FOOD. Science. Technology. Quality

Food. SCIENCE. Technology. Quality

Food. Science. TECHNOLOGY. Quality

Food. Science. Technology. QUALITY




Differentiation criteria of consumer behaviour towards food products exemplified by meat


Consumer behaviour towards individual food products varies. Food constitutes a means of meeting not only fundamental needs, but, also, secondary needs determined by, among other things, commonly accepted values and lifestyle. In order to set down the differentiation criteria of consumer behaviour towards food products, exemplified by meat and meat products, a survey research was carried out among 1,000 Polish residents aged 15 and more, who showed diverse socio-demographic characteristics. The survey research was performed using a modified Food Choice Questionnaire (FCQ) comprising a set of statements, which reflected possible food selection motivations. Based on the statistical analysis of the results obtained, it was found that the responses given by the Polish consumers in FCQs did not make it possible to make out significantly differentiated clusters of consumers, and, at the same time, this fact provided evidence that, under the present reality of Poland, it was impossible to identify satisfactorily differentiated segments of consumers as regards meat and meat products. However, it was confirmed that the consumption frequency of selected types of meat and meat products as declared by the respondents was a criterion to differentiate the attitudes of Polish consumers towards meat and meat products. Identified on this basis consumer clusters were socio-demographically characterized. It was proved that the level and structure of meat consumption correlated with the gender, age, education level, income, and place of residence of the consumers surveyed, as well as with their level of innovativeness and their willingness to pay higher prices for high quality meat and meat products. The relatively highest intensification of innovative attitudes was found within the clusters of consumers who declared to usually rarely eat meat, Vienna sausages, and other sausages, and to eat luxury processed meat products moderately often.


food choice questionnaire (FCQ), consumption frequency, consumer innovativeness, meat and meat products, willingness to pay higher price