Consumer segmentation in the meat market – The case study of Czech Republic

Špička J., Náglová Z. (2022): Consumer segmentation in the meat market – The case study of Czech Republic. Agric. Econ. – Czech, 68: 68–77.

supplementary materialdownload PDF

The paper responds to the ongoing trends in meat consumption in developed countries and fills the gap in empirical studies on consumer segmentation by preferences in the purchase of meat and meat products in the Czech Republic. The paper aims to assess the differences between the consumer segments according to their preferences in purchasing meat and meat products. The data source was a quantitative questionnaire survey conducted among a representative sample of 992 respondents. An exploratory latent class analysis segmented consumers according to the decision-making criteria when buying meat and meat products. The results complete the picture of the meat and meat products market in terms of consumer behaviour and contribute to a better understanding of meat consumption. The segmentation of consumers according to their preferences resulted in three different categories of consumers, which differ in their purchase decision criteria and socio-demographic characteristics. The segments do not differ significantly in terms of occupation status, region, community size or income level of the respondents. The differences between the generations are much more critical, which were evident in the respondents' average age and household composition. Producers and retailers should better target their marketing activities and communication to different segments.

Czine P., Török Á., Pető K., Horváth P., Balogh P. (2020): The impact of the food labeling and other factors on consumer preferences using discrete choice modeling – The example of traditional pork sausage. Nutrients, 12: 1768.
de Boer J., Schösler H., Aiking H. (2017): Towards a reduced meat diet: Mindset and motivation of young vegetarians, low, medium and high meat-eaters. Appetite 113: 387–397.
Escriba-Perez C., Baviera-Puig A., Buitrago-Vera J., Montero-Vicente L. (2017): Consumer profile analysis for different types of meat in Spain. Meat Science, 129: 120–126.
Fernqvist F., Ekelund L. (2014): Credence and the effect on consumer liking of food – A review. Food Quality and Preference, 32: 340–353.
Götze F., Brunner T.A. (2021): A consumer segmentation study for meat and meat alternatives in Switzerland. Foods, 10: 1273.
Gracia A., De-Magistris T. (2013): Preferences for lamb meat: A choice experiment for Spanish consumers. Meat Science, 95: 396–402.
Grunert K.G. (2006): Future trends and consumer lifestyles with regard to meat consumption. Meat Science, 74: 149–160.
Henchion M., McCarthy M., Resconi V.C., Troy D. (2014): Meat consumption: Trends and quality matters. Meat Science, 98: 561–568.
Lazarsfeld P.F., Henry N.W. (1968): Latent Structure Analysis. New York, Houghton Mifflin: 294.
Lea E., Worsley A. (2001): Influences on meat consumption in Australia. Appetite, 36: 127–136.
Linzer D.A., Lewis J.B. (2011): poLCA: An R package for polytomous variable latent class analysis. Journal of Statistical Software, 42: 1–29.
Loureiro M.L., Umberger W.J. (2007): A choice experiment model for beef: What US consumer responses tell us about relative preferences for food safety, country-of-origin labeling and traceability. Food Policy, 32: 496–514.
Mathijs E. (2015): Exploring future patterns of meat consumption. Meat Science, 109: 112–116.
McCutcheon A.L. (1987): Latent Class Analysis. Newbury Park, Beverly Hills, Sage: 96.
McHugh M. L. (2011): Multiple comparison analysis testing in ANOVA. Biochemia Medica, 21: 203–209.
Milford A.B., Le Mouël C., Bodirsky B.L., Rolinski S. (2019): Drivers of meat consumption. Appetite, 141: 104313.
Ngapo T.M., Martin J.F., Dransfield E. (2007): International preferences for pork appearance: I. Consumer choices. Food Quality and Preference, 18: 26–36.
O'Donovan P., McCarthy M. (2002): Irish consumer preference for organic meat. British Food Journal, 104: 353–370.
Peck R., Olsen C., Devore J.L. (2016): Introduction to Statistics and Data Analysis. Boston, Massachusetts, Cengage Learning: 944.
Pirsich W., Wellner K., Theuvsen L., Weinrich R. (2020): Consumer segmentation in the German meat market: Purchasing habits. International Food and Agribusiness Management Review, 23: 85–104.
Resano H., Perez-Cueto F.J.A., de Barcellos M.D., Veflen-Olsen N., Grunert K.G., Verbeke W. (2011): Consumer satisfaction with pork meat and derived products in five European countries. Appetite, 56: 167–170.
Santeramo F.G., Carlucci D., De Devitiis B., Seccia A., Stasi A., Viscecchia R., Nardone G. (2018): Emerging trends in European food, diets and food industry. Food Research International, 104: 39–47.
Šrédl K., Prášilová M., Severová L., Svoboda R., Štěbeták M. (2021): Social and economic aspects of sustainable development of livestock production and meat consumption in the Czech Republic. Agriculture, 11: 2–23.
Tilman D., Clark M. (2014): Global diets link environmental sustainability and human health. Nature, 515: 518–522.
Van de Pas, B. (2020): Meat Trends in Europe. A Statista Dossierplus on Meat Industry Trends and the Future of Meat in Europe. Statista Report. [Statistical report not freely available].
Vanhonacker F., Verbeke W. (2014): Public and consumer policies for higher welfare food products: Challenges and opportunities. Journal of Agricultural and Environmental Ethics, 27: 153–171.
Vanhonacker F., Pieniak Z., Verbeke W. (2013): European consumer perceptions and barriers for fresh, frozen, preserved and ready-meal fish products. British Food Journal, 115: 508–525.
Verbeke W., Roosen J. (2009): Market differentiation potential of country-of-origin, quality and traceability labeling. The Estey Centre Journal of International Law and Trade Policy, 10: 20–35.
Vukasovič T. (2014): European meat market trends and consumer preference for poultry meat in buying decision making process. World's Poultry Science Journal, 70: 289–302.
supplementary materialdownload PDF

© 2022 Czech Academy of Agricultural Sciences | Prohlášení o přístupnosti