Bacalhau in Portugal: The Importance of Information at Point-of-Sale

Abstract

For generic products like bacalhau (salted and dried cod), the appropriate use of information at point-of-sale can reduce uncertainty, thus making the buying process easier. In supermarkets and specialized bacalhau stores in Portugal, such products are now often presented with information such as origin, species, etc. Therefore, it is relevant to explore how Portuguese consumers value some of these information cues. The method used in this study was conjoint analysis. Price was determined to be the most important attribute, followed by country of origin. A flaking guaranty was appreciated, while the name of cod species was less important. Younger consumers showed higher tolerance for higher prices than elderly and middle-aged consumers.

KEYWORDS:

• information
• consumers
• conjoint
• Bacalhau
• country of origin
• price
• species
• flaking guaranty