Albania has the potential to develop quality products given its cultural, climatic and territorial diversity. Moreover, consumers’ sensitivity to the origin of agrofood products, the huge variety of products, the growing integration of farms into the market, combined with on-going improvements in the legal and institutional framework regarding Protected Designation of Origin (pdo) and Protected Geographical Indications (pgi) indicate that these quality schemes are valid options for the maintenance of the agricultural sector in Albania, especially in mountainous areas. This study is based on a structured survey including 269 face-to-face interviews which were conducted in Tirana during summer 2013. According to the study results, most consumers’ choice of products is based on their origin (domestic versus imported), with a preference for domestic products. Also, within the domestic product group, there are significant differences in perceptions based on which region of Albania they were produced in - most interviewees stated that the region/ area of origin is either important or very important when choosing to buy Albanian products. There is a clear pattern of regional preferences for various food products, including most notably cheese. Based on association of typical product to specific regions, Protected Designation of Origin or Protected Geographical Indications can be promoted.
Keywords: Consumer preferences, typical products, Albania
Jel Code: Q13
Drini Imami, Engjell Skreli, Edvin Zhllima, Alban Cela, Olta Sokoli, in "ECONOMIA AGRO-ALIMENTARE" 3/2015, pp. 11-29, DOI:10.3280/ECAG2015-003002