Browsing by Author "Chkoniya, Valentina"
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- Fish consumpion in the age of the information society - the evolution of the fish sector in PortugalPublication . Madsen, Ana Oliveira; Chkoniya, ValentinaPortuguese consumers are an example to the world when it comes to eating fish. It is a fact that Portugal is EU’s top nation consuming fish, and that the country ranks 3rd in the world in that category. It is something to be proud of. Especially when so many countries are investing millions on/and implementing fish campaigns, in the attempt to increase the consumption of fish. Therefore, this article attempt to highlight some major aspects of fish consumption in Portugal, explaining how, where, and when fish is consumed. To be able to characterize the Portuguese fish consumer, this article had exclusive access to data from Docapesca Portos e Lotas S.A’s data (a government owned company, under the Ministry of Finance and the Ministry of the Sea). Two surveys were conducted (each with 1000 respondents - representative of general of the Portuguese population), one in 2017 and the other one in 2018, using plenty of variables that turned out to be extremely valuable data to market analyses and allowed a very strong comparative analysis. Results include the big impact of Information in the different channels of fish consumption, perceived value of fish, consumers' evaluation of the advantages of fish, expectation when consuming fish, and also the importance of consumer education (as a means to promote change in behavior, if wanted). By providing evidence from Portuguese fish consumption in two different years, this study offers valuable insights for both practitioners and researchers.
- Fish consumption in the age of the information society - the evolution of the fish sector in PortugalPublication . Madsen, Ana Oliveira; Chkoniya, ValentinaPortuguese consumers are an example to the world when it comes to eating fish. It is a fact that Portugal is EU’s top nation consuming fish, and that the country ranks 3rd in the world in that category. It is something to be proud of. Especially when so many countries are investing millions on/and implementing fish campaigns, in the attempt to increase the consumption of fish. Therefore, this article attempt to highlight some major aspects of fish consumption in Portugal, explaining how, where, and when fish is consumed. To be able to characterize the Portuguese fish consumer, this article had exclusive access to data from Docapesca Portos e Lotas S.A’s data (a government owned company, under the Ministry of Finance and the Ministry of the Sea). Two surveys were conducted (each with 1000 respondents - representative of general of the Portuguese population), one in 2017 and the other one in 2018, using plenty of variables that turned out to be extremely valuable data to market analyses and allowed a very strong comparative analysis. Results include the big impact of Information in the different channels of fish consumption, perceived value of fish, consumers' evaluation of the advantages of fish, expectation when consuming fish, and also the importance of consumer education (as a means to promote change in behavior, if wanted). By providing evidence from Portuguese fish consumption in two different years, this study offers valuable insights for both practitioners and researchers.
- Leading the way to a sustainable future: the positive impact of a generation marketing campaignPublication . Coelho, Teresa; Chkoniya, Valentina; Madsen, Ana Oliveira; Figueiredo, CarlosConsumption patterns have always been an important indicator of a generation's identity, but in a world where globalization tends to standardize everything and digital technology tends to accelerate the globalization process, some might predict that identities are dissolving faster than ever. This chapter aims to help understand how new Portuguese generations perceive fish products. Throughout this research, it became very evident that young consumers are very aware of the ultimate emergency of sustainability. This chapter uses the example of Docapesca's pioneer initiative to prove that it is worth investing in consumer education and that, when we adopt a generation focused approach to implement a national marketing campaign, it is possible to obtain valuable advances in consumption for a sustainable future.
- Tendencies regarding fish consumption – the case of Portugal (Europe’s Leader & 3rd in the World)Publication . Madsen, Ana Oliveira; Chkoniya, ValentinaPortugal is Europe’s leader in consumption of fish and ranks 3rd in the world (topped only by Iceland and Japan). Portuguese consumers eat 59 kg of fish per year, distantly followed by E.U. (28) numbers 2 and 3 - Spain and France - with 39 and 33.9 kilos per capita (2015). Culture theorists like Claude Fischler, Leon Rappoport, Mary Douglas, Poul Rozin, Massimo Montanari, Pierre Bourdieu and Cornelius Castoriadis, agree that the basic determinant of population’s diet is its culture and food has always been much more than a source of physical nourishment. To analyse the tendencies regarding fish consumption we used Docapesca Portos e Lotas S.A’s data (a government owned company, under the Ministry of Finance and the Ministry of Sea). A total of 1393 respondents participated in 2 surveys (one survey being for the general of the population and another one specifically for generations born after 1980s) which gave us a total of 221 variables to analyse. 7 segments were identified, depending on lifestyle, relationship with fish and how consumers buy fish. Results were abundant, remarkable and complete, including ex. factors influencing store choice store; the best source of information about food; what healthy eating means/ how it has changed over time; price; time; taste; availability; cooking skills; factors influencing the choice of a store; perceptions regarding fresh fish, its flavour, quality and freshness, smell, price and confection; personal preferences (salted dry fish, smoked fish, frozen fish, canned fish, fresh fish, whole fish, fish stalls, fish fillets).
