Factors Affecting Consumer Perception On Meat Quality Marketing Essay

October 2, 2017 Marketing

Consumers perception on meat and meat merchandises is critical issue for the meat industry because it has direct influence on profitableness. Many surveies have concluded that consumers perceptual experience is both complex, dynamic and diffcult to specify ( Issanchou, 1996 ) . The procedure act uponing the consumers to accept certain meat or meat merchandises is multi-dimensional. It is non ever simple to set up the connexion between the physiological perceptual experience and reaction of the consumer. Response of the consumer, in instance of nutrient, is non merely based on centripetal belongingss of the merchandise and its physical position, but it is besides associated with other factors, such as old cognition, old experience, every bit good as, consumers ‘ attitudes and believes. Peoples may use the same merchandise and service characteristics for really different grounds ( Akaer and Maheswaran, 1997 ; Bagozzi and Dholakia, 1999 ; Sheth et al. , 2000 ) . Many factors determine the quality of meat. However, the two factors that consumers look after are the intrinsic and extrinsic quality cues of the meat. Meat quality describes how much meat is attractive to consumers. Meat must look good to consumers before fulfilling their roof of the mouth when they decide to purchase it. Once the meat is bought, cooked, and served, the olfactory property, tenderness, succulence, and spirit must run into the outlooks ( Aberle et al. , 2001 ) .

2.0 LITERATURE REVIEW

2.1 MEAT QUALITY

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Harmonizing to research done by Paul Allen of Ashtown Food Research Centre, he said that “ There is no cosmopolitan definition about meat quality. The definition of meat quality means different things to different people either between and besides within states or parts. It involves different standards at each phase of production clip and it will alter over clip. ”

2.2 CONSUMERS ‘ Percept

Percept is defined as the act of groking by agencies of the senses and/or the head ( World Wide Web. dictionary.reference.com ) . Besides, perceptual experience is the witting recongnition and reading of centripetal stimulations, that serve as a footing for understanding, acquisition, and knowning, or for actuating a paricular action or reaction ( www.medical-dictionary.thefreedictionary. com ) . Behaviour is strongly influenced by psychological factor of perceptual experience. Consumer can non be categorized by one type of the behavior, because it is shaped by their demands. But behavior is strongly infl uenced by pshylogical factor of perceptual experience. Some of our non-cognitive mechanisms such as conditioning and imitation are predominant in the early formation of nutrient wonts ( Troy and Kerry, 2010 ) . Assorted theoretical accounts and theories have been developed and are discussed by Koster and Mojet ( 2007 ) . They concluded that consumer perceptual experiences are non fixed and may alter. Therefore, consumers ‘ perceptual experiences are really dynamic, and there are frequently differences between what consumers ‘ perceived.

2.3 FACTORS AFFECTING CONSUMER PERCEPTION ON MEAT QUALITY

Main factors or quality cues that most contributes to the consumers ‘ perceptual experience on beef meat quality are the intrinsic and extrinsic quality cues.

Cues are pieces of information used to organize quality outlooks ( Steenkamp, 1990 ) .

2.3.1 INTRINSIC QUALITY CUES

Intrinsic quality cues involves physical features of the beef meat, means that the charecteristics that can be seen objectively such as colour, seeable fat content tenderness, succulence, freshness, good health and besides nutrition.

Color

In the head of the mean consumer about purchase meat, colour becames synonimus with fresh ruddy meat quality ( Renerre, 1990 ) . The colour of fresh meat is of the most of import in meat selling scientific discipline, because it is the first quality property seen by consumer who uses it as an indicant of freshness. At the point of sale, colour and colour stableness are the most of import properties of meat quality and assorted commercial attacks have been used to meat consumers ‘ expetation. Besides, attractive bright ruddy coloring material is compatibile with long shelf life and good feeding quality ( Hood and Mead, 1993 ) . Discoloured meat can non be sold unless it is significantly discounted or minced ( Sherbeck et al. , 1995 ) .

