Browsing by Author "Rocha, A."
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- Exploratory approach to small food service operator’s perspectives regarding traditional food marketsPublication . Sampaio, J.; Cunha, Luís Miguel; Moura, Ana Pinto de; Rocha, A.Traditional food markets are an integral part of the urban/rural linkage. However, their popularity in Portugal is decreasing, mostly due to the growth of organized retailing and greater globalization. Previous studies of consumers’ perspec- tives of fresh produce in local food markets have associated proximity with freshness, improved quality and reduced environmental impact. A similar study was undertaken to capture small food service operator’s perspectives of traditional markets as food suppliers. Questionnaires were administered to 16 small food service operators in traditional food markets in the north of Portugal during February 2009. Half of the food service operators were from restaurants, with an average capacity of 20-40 customers located in an urban area. The vast majority (94%) of operators visited the market 4 to 6 times a week, while only 60% of consumers visited the market at least one time per week. The products most often purchased from traditional food markets by operators were fresh fruit (100%) and vegetables (94%) and by consumers (88 and 82% respectively), followed by pulses (94%), fish (62%) and flowers (62%) by food operator’s, and fresh fish (37%) and flowers (38%) by consumers. Results indicated a high degree of satisfaction, suggesting that with an adequate communication strategy, more small food service operators could be attracted to these markets.
- Fresh produce valuation in Portuguese traditional food markets: consumer perspectivesPublication . Sampaio, J.; Cunha, Luís Miguel; Moura, Ana Pinto de; Rocha, A.In Portugal, traditional food markets have shown a decrease in popularity, mostly because of the growth of organized retailing and increased globalization. Attempts have been made to find what motivates consumers to purchase locally produced foods. The objective of this work was the characterization of consumers from Portuguese traditional food markets, and the identification of their attitudes and perceptions towards those markets. The final aim was to identify opportunities and challenges of traditional food markets’ retailers. Interviews were conducted with consumers at traditional food markets from all over Portugal. One hundred forty-four consumers were asked about their shopping profile, reasons to visit the market, overall degree of satisfaction, as well as socio-economic characteristics. The most bought products on traditional food markets are fresh fruits and vegetables followed by fresh fish and flowers. The main reasons pointed out by consumers to visit these markets are produce freshness (60%) price/quality relationship, i.e., a low price for a certain quality (34%) and the price of traditional products (34%). Moreover, results suggest an overall degree of satisfaction with traditional markets, showing that with an adequate communication strategy more consumers could be allured to them.