Labeling as a marketing tool of food products: limits and opportunities related with the propensity of consumers towards food labels - Food labels are a source of information and most often the first means for directly connecting with a consumer but its potential is not always well exploited. Labels may be an instrument for establishing product differentiation, differentiation across food categories and within a specific category. The objectives for this study are to quantify the extent of consumer awareness, knowledge and behaviour in relation to food labelling, in order to analyse if labelling is a valid tool of direct shopping aid and what are the limits of labelling effects. To collect data a questionnaire was administered to a sample of 400 consumers living in Campania. Data generated in this way are submitted to exploratory and segmentation analysis in order to understand what drives high or low label element use.
Keywords: Labelling, food products, products differentiation, consumer, cluster analysis