Fat Content

Fat content is really non a good forecaster of the quality aspects consumers are interested in, and to the extent it is, it is the antonym of what consumers suppose. A certain grade of marbling really contributes to tenderness, gustatory sensation and succulence, whereas consumers seem to believe it detracts from it. Therefore, the formation of outlooks about gustatory sensation, tenderness and succulence chiefly based on fat properties is really disfunctional. The high grade of importance attached to purchasing from a meatman shows that consumers prefer to intrust the purchase determination to an expert, who would be more capable of foretelling the result of the repast than themselves ( Klaus G. Grunert, Lone Bredahl, Karen Brunso, 2003 )

Tenderness

High degree of myoglobin darken the meat. This shows that meat was aging. Meat aging greatly affected meat tenderness. When the connective tissue in meat is diluted during period of rapid growing, stamina of meat occured. Most of the clients ‘ idea that dark meat has low quality and less stamp compared to fresh ruddy and bright meat colour. Other than that, meat tenderness besides affected by pre and station slaughter factors.

Good health

Health is a quality dimension that has become really of import to many consumers, and a figure of surveies indicate that, today, wellness is every bit of import as gustatory sensation, and that consumers form penchants based on this dimension motivated by outlooks of both a longer life and one of higher quality ( Roininen, Tuorila, Zandstra, de Graaf & A ; Vehkalahti, 2001 ) . Karen Brunso, Thomas Ahle Fjord and Klaus G. Grunert said in their Working paper no 77, ISSN 0907 210, June 2002, “ Here, we regard health-oriented nutrient quality as how consumers perceive a nutrient merchandise will impact their wellness. This includes functional qualities of nutrients, but consumers are besides concerned about safety and risk-related issues. Health-related qualities are largely credence features, since the effects for one ‘s wellness of eating a specific nutrient is a affair of trust, and can rarely be ascertained after ingestion. In recent old ages, consumers have attached increasing importance to the manner nutrient is produced, that is the production procedure has become a dimension of quality, even when it has no immediate bearing on the gustatory sensation or good health of the merchandise. This quality dimension covers organic production, production that takes carnal public assistance into consideration, and production without the usage of GMOs. Much of consumer involvement in the production procedure focuses on ‘naturalness. ‘ This quality dimension is besides a acceptance feature, since the consumer must trust wholly on warrants about production-oriented quality from assorted beginnings. ”

Nutrition

Nutritional information is one of the chief factor in consumers ‘ determination in purchase meat and meat merchandises. The relationship between nutritionary consciousness and the demand for a merchandise depends on consumers ‘ cognition of the nutrition in dealingss to the properties of the merchandise ( Kenkel, 1990 ) . United States Department of Agriculture ( USDA ) require the nutrient label offer complete, utile and accurate nutritionary information ; easy to read formats ; sum per helping of concentrated fat ; cholesterin, dietetic fi bre and other nutritients of major wellness concern, and nutritient mention values, expressed as per centum of day-to-day demands ( FDA, 2003 ) . Nutrition labelling is particulary valuable to consumers because there is no other manner for consumers to measure the nutritionary content of the nutrient they are purchasing.

2.3.2 EXTRINSIC QUALITY CUE

Extrinsic quality cues include features that are related to the merchandise, but are non physically portion of it ( Olson, 1977 ) such as monetary value, trade name name, topographic point of beginning, type of mercantile establishment, presentation, influence of shop forces, publicity, packaging, advertisement, are determined by marketing attempts ( Steenkamp, 1989 ) . Based on the consequences of the focal point group and the bing research related to purchasing beef, some perceived extrinsic quality cues: monetary value, publicity, trade name and appellation of beginning and besides merchandise presentation ( Laurentino Bello Acebron, Domingo Calvo Dopico, 1999 ) .

