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Determining Consumer Requirements for Lamb Loin Chops - a Preliminary Study

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  • Thatcher, L.P.
  • Couchman, R.C.

Abstract

There is little published information about what influences individual lamb consumers in Australia, and the factors uppermost in their mind as they make their purchases. Gross consumption and price relationships are available from statistical studies, whilst taste panel responses relating to organoleptic properties are limited to material from technical experiments. It is contended that the gross approach to identifying consumer habits masks the individual needs of consumers. Furthermore, it is suggested that consumers have specific requirements for lamb cuts and joints, but these are compromised at the shop-counter by other factors such as price and the price of alternatives. A survey was conducted amongst 479 people to identify whether people were as discerning as the hypothesis suggested. A Chi-square analysis showed (P < .005) that most consumers required 3 mm fat cover over the eye muscle of lamb loin chops, and that an eye muscle area of about 17.5 cm2 was favoured. It was concluded that consumers appeared to have specific requirements which were masked by current marketing arrangements. This suggested that detailed study of domestic consumer behaviour and habits was warranted.

Suggested Citation

  • Thatcher, L.P. & Couchman, R.C., 1983. "Determining Consumer Requirements for Lamb Loin Chops - a Preliminary Study," Review of Marketing and Agricultural Economics, Australian Agricultural and Resource Economics Society, vol. 51(02), pages 1-11, August.
    • Handle: RePEc:ags:remaae:12451
    DOI: 10.22004/ag.econ.12451
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    File URL: https://ageconsearch.umn.edu/record/12451/files/51020167.pdf
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    References listed on IDEAS

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    1. Carpenter, E. M. & Lesser, D. & Prescott, J. H. D., 1972. "Butchers' Meat And Customers' Opinions In Five Towns," Department of Agricultural Economics Archive 272994, University of Newcastle upon Tyne.
    2. Hughes, D. R., 1976. "Consumer attitudes to meat cuts- a further study," Department of Agricultural Economics Archive 273000, University of Newcastle upon Tyne.
    3. Baron, P. J. & Cowie, W. J. G. & Hughes, D. R. & Lesser, D., 1973. "Housewives' Attitudes To Meat," Department of Agricultural Economics Archive 272995, University of Newcastle upon Tyne.
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    Cited by:

    1. Mullen, John D., 1995. "The Influence of Fat and Weight on the Price of Lamb in the Homebush Livestock and Wholesale Markets," Review of Marketing and Agricultural Economics, Australian Agricultural and Resource Economics Society, vol. 63(01), pages 1-13, April.
    2. Mullen, John D. & Wohlgenant, Michael K., 1992. "The Willingness to Pay for Attributes of Lamb," 1992 Conference (36th), February 10-13, 1992, Canberra, Australia 146548, Australian Agricultural and Resource Economics Society.
    3. John D. Mullen & Michael K. Wohlgenant, 1991. "The Willingness Of Consumers To Pay For Attributes Of Lamb," Australian Journal of Agricultural and Resource Economics, Australian Agricultural and Resource Economics Society, vol. 35(3), pages 247-262, December.

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    Keywords

    Consumer/Household Economics;

    Statistics

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