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The region-of-origin (ROO) effect on purchasing preferences: The case of a multiregional designation of origin

Antonio Chamorro (Department of Business Management and Sociology, Extremadura University, Badajoz, Spain)
Sergio Rubio (Department of Business Management and Sociology, Extremadura University, Badajoz, Spain)
F. Javier Miranda (Department of Business Management and Sociology, Extremadura University, Badajoz, Spain)

British Food Journal

ISSN: 0007-070X

Publication date: 2 February 2015

Abstract

Purpose

The purpose of this paper is to analyse the “region-of-origin” effect in the purchase of cava, a sparkling wine. Cava is a multiregional designation of origin: although it is a product typical of a particular Spanish region (Catalonia), it is also produced in other regions in Spain.

Design/methodology/approach

The technique of conjoint analysis is used to identify the structure of the preferences of cava consumers, and to evaluate how that structure is affected by the inclusion of a message that highlights the regional origin of the product. A survey was conducted among 473 wine buyers in the region of Extremadura (Spain).

Findings

The main findings show that the “region-of-origin” effect is significant for the regional buyer of this type of wine, and that the sales of regional brands of cava would be greater if their regional origin were emphasized by indicating the location of the producer in a prominent place on the label. Moreover, three segments of purchasers differentiated by their preference structure are identified.

Originality/value

The novelty of the study lies in the fact that this PDO is a multiregional designation of origin, and that the technique used, conjoint analysis, is applied not only to determine the buyer’s preference structure, but also to evaluate how that structure is affected when the regional origin of the product is highlighted in the message to the purchaser. This study is of value to academic researchers, wineries managers, and regional governments as it highlights important aspects to design marketing strategies and trade policies.

Keywords

Citation

Chamorro, A., Rubio, S. and Miranda, F.J. (2015), "The region-of-origin (ROO) effect on purchasing preferences: The case of a multiregional designation of origin", British Food Journal, Vol. 117 No. 2, pp. 820-839. https://doi.org/10.1108/BFJ-03-2014-0112

Publisher

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Emerald Group Publishing Limited

Copyright © 2015, Emerald Group Publishing Limited