Monetary value

There have been many surveies in which the inA?uence of monetary value as a dependable index of quality has been analysed and contrasted ( see Olson, 1977, for a complete reappraisal of literature ) . Price appears as a relevant cue when consumers do non hold equal information about intrinsic quality cues, or when it is the lone available cue ( Zeithaml, 1988 ) . Although in several surveies the association between monetary value and sensed quality is non pronounced, changing greatly harmonizing to merchandises and persons ( Gardner, 1970 ) , most of surveies have found that monetary value and quality are positively related ( Dodds, Monroe & A ; Grewal, 1991 ; Rao & A ; Monroe, 1989 ) . Therefore, the monetary value has a positive influence on expected quality. The greater the monetary value, the greater the consumers ‘ perceptual experience in puchasing the meat.

Promotion

The manner in which different distribution mercantile establishments promote a given merchandise can do consumers perceive the same merchandise in a different manner, depending on whether it is placed on particular offer or non. We have included the publicity – whether it is a particular offer – as an extrinsic cue that can be used by the consumer to deduce beef quality. As we explained above, the monetary value exerts a positive influence on expected quality, but the particular offer – monetary values below existent monetary value – is associated with less quality. From the above account, we can state that publicity of the merchandise exerts negative influence to the consumers in buying their beef meat when the

Brand and Designation of Origin

Spanish jurisprudence defines appellation of beginning as “ a warrant that the merchandise conforms to certain specified conditions of geographic beginning, individuality, homogeneousness and mention. ” Some old research has supported the ea‚¬ects of trade name names on the perceptual experience of merchandise quality ( Dodds et al. , 1991 ; Gardner, 1970 ; Jacoby et al. , 1971 ) . These consequences could besides be applied to non- trade name name merchandises with appellations of origin – as with the merchandises examined here ( Ternera Gallega [ Galician Veal ] , Ternera de Avila [ Veal of Avila ] , Morucha de Salamanca [ Beef of Salamanca ] , etc. ) – since these execute the map of a trade name name, that is identifcation, mention, warrant and personalisation ( Kapferer & A ; Thoenig, 1991 ) . Merchandises with trade name names tells consumer the criterions and quality itself. Designation is one of the chief maps performed by the appellation of beginning, in that it reduces the attempts needed to get information, simplifies the rating of the merchandise at the clip of purchase, and reduces the perceived hazard ( Sodipo, 1994 ) . Other surveies of this type ( Teague & A ; Anderson, 1995 ) support the claim that consumer penchant for labels and utile information is consistent with research and recommendations which emphasise the value of information ( Deturck & A ; Goldhaber, 1989 ) .

Merchandise Presentation

We have identifed two ways of showing meat that is newly cut from the slab and pre-packaged in trays. A cardinal beginning of information for consumers is the ability to inspect merchandises to be purchased ( Tellis & A ; Wernerfeldt, 1987 ) because consumers can observe quality cues at close scope. For this ground, it is expected to be positively related with expected quality. Otherwise, some consumers showed a certain misgiving of pre-packaged meat. This was besides one of the findings in the study of the International Beef Quality Audit ( Morgan, 1993 ) , which regards current packaging engineering as giving meat a worse quality image, with meat from the slab showing an image of increased freshness and better preservation. Therefore, consumers tend to buy merchandises that is newly cut from the slab. From this, we can reason that consumers ‘ perceptual experience towards meat quality goes at the same time with the merchandise presentation.

2.4 IMPROVING MEAT QUALITY

2.4.1 A Vitamin E

It is good accepted that vitamin E supplementation in carnal diet and meat merchandises can better the quality of fresh meat and meat merchandises by restricting protein and lipid oxidization. Most surveies support that vitamin E supplementation can better meat colour and cut down lipid oxidization in porc, beef and lamb ( Chan et al. , 1996 ) , ( Lanari et al. , 1995 ) and ( Guidera et al. , 1997 ) . For fresh meat quality, vitamin E is perchance involved in modulating the transition of musculus to meat by suppressing protein oxidization. A Feeding a diet supplemented with 1000A IU vitamin E for 104A yearss before slaughter resulted in lower shear force in beef steaks ( Carnagey et al. , 2008 ) .

