Consumer satisfaction with dry-cured ham in five European countries.

The objective is to investigate consumer satisfaction with dry-cured ham in five European countries. A logistic regression model has been fitted using data collected through a cross-sectional web-based survey carried out in Belgium, Germany, Denmark, Poland and Greece during January 2008 (n=2437 of which 2156 were dry-cured ham consumers). Satisfaction was evaluated as overall satisfaction, as well as specific satisfaction with healthfulness, price, convenience and taste. The findings show that the main determinant of overall satisfaction is taste satisfaction, hence, producers are recommended to focus on matching sensory acceptability of dry-cured ham. No significant between-country differences were found, reflecting the wide availability of this product in all countries. Consumer characteristics influenced their level of satisfaction. Men, older (age > 52 years) and frequent consumers of dry-cured ham consumption were more likely to be satisfied with dry-cured ham. Consumers trust the butcher's advice and they preferred purchasing dry-cured ham at a butcher shop rather than in a supermarket.

Sensory attributes that drive consumer acceptability of dry-cured ham and convergence with trained sensory data.

The paper investigates the degree of convergence between trained panelists and consumers with regard to overall quality assessment and acceptability, respectively. In particular, the main sensory drivers used by both groups of assessors in their valuations, are investigated: first, a Principal Component Analysis (PCA) is applied to identify main dimensions underlying sensory data, and second, the external preference mapping (PREFMAP) technique, that regress consumers' hedonic valuations on the PCA sensory dimensions, is applied. A total of eight samples of dry-cured ham was analysed by 14 trained panelists and 213 consumers in a northern city of Spain (Zaragoza). The results showed that both, consumers and trained panelists make use of the same sensory attributes to elicit their assessments, which are crumbliness, softness, flavour and sweetness. However, trained assessors are able to discriminate better the quality across ham samples, as we would expect, according to a higher degree of expertise. Interestingly, the PREFMAP technique showed a certain degree of heterogeneity in consumers' preferences, highlighting clusters with opposite liking trends.