The strategies for exploiting typical production represents a theme of great interest, above all in the measure in which exploitation brought about via adequate marketing strategies allows these products to shed their anonymity. This paper constitutes a contribution in this direction, since it analyses the potential of a traditional product ('Nduja) using multivariate analysis techniques on a sample of consumers, identified by a specific market research survey. This made it possible to define the main characteristics of the type of consumer of this product and to define suitable market segmentation strategies.