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Chinese Consumers' Preferences for Livestock Products

Listed author(s):
  • Peng, Xuehua
  • Marchant, Mary A.
  • Qin, Xiang Dong
  • Zhuang, Jun

This research surveyed over 784 Chinese consumers in Shanghai and Nanjing in 2001 and 2002, evaluating their preferences for livestock product attributes using ordered-probit models and factor analyses. Empirical results confirm the heterogeneity of Chinese livestock retail markets and suggest that livestock distributors should focus on Chinese female consumers and young consumers considering cooking convenience as a key attribute. Chinese consumers with higher incomes placed less importance on product price and shopping environment and more importance on product quality and brand name. Highly-educated Chinese consumers placed more importance on the brand name attribute. Our findings also indicate that it is crucial for U.S. livestock exporters to create an excellent external product image such as brand name, packaging, cooking convenience and shopping environment. Marketing strategies to consider include building a brand name for livestock products, designing attractive packaging with suitable size, making products easy to cook and creating a comfortable shopping environment.

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Article provided by International Food and Agribusiness Management Association (IFAMA) in its journal International Food and Agribusiness Management Review.

Volume (Year): 08 (2005)
Issue (Month): 04 ()

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Handle: RePEc:ags:ifaamr:8134
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  1. Chen, Kevin & Ali, Murad & Veeman, Michele & Unterschultz, Jim & Le, Theresa, 2002. "Relative Importance Rankings for Pork Attributes by Asian-Origin Consumers in California: Applying an Ordered Probit Model to a Choice-Based Sample," Journal of Agricultural and Applied Economics, Cambridge University Press, vol. 34(01), pages 67-79, April.
  2. Hui, Jianguo & McLean-Meyinsse, Patricia E. & Jones, Dewitt, 1995. "An Empirical Investigation of Importance Ratings of Meat Attributes by Louisiana and Texas Consumers," Journal of Agricultural and Applied Economics, Cambridge University Press, vol. 27(02), pages 636-643, December.
  3. Hui, Jianguo & McLean-Meyinsse, Patricia E. & Jones, Dewitt, 1995. "An Empirical Investigation Of Importance Ratings Of Meat Attributes By Louisiana And Texas Consumers," Journal of Agricultural and Applied Economics, Southern Agricultural Economics Association, vol. 27(02), December.
  4. Qin, Xiang Dong & Peng, Xuehua & Marchant, Mary A., 2002. "New Insight Of Chinese Livestock Consumer," 2002 Annual meeting, July 28-31, Long Beach, CA 19806, American Agricultural Economics Association (New Name 2008: Agricultural and Applied Economics Association).
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