Consumers' attitudes towards differently branded and processed pork products : a means-end chain analysis

Abstract: The aim of this study is to investigate Swedish consumers' attitudes towards differently labelled cut and processed pork (branded, organically/locally produced, private branded and imported). A distinction has been made between fresh cut and processed pork to see if the result divergent. The Means-End Chain approach was used to investigate what underlie consumer decision-making process and to identify key factors that influence buying motives. The Means-End Chain model derives the connection between the product and the meaning it plays for the consumer's life. This gives an understanding about the underlying values and objectives, which is the basis for consumers' perception of different products, in this case pork. The model suggests a hierarchical illustration of how consumers view products and services. Three levels are used: Attributes, Consequences and Values. An attribute corresponds to concrete characteristics of the product. A consequence describes the advantage/disadvantage that will come about due to the attribute. A value can be described as the consumer's desired end-state. The approach is applied to analysis the marketing area, to understand consumers and to provide inspiration and help to managers in their decision-making. Soft laddering interviews have been carried out with the intention to get meaningful answers of how consumers perceive and recognize pork and to gain understanding of how the respondent associates' product attributes and consequences to their desired end-state. Soft laddering allows the respondent to use natural speech, which makes it possible to go deep into the consumers' mind and try to catch aspects that can only be visible when deeply thought about. The findings of the study show for especially fresh cut pork, that intangible quality aspects are important. Additional to product quality, such as good taste and attractive appearance, this study indicates that consumers start to value the whole process of the meat and want the pork to be environmental and animal friendly. Also health concerns were highly regarded. For the processed pork, the product is perceived to be environmentally friendly and healthy, but not to the same extent as the cut pork. The imported pork was chosen because of its low price, both in case of cut and processed pork.