various dimensions of consumer perception, including beliefs about the naturalness, health benefits, and production ethics associated with the label. The study also evaluated the immediate and future purchase intentions of respondents, shedding light on the potential economic impact of the label. Results indicate that while not widely known, the 'Mountain Product' label is associated with positive qualities such as high quality, authenticity, healthiness, and environmental friendliness when recognized. Interestingly, consumers who are aware of the label express a readiness to pay a premium for these perceived benefits. The data suggests a gap between positive perceptions of the label and actual market penetration.
This thesis contributes to the field by providing insights into how labels indicating quality and origin can affect consumer behavior. It offers implications for marketers and producers on utilizing certification labels as a tool to enhance brand image, justify premium pricing, and potentially drive purchase behavior. The findings underscore the importance of targeted marketing strategies to educate consumers and amplify the visibility of labels like 'Mountain Product' to capitalize on the positive consumer sentiment uncovered by this research.
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