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Estudios sociales (Hermosillo, Son.)

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ESPEJEL BLANCO, Joel  and  FANDOS HERRERA, Carmina. Una aplicación del enfoque multiatributo para un producto agroalimentario con Denominación de Origen Protegida: El Jamón de Teruel. Estud. soc [online]. 2009, vol.17, n.33, pp.135-161. ISSN 0188-4557.

This paper analyses the influences of the intrinsic and extrinsic perceived quality of Protected Designation of Origin (PDO) food product on consumer's satisfaction and buying intention. We realize an empirical analysis to a sample of Spanish consumers of cured ham with PDO from Teruel. In addition, we use structural equations models to demonstrate our results, basically the influence of the intrinsic and extrinsic attributes on the satisfaction, and the satisfaction on buying intention. In base with these obtained results in the specific case of "Jamón de Teruel", the managers might suggest relevant marketing strategies for food product protected under PDO or without it. In fact, they need to highlight the organoleptic factors and product image, all this, with the intention to increase the consolidation of sector, based it in the quality PDO image.

Keywords : Perceived Quality; Intrinsic Attributes; Extrinsic Attributes; Satisfaction; Buying Intention; Jamón de Teruel.

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