Attitudes and preferences of Kosovar consumers towards quality and origin of meat

Quality and safety are important attributes for consumers in developed and transitional countries such as Kosovo. This study aims to examine Kosovar consumers’ characteristics, attitude and preferences towards meat as well as to provide meat consumer profiling using a descriptive analysis together with the Food-Related Lifestyle approach. We drew a sample of 300 Kosovar consumers by means of intercept sampling in Prishtina, Prizren and Gjilan. Results suggest that Kosovar consumers perceive country of origin (COO), especially domestic origin, as an indicator of quality and safety for meat. Two consumer profiles were identified through segmentation analysis: conservative and innovative food consumers. The innovative food consumer is the most interesting target segment for Kosovar meat. There is potentially a market for meat products bearing food safety and origin labels. Therefore, private operators could consider the use of safety certification labels to signal to consumers that their products are safer than common products. The paper concludes by discussing the implications of our findings for businesses and policy makers regarding domestic meat promotion strategies.


Issue Date:
Dec 17 2018
Publication Type:
Journal Article
DOI and Other Identifiers:
Record Identifier:
https://ageconsearch.umn.edu/record/280977
ISSN:
1418-2106
Language:
English
Published in:
Studies in Agricultural Economics, 120, 3
Page range:
126-133
JEL Codes:
Q18; D12
Note:
https://doi.org/10.7896/j.1802




 Record created 2018-12-10, last modified 2020-10-28

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