- Tendencies regarding fish consumption: the case of Portugal (Europe’s leader & 3rd in the world)Publication . Madsen, Ana Oliveira; Chkoniya, ValentinaPortugal is Europe’s leader in consumption of fish and ranks 3rd in the world (topped only by Iceland and Japan). Portuguese consumers eat 59 kg of fish per year, distantly followed by E.U. (28) numbers 2 and 3 - Spain and France - with 39 and 33.9 kilos per capita (2015). Culture theorists like Claude Fischler, Leon Rappoport, Mary Douglas, Poul Rozin, Massimo Montanari, Pierre Bourdieu and Cornelius Castoriadis, agree that the basic determinant of population’s diet is its culture and food has always been much more than a source of physical nourishment. To analyse the tendencies regarding fish consumption we used Docapesca Portos e Lotas S.A’s data (a government owned company, under the Ministry of Finance and the Ministry of Sea). A total of 1393 respondents participated in 2 surveys (one survey being for the general of the population and another one specifically for generations born after 1980s) which gave us a total of 221 variables to analyse. 7 segments were identified, depending on lifestyle, relationship with fish and how consumers buy fish. Results were abundant, remarkable and complete, including ex. factors influencing store choice store; the best source of information about food; what healthy eating means/ how it has changed over time; price; time; taste; availability; cooking skills; factors influencing the choice of a store; perceptions regarding fresh fish, its flavour, quality and freshness, smell, price and confection; personal preferences (salted dry fish, smoked fish, frozen fish, canned fish, fresh fish, whole fish, fish stalls, fish fillets).
- The positive impact of a portuguese state-owned company that invested on consumers nutritional education – the case of Fish and DocapescaPublication . Madsen, Ana Oliveira; Chkoniya, ValentinaA human common need is the security of an adequate diet, which will provide energy and the various nutrients necessary for metabolic functioning. This paper presents the case of a company that considers food quality, safety, health and nutrition as a priority: Docapesca – Portos e Lotas, SA. This state-owned company (operating in the Portuguese fish sector) has taken under its wing the task – and also the responsibility – of educating consumers’ preferences regarding fish. Portugal ranks number 3 in the world consuming fish which is fantastic since fish is a fabulous source of easily digested, high quality animal protein. Fish is high in lysine and sulphur amino acids, provides vitamin A and vitamin D, and (above all) contains a very powerful, almost panacea-like nutrient-called “Omega-3 fat”. According to Sørensen (1996), fish provides security and it is considered a very healthy product. The company analysed in this paper, Docapesca – Portos e Lotas SA, provides the public service of organizing the first sale of fish (on mainland Portugal), and also supports the fishing harbour sector. But besides that, one of the company’s main objectives include consumers’ education, nutritional education and knowledge transfer on healthy food and diet. Social responsibility, quality guarantee, cooperation with society and environmental and civic responsibility are also part of its mission. To write this paper we have had access to privilege State information and we have made an exhaustive detailed analysis of the different strategies implemented by Docapesca – Portos e Lotas, SA (in-depth interviews to key decision makers in the company were the way to reach all this exclusive data). This study gathered information from entire Portuguese population but gave special attention to the young generation (16 to 34 years old). Findings showed that, as a result of all the work that has been made towards educating consumers on fish, Portuguese consumers perceive fish as more than just fish.
- The positive impact of a portuguese state-owned company that invested onconsumers nutritional education – the case of fish and DocapescaPublication . Madsen, Ana Oliveira; Chkoniya, ValentinaA human common need is the security of an adequate diet, which will provide energy and the various nutrients necessary for metabolic functioning. This paper presents the case of a company that considers food quality, safety, health and nutrition as a priority: Docapesca – Portos e Lotas, SA. This state-owned company (operating in the Portuguese fish sector) has taken under its wing the task – and also the responsibility – of educating consumers’ preferences regarding fish. Portugal ranks number 3 in the world consuming fish which is fantastic since fish is a fabulous source of easily digested, high quality animal protein. Fish is high in lysine and sulphur amino acids, provides vitamin A and vitamin D, and (above all) contains a very powerful, almost panacea-like nutrient-called “Omega-3 fat”. According to Sørensen (1996), fish provides security and it is considered a very healthy product. The company analysed in this paper, Docapesca – Portos e Lotas SA, provides the public service of organizing the first sale of fish (on mainland Portugal), and also supports the fishing harbour sector. But besides that, one of the company’s main objectives include consumers’ education, nutritional education and knowledge transfer on healthy food and diet. Social responsibility, quality guarantee, cooperation with society and environmental and civic responsibility are also part of its mission. To write this paper we have had access to privilege State information and we have made an exhaustive detailed analysis of the different strategies implemented by Docapesca – Portos e Lotas, SA (in-depth interviews to key decision makers in the company were the way to reach all this exclusive data). This study gathered information from entire Portuguese population but gave special attention to the young generation (16 to 34 years old). Findings showed that, as a result of all the work that has been made towards educating consumers on fish, Portuguese consumers perceive fish as more than just fish.