Consumer Research Lab, School of Management and Marketing, Curtin University, Perth, Australia.
Consumer Research Lab, School of Management and Marketing, Curtin University, Perth, Australia.
Meat Sci. 2022 Nov;193:108954. doi: 10.1016/j.meatsci.2022.108954. Epub 2022 Aug 27.
Constant competition and changing consumer preferences prompts the need to improve the competitiveness of the Australian pork industry. This study examines the heterogeneity of Australian consumer preferences related to fresh pork cues. Using best-worst scaling, we examine the importance of 15 intrinsic and 31 extrinsic product attributes to 196 Australian consumers. Findings reveal that taste, succulence and the smell of boar taint were the most important intrinsic cues, while animal welfare and naturalness were the most important extrinsic cues. Based on the importance of intrinsic cues, four segments were identified, namely boar taint haters, lean meat eaters, colour lovers and cuts and size matters. Four segments based on extrinsic cues were identified as animal and environment lovers, naturalness lovers, demanding buyers and utilitarian buyers. This study contributes significantly to the industry by offering granular insights with respect to Australian consumer demands and optimal communication of cues.
持续的竞争和不断变化的消费者偏好促使澳大利亚猪肉行业提高竞争力。本研究考察了澳大利亚消费者对新鲜猪肉特征的异质性偏好。我们使用最佳最差标度法，对 196 名澳大利亚消费者的 15 个内在产品属性和 31 个外在产品属性的重要性进行了评估。研究结果表明，味道、多汁和公猪异味是最重要的内在特征，而动物福利和自然性是最重要的外在特征。基于内在特征的重要性，我们确定了四个细分市场，即公猪异味厌恶者、瘦肉食用者、颜色爱好者和切块和尺寸重要者。基于外在特征的四个细分市场分别是动物和环境爱好者、自然性爱好者、挑剔购买者和实用购买者。本研究通过提供有关澳大利亚消费者需求和特征最佳沟通的详细信息，为行业做出了重大贡献。
