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Analysis of value added meat product choice behaviour by Canadian households Open Access


Other title
store loyalty
consumer behaviour
meat demand
national/store brand choice
value-added meat
Type of item
Degree grantor
University of Alberta
Author or creator
Zhang, Xu
Supervisor and department
Goddard, Ellen (Rural Economy)
Examining committee member and department
Anders, Sven (Rural Economy)
McMullen, Lynn (Agricultural, Food and Nutritional Science)
Department of Rural Economy

Date accepted
Graduation date
Master of Science
Degree level
This study focuses on the variability of Canadian's value added meat purchase patterns by animal species, by level of processing, by branding and by grocery store chains. The results highlight that meat price, advertising and household socio-demographic characteristics and regional segments are strongly related to meat demand. The findings also indicate that there is no one correct pattern of meat product development across animal products from different species. In addition grocery store meat purchase exhibits little store loyalty – most households purchase meat at more than one store chain regularly. The implications of the study suggest the importance of meat marketing segmentation by socioeconomic and household demographic factors in the development of marketing programs and product promotion for the food industry in general and meat industry to expand sales by targeting marketing strategies. Public health implications include the fact that habit persistence is important and likely an impediment to behaviour changes.
License granted by xu zhang ( on 2010-09-14T17:26:56Z (GMT): Permission is hereby granted to the University of Alberta Libraries to reproduce single copies of this thesis and to lend or sell such copies for private, scholarly or scientific research purposes only. Where the thesis is converted to, or otherwise made available in digital form, the University of Alberta will advise potential users of the thesis of the above terms. The author reserves all other publication and other rights in association with the copyright in the thesis, and except as herein provided, neither the thesis nor any substantial portion thereof may be printed or otherwise reproduced in any material form whatsoever without the author's prior written permission.
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