Country of origin - consumers’perception at the point of purchase of meat : a means-end chain analysis

Abstract: Focus of this study was on the underlying values behind consumers buying motives at the point of purchase of meat products in Sweden. Meat consumption in Sweden has increased and in 2012, almost 50% of all meat consumed was imported (SJV, 2013). This is the case despite of the fact that consumers frequently state the importance of Swedish country of origin on the meat products they purchase (www, LRF, 2, 2006). A rising public awareness about health, environmental issues, animal welfare and food safety coupled to meat consumption and meat production is scrutinized both from media and consumers. Due to rising concerns of production-methods of meat, consumers wants to make informed purchasing decisions of the meat they purchase (BEUC, 2013). By identifying key product attributes, consequences and underlying values influencing a purchasing decision of meat, this study will increase the possibility to position Swedish meat in order to fulfil consumers’ needs. The aim of the study is to identify the underlying values of Swedish consumers buying decision at the point of purchase of meat, in order to assess the relevance of country of origin as a key product attribute involved in a buying decision. The method to address the study’s aim and research questions was through conducting 30 interviews in two supermarkets. The data collection consisted of laddering interviews with consumers by probing why they chose to buy specific meat products. In order to grasp the underlying values of the purchase the interviews were conducted at the meat counter. The study is based on the theoretical framework Means-end chain theory and the methodology framework of Laddering interview technique which are used together in order to reveal the consumers underlying values of a purchase (Reynolds & Gutman, 1988). A literature review, theories of Marketing Strategies and a Consumers cognitive map are presented as well. The objective of the analysis of the interviews was to make use of the presented literature and theories, in order to gain a deeper understanding of the complex phenomenon within the purchasing decision of meat and the relevance of Swedish country of origin in accordance to the purchase. A key result elicited from the interviews was that the attribute Swedish country of origin was used as a quality cue at the point of purchase of meat. Strong connections revealed from the attribute Swedish were consequences of food safety and stay healthy. Further the consequences had a strong connection to the end value to live a long life. Another attribute identified from the interviews were the attribute locally produced. The consumers used locally produced as a quality cue in order to evaluate the meat product prior a purchase in order to achieve the perceived benefits from buying locally produced meat. Consumers who bought locally produced meat tend to care more for the environment compared to consumers who bought meat of Swedish country of origin or imported meat. The identified consequence to care for the environment and the end value environmental issues in order to protect the environment to the next generation were the strongest connections revealed from the attribute locally produced. Consumers who bought imported meat stated the attribute price as the most important factor in accordance to their purchase of meat. The attribute price had strong connection to the consequence of spend money on other things. Consumers purchasing Swedish and locally produced meat were found to be more involved in their purchasing decision compared to consumers who bought imported meat. Through the identification of underlying values involved in a purchasing decision of meat, a marketing strategy or a communication plan could be developed to address the identified factors. This marketing strategy or communication plan could also be used in order to influence consumers purchasing decisions.