Goat Dairy Product Assortment in Different Sales Channels in Northwestern Italy

An analysis of goat dairy-based product assortment was carried out in the metropolitan area of Turin (Northwestern Italy), considering three different sales channels: large-scale retail chains, retail stores, and direct sales in farmers’ markets (FMs). The survey results show a widespread presence o...

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Bibliographic Details
Published in:Animals (Basel) 2019-10, Vol.9 (10), p.823
Main Authors: Massaglia, Stefano, Borra, Danielle, Merlino, Valentina Maria
Format: Article
Language:English
Subjects:
Channels
Consumer research
Consumers
Consumption
Dairy products
Dairy products industry
Data collection
Direct selling
Distribution channels
Farmers
Farmers markets
goat dairy products
Goats
Marketing
Metropolitan areas
Milk
offer characteristics
Physiological aspects
Quality
Retail stores
Retail trade
sales channel
Supermarkets
Yogurt
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Summary:An analysis of goat dairy-based product assortment was carried out in the metropolitan area of Turin (Northwestern Italy), considering three different sales channels: large-scale retail chains, retail stores, and direct sales in farmers’ markets (FMs). The survey results show a widespread presence of goat products in the Turin market. In each type of selected distribution channel, characterized by its own peculiarities, products differed both in terms of reference numbers and assortment; they were better in large-scale retail distribution, both in terms of quality and typicality, whereas specialized retail and direct sales were better equipped. Furthermore, given the importance of the sector at the regional level, we also focused, through the analysis of product origin, on the fact that local provenience increases from large-scale distribution to fully regional farmers’ markets. The mean price was different, being lower in direct sales at FMs, and medium to high and high at retail sales, as they are considered high quality niche products. The offer is correlated and in agreement with consumer targets (modern, ethical, and traditional), finding the "ideal" product in the different types offered, however, even if the results underline the potential of this sector, the fragmentation of the goat sector in Piedmont still represents a limit to expansion, and to the positioning of products in the market.
ISSN:2076-2615
2076-2615
DOI:10.3390/ani9100823