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The paper sets out to analyse consumer preferences relating to a typical product, soppressata (a traditional Calabrian salted meat with PDO (Protected Designation of Origin) certification).

A multivariate analysis technique (factor analysis) was used on a sample of consumers, identified by a specific market research survey. Identification of groups of homogenous purchasers, according to one or two variables, is the objective of the segmentation approach which breaks up the reference market into homogeneous subgroups as regards their expectations and purchasing behaviour. Factor analysis lends itself to this use, allowing the weight of each component extracted from the interviewee to be graded.

Soppressata is a well‐known product. The main reason for purchase is that it is very tasty. Consumers appreciated the traditional culture it represents.