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Analysis of value added meat product choice behaviour by Canadian households

  • Author / Creator
    Zhang, Xu
  • 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.

  • Subjects / Keywords
  • Graduation date
    2010-11
  • Type of Item
    Thesis
  • Degree
    Master of Science
  • DOI
    https://doi.org/10.7939/R3XM1T
  • License
    This thesis is made available by the University of Alberta Libraries with permission of the copyright owner solely for non-commercial purposes. This thesis, or any portion thereof, may not otherwise be copied or reproduced without the written consent of the copyright owner, except to the extent permitted by Canadian copyright law.
  • Language
    English
  • Institution
    University of Alberta
  • Degree level
    Master's
  • Department
    • Department of Rural Economy
  • Supervisor / co-supervisor and their department(s)
    • Goddard, Ellen (Rural Economy)
  • Examining committee members and their departments
    • McMullen, Lynn (Agricultural, Food and Nutritional Science)
    • Anders, Sven (Rural Economy)