Analysis of Value-Added Meat Product Choice Behaviour by Canadian Households
The competitive landscape in retailing has changed over the past decade. Moreover, the degree of product differentiation has been increasing: households are able to choose between an increasing number of store brands and national brands of similar products. The value added meat market is no different than any other sector of the grocery market – both national brands and private label brands are being developed to appeal to the consumer‘s desire for convenience, health, production and environmental attributes. Understanding the factors that are influencing consumers‘ value added meat product preferences is important for meat manufacturers who wish to add value to their firm‘s performance and increase market share. This knowledge is required in order to predict changes in demand and develop new products and marketing strategies that respond to changing consumer needs. The objective of the paper is to provide information on value added meat consumption patterns in Canada at the household level using household purchase information from a representative sample of the Canadian population collected through Nielsen Homescan™. Specifically the focus is on how meat consumers make their decision to purchase value-added meat products – the impact of value added meat types, store choices and brands preference on meat demand. The study undertakes an empirical investigation of Canadian household value added meat demand for the period 2002 to 2007. A comparison of consumers‘ preferences is performed with respect to store-switching, brand loyalty and meat expenditure. Multivariate regression analysis is employed to explain consumer preferences for the examined stores, products and brands. We find that meat price, advertising, the number of stores visited, household socio-demographic characteristics and regional segments are strongly related to meat expenditure levels. Value added meat product preferences vary widely across meat types - for example, consumer behaviour towards pork is not a good predictor of behaviour towards poultry, in terms of national brand/store brand choice. The data developed in this analysis can highlight6 marketing opportunities that exist for meat producers and processors to increase the value of total sales for their particular products. The results of this study highlight the impact of number of stores regularly shopped at on purchases of national brand versus private label meat products, the impact of expenditure on meat by product form on national brand versus private label and the impact of demographic and regional variables on all meat purchases, by animal species.
|Date of creation:||Dec 2010|
|Date of revision:|
|Contact details of provider:|| Postal: |
Phone: (780) 492-4225
Fax: (780) 492-0268
Web page: http://www.rees.ualberta.ca/
More information through EDIRC
References listed on IDEAS
Please report citation or reference errors to , or , if you are the registered author of the cited work, log in to your RePEc Author Service profile, click on "citations" and make appropriate adjustments.:
- Hayden Stewart & Noel Blisard, 2008. "Who Pays More for Food?," Journal of Agricultural Economics, Wiley Blackwell, vol. 59(1), pages 150-168, 02.
- Amalia Yiannaka & Konstantinos Giannakas & Kien Tran, 2002. "Medium, message and advertising effectiveness in the Greek processed meats industry," Applied Economics, Taylor & Francis Journals, vol. 34(14), pages 1757-1763.
- Xu, Xiaosong & Veeman, Michele, 1996. "Model Choice and Structural Specification for Canadian Meat Consumption," European Review of Agricultural Economics, Foundation for the European Review of Agricultural Economics, vol. 23(3), pages 301-15.
- Konishi, Hideo, 2005.
"Concentration of competing retail stores,"
Journal of Urban Economics,
Elsevier, vol. 58(3), pages 488-512, November.
- Ioana Chioveanu, 2005.
"Advertising, Brand Loyalty And Pricing,"
Working Papers. Serie AD
2005-32, Instituto Valenciano de Investigaciones Económicas, S.A. (Ivie).
- Pradeep K. Chintagunta, 1993. "Investigating Purchase Incidence, Brand Choice and Purchase Quantity Decisions of Households," Marketing Science, INFORMS, vol. 12(2), pages 184-208.
- Verbeke, Wim & Ward, Ronald W., 2001. "A fresh meat almost ideal demand system incorporating negative TV press and advertising impact," Agricultural Economics, Blackwell, vol. 25(2-3), pages 359-374, September.
- Wim Verbeke & Ronald W. Ward & Jacques Viaene, 2000. "Probit analysis of fresh meat consumption in Belgium: Exploring BSE and television communication impact," Agribusiness, John Wiley & Sons, Ltd., vol. 16(2), pages 215-234.
- Brenda L. Boetel & Donald J. Liu, 2003. "Evaluating the effect of generic advertising and food health information within a meat demand system," Agribusiness, John Wiley & Sons, Ltd