Analysis of perception of meat in the Czech republic

Consumer behaviour models generally assume that product preferences find their basis in product attributes as perceived by consumer. These attribute perceptions, in turn, may be generated through manipulation of the physical product features or through marketing communication. By means of compositional approach of per­ceptual analysis, which uses product attributes perception we can find the underlying cognitive dimensions, i.e. words factors playing major role in consumer decision making. The contribution informs about analysis of per­ception of meat in the Czech Republic. The meat consumers exploration in the Czech Republic (CR) in 1998 was focused to perception analysing the seven type of meat by the Czech client (pork, beef, mutton, chicken, lamb, fish and turkey). During the above-mentioned study the 167 questioners of random selected meat clients in the CR was analyzed. The study says, the Czech client decision during the shopping of any type of meat is mainly influent by freshness, health aspects, the meat fatness, price and availability. The fish, chicken, turkey and lamb the Czech client is considered as convenient meat for health. An exclusive meat and really expensive is by the Czech client perceived the turkey, fish and beef.