This research surveyed over 784 Chinese consumers in Shanghai and Nanjing in 2001 and 2002, evaluating their preferences for livestock product attributes using ordered-probit models and factor analyses. Empirical results confirm the heterogeneity of Chinese livestock retail markets and suggest that livestock distributors should focus on Chinese female consumers and young consumers considering cooking convenience as a key attribute. Chinese consumers with higher incomes placed less importance on product price and shopping environment and more importance on product quality and brand name. Highly-educated Chinese consumers placed more importance on the brand name attribute. Our findings also indicate that it is crucial for U.S. livestock exporters to create an excellent external product image such as brand name, packaging, cooking convenience and shopping environment. Marketing strategies to consider include building a brand name for livestock products, designing attractive packaging with suitable size, making products easy to cook and creating a comfortable shopping environment.


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