2.4.2 Soy Protein

Soy proteins are widely used in meat merchandises in the signifiers of soy flour, and soy protein dressed ore and isolate to better H2O and fat binding ability, enhance emulsion stableness, better nutritionary content, and increase outputs ( Chin, Keeton, Miller, Longnecker and Lamkey, 2000 ) . A In Argentina sausage “ Chorizo ” , add-on of 2.5 % soy protein isolate decreased drip loss during 14A vitamin Ds refrigerated storage without presenting any alterations in spirit, olfactory property, succulence features, oxidization and microbiological stableness ( Porcella et al. , 2001 ) .

2.4.3 Fiber

Fat besides can lend to the spirit, tenderness, succulence, visual aspect, and texture of meat merchandises ( Cavestany et al. , 1994 ) and ( Claus et al. , 1989 ) . However, inordinate fat consumption is associated with assorted diseases including fleshiness, malignant neoplastic diseases, and coronary bosom diseases ( Hooper et al. , 2001 ) and ( Rothstein, 2006 ) . Therefore, meat industry is seeking to bring forth meat merchandises with low-fat without compromising sensory and texture features. Dietary fibre is one of the ingredients to supply meat merchandises with low-fat and high fibres. Dietary fibre is defined as the leftover of comestible portion of workss and correspondent saccharides that are immune to digestion and soaking up in human little bowel ( Prosky, 1999 ) . Increased consumption of dietetic fibres has been recommended due to their effects in cut downing the hazard of colon malignant neoplastic disease, diabetes, fleshiness and cardiovascular diseases in homo ( Eastwood, 1992 ) .

2.4.4 Herbs and Spices

Lipid oxidization is the major reaction that deteriorates spirit, colour, texture, and nutritionary value of nutrients ( Kanner, 1994 ) . Assorted man-made antioxidants such as butylated hydroxytoluene ( BHT ) , butylated hydroxyanisole ( BHA ) and tertiary-butylhydroquinone have been used to forestall oxidative impairment of nutrients. However, man-made antioxidants are non wholly accepted by consumers due to wellness concerns. Therefore, some natural ingredients including herbs and spices have been studied particularly in Asiatic states as possible antioxidants in meat and meat merchandises ( McCarthy, Kerry, Lynch, and Buckley, 2001 ) . Compounds from herbs and spices contain many phytochemicals which are possible beginnings of natural antioxidants including phenolic diterpenes, flavonoids, tannic acids and phenolic acids ( Dawidowicz, Wianowska and Baraniak, 2006 ) . These compounds have antioxidant, anti-inflammatory and antineoplastic activities. In nutrient systems, they can better spirit, retard lipid oxidation-induced nutrient impairments, inhibit the growing of micro-organisms, and play functions in diminishing the hazard of some diseases ( Achinewhu et al. , 1995 ) and ( Tnabe et al. , 2002 ) .

2.4.5 Green Tea

Catechins is a prevailing group of polyphenols present in green tea foliages composed of four compounds epicatechin, epicatechin gallate, epigallocatechin, and epigallocatechin gallate ( Zhong et al. , 2009 ) . These tea compounds promote wellness by forestalling lipid oxidization and supplying antibacterial, anticarcinogenic and antiviral ability ( Katiyar and Mukhtar, 1996 ) and ( Yang et al. , 2000 ) . Tea polyphenols could suppress the formation of mutagens, which was known to be associated with the chest and colon malignant neoplastic disease, during cookery of land beef beefburger manner meat ( Weisburger et al. , 2002 ) . Tea catechins provided two to four times more antioxidative ability than I±-tocopherol depending on meats from different carnal species ( Tang, Sheehan, Buckley, Morrissey and Kerry, 2001 ) . Addition of green tea, nevertheless, had no important effects on pH, colour and overall centripetal quality to sausages ( Bozkurt, 2006 ) .

2.4.6

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