A Mixed Method Approach for the Investigation of Consumer Responses to Sheepmeat and Beef
Coupling qualitative and quantitative consumer research methodologies enables the development of more holistic and comprehensive perspectives of consumer responses. In this study, consumer responses to beef and sheepmeat were investigated using a mixed method approach combining perceptual mapping (q...
| Main Authors: | , , , , |
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| Format: | Article |
| Language: | English |
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MDPI AG
2020-01-01
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| Series: | Foods |
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| Online Access: | https://www.mdpi.com/2304-8158/9/2/126 |
| _version_ | 1828483779899949056 |
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| author | Melindee Hastie Hollis Ashman Damir Torrico Minh Ha Robyn Warner |
| author_facet | Melindee Hastie Hollis Ashman Damir Torrico Minh Ha Robyn Warner |
| author_sort | Melindee Hastie |
| collection | DOAJ |
| description | Coupling qualitative and quantitative consumer research methodologies enables the development of more holistic and comprehensive perspectives of consumer responses. In this study, consumer responses to beef and sheepmeat were investigated using a mixed method approach combining perceptual mapping (qualitative), and sensory (quantitative) methodologies. Qualitative insights indicated Australian and Asian consumers differ in perception of familiarity and ‘premiumness’ of meat products. Specific findings included: Australians consume grilled or roasted meat as a centre of the plate ‘hero’ ingredient, while Asians prefer stovetop cooking methods where meat is one ingredient in a complex dish. Labelling meat as ‘Australian’ was important for Australian consumers but not for Asian consumers. Quantitative data demonstrated that older consumers (31−70 years) scored sheepmeat higher than younger consumers (18−30 years) for healthiness (<i>p</i> = 0.004), juiciness (<i>p</i> = 0.029), odour liking (<i>p</i> = 0.005) and tenderness (<i>p</i> = 0.042). Older consumers also had a lower willingness to pay than younger consumers for “premium” quality meat; 30−40 vs. 40−50 AUD (Australian dollar) per kg respectively for sheepmeat, and 40−50 vs. 50−60 AUD per kg respectively for beef. In conclusion, the approach used effectively integrated consumer attitudes, usage information and sensory assessments with socio-demographic factors to generate insights for the refinement of market strategies and product offerings. |
| first_indexed | 2024-12-11T08:43:49Z |
| format | Article |
| id | doaj.art-100d8a6e0a8a407d901611181871eec9 |
| institution | Directory Open Access Journal |
| issn | 2304-8158 |
| language | English |
| last_indexed | 2024-12-11T08:43:49Z |
| publishDate | 2020-01-01 |
| publisher | MDPI AG |
| record_format | Article |
| series | Foods |
| spelling | doaj.art-100d8a6e0a8a407d901611181871eec92022-12-22T01:14:11ZengMDPI AGFoods2304-81582020-01-019212610.3390/foods9020126foods9020126A Mixed Method Approach for the Investigation of Consumer Responses to Sheepmeat and BeefMelindee Hastie0Hollis Ashman1Damir Torrico2Minh Ha3Robyn Warner4School of Agriculture and Food, Faculty of Veterinary and Agricultural Sciences, The University of Melbourne, Melbourne, VIC 3010, AustraliaSchool of Agriculture and Food, Faculty of Veterinary and Agricultural Sciences, The University of Melbourne, Melbourne, VIC 3010, AustraliaSchool of Agriculture and Food, Faculty of Veterinary and Agricultural Sciences, The University of Melbourne, Melbourne, VIC 3010, AustraliaSchool of Agriculture and Food, Faculty of Veterinary and Agricultural Sciences, The University of Melbourne, Melbourne, VIC 3010, AustraliaSchool of Agriculture and Food, Faculty of Veterinary and Agricultural Sciences, The University of Melbourne, Melbourne, VIC 3010, AustraliaCoupling qualitative and quantitative consumer research methodologies enables the development of more holistic and comprehensive perspectives of consumer responses. In this study, consumer responses to beef and sheepmeat were investigated using a mixed method approach combining perceptual mapping (qualitative), and sensory (quantitative) methodologies. Qualitative insights indicated Australian and Asian consumers differ in perception of familiarity and ‘premiumness’ of meat products. Specific findings included: Australians consume grilled or roasted meat as a centre of the plate ‘hero’ ingredient, while Asians prefer stovetop cooking methods where meat is one ingredient in a complex dish. Labelling meat as ‘Australian’ was important for Australian consumers but not for Asian consumers. Quantitative data demonstrated that older consumers (31−70 years) scored sheepmeat higher than younger consumers (18−30 years) for healthiness (<i>p</i> = 0.004), juiciness (<i>p</i> = 0.029), odour liking (<i>p</i> = 0.005) and tenderness (<i>p</i> = 0.042). Older consumers also had a lower willingness to pay than younger consumers for “premium” quality meat; 30−40 vs. 40−50 AUD (Australian dollar) per kg respectively for sheepmeat, and 40−50 vs. 50−60 AUD per kg respectively for beef. In conclusion, the approach used effectively integrated consumer attitudes, usage information and sensory assessments with socio-demographic factors to generate insights for the refinement of market strategies and product offerings.https://www.mdpi.com/2304-8158/9/2/126consumersattitudesensorybeefsheepmeatpremiumholistic product development |
| spellingShingle | Melindee Hastie Hollis Ashman Damir Torrico Minh Ha Robyn Warner A Mixed Method Approach for the Investigation of Consumer Responses to Sheepmeat and Beef Foods consumers attitude sensory beef sheepmeat premium holistic product development |
| title | A Mixed Method Approach for the Investigation of Consumer Responses to Sheepmeat and Beef |
| title_full | A Mixed Method Approach for the Investigation of Consumer Responses to Sheepmeat and Beef |
| title_fullStr | A Mixed Method Approach for the Investigation of Consumer Responses to Sheepmeat and Beef |
| title_full_unstemmed | A Mixed Method Approach for the Investigation of Consumer Responses to Sheepmeat and Beef |
| title_short | A Mixed Method Approach for the Investigation of Consumer Responses to Sheepmeat and Beef |
| title_sort | mixed method approach for the investigation of consumer responses to sheepmeat and beef |
| topic | consumers attitude sensory beef sheepmeat premium holistic product development |
| url | https://www.mdpi.com/2304-8158/9/2/126 |
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