Purpose ‐ This study measures the degree of influence that attributes such as price, organic production, origin and commercial type have on Spanish consumers when purchasing lamb meat, while also analysing various lamb meat differentiation strategies. Design/methodology/approach
‐ The methodology consisted of a survey of 421 Castilla-La Mancha (Spain) lamb meat consumers during the month of January 2009. The preferences of these consumers were determined through several multivariate techniques. Findings ‐ The results obtained by means of conjoint
analysis techniques show that an additional potential differentiation strategy is to offer the market conventionally produced suckling lamb and organic "ternasco" lamb. Thus, potential commercial cannibalism would be simultaneously prevented between two types of meat belonging to one and the
same PGI Manchego Lamb. Originality/value ‐ The excessive commercial differentiation that can arise in food for basic consumption in general and particularly within the Manchego Lamb PGI. Whether it be from the inclusion of another commercial type (suckling lamb meat) together
with the traditional type ("ternasco" lamb meat) and the additional possibility of the organic certification, it can make way for a certain commercial "cannibalism" among PGI lamb meats.