Consumers attach value to place of origin when purchase food. Although effects of a geographical indication have been found, it is necessary a deeper analysis to clarify how determinants of the image of a geographical area influence the perception and the preference of products. The purpose of this study is to identify what are the factors influencing the choice and the evaluation by consumers of a typical products made in Campania : the Buffalo Mozzarella Cheese, and their importance on the buying decision. The knowledge of these factors by food producers can represent a useful tool for the development of marketing strategies and for seeking competitive advantage.