The data obtained from a telephone survey that targeted residents in eleven Southern states (Alabama, Arkansas, Florida, Georgia, Louisiana, Mississippi, North Carolina, Oklahoma, South Carolina, Tennessee, and Texas) were used to identify factors that influence goat-meat consumption by Southern consumers. The study also identifies marketing strategies that may encourage the consumption of goat-meat. This information can be used by goat-meat industry officials to better understand who their consumers are and to further expand their markets. The results from an ordered probit analysis indicated various demographic factors and consumption of other meats influenced goat-meat consumption preferences. For example, the probability of consuming goat meat increased when the respondent was over the age of 24. The results suggested the respondents' frequency of consumption for chicken, fish, and pork impacted their willingness to consume goat meat and that in-store displays and price specials would be effective marketing strategies.


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