Last modified: 2018-04-10
Consumers Behaviour in the Czech Pork Meat Retail Market
Pork meat is a key component of humans´ diet. Consumers represent the final stage in the agri-food vertical. So, it is highly desirable to know determinants of consumers´ behavior when deciding to buy meat and meat products. Price, quality, freshness and country of origin are the most significant ones. Information about consumer preferences is essential for meat processors and for policy makers who support the branch. The aim of the paper is to characterize preferences of pork meat consumers based on the representative sample survey in the Czech Republic. Authors cooperated with GfK Czech that carried out primary research on preferences of meat consumers through representative sample survey in the Czech households at the end of 2015. The sample covered 1 044 respondents which are responsible for shopping in households. They were asked about preferred place of shopping, importance of meat parameters for shopping decision (country of origin, changes in preferences of quality, price, freshness and chance they could influence quality and range of available products). Czech consumers have recently preferred more packaged meat or counter sales rather than shopping at the butcher. An important finding is that relatively high share of consumers with basic education and one-person households does not have any preference of quality or does not concern for it. Low-educated people are more price sensitive than well-educated people. Older consumers prefer price more than quality. Consumers with higher education have recently increased their preference of quality more than less-educated people. In general, most consumers prefer domestic (national) origin of pork meat. Alternatively, one third of consumers does not have any preference of origin of pork meat.
Meat processing industry; Pork meat; Education; Age; Size of household
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