A Conjoint based study on meat preferences. The effect of Country-of-Origin, Price, Quality and Expiration date on the consumer decision making process

Abstract: This study will examine the importance of Country-of-Origin, Price, Quality and Expiration date, in the consumer decision making process for fresh meat. Country-of-Origin has earlier been investigated, however the research has been focusing on manipulating one single cue. With the recent scandals in the fresh meat industry, were animals being abused and expiration dates being changed, it is interesting to investigate how important the consumers find the four attributes; Country-of-Origin, price, quality and expiration date.In order to answer the research questions, and fulfil the purpose, the authors will use a mix of different data collection methods. Qualitative data will be gathered by performing interviews and quantitative data will be gathered by conducting a pilot study and an experiment. The data will be retrieved with the use of SPSS 17.0 and the conjoint analysis procedure. Country-of-origin has been found to be the most preferred attribute for consumers in their purchasing process for fresh meat, closely followed by expiration date. The consumer did find price and quality to be of importance, however the attributes were not found to be as important as Country-of-Origin and expiration date. As Country-of-Origin was found to be the most significant attribute for consumers in their decision making process, this indicates that the consumers are ethnocentric in their behaviour, i.e. they consider their own country and culture to be above others, which leads to a purchase of Swedish meat. It has also been found that the purchasing process of fresh meat is of great complexity, especially with the negative attention the fresh meat industry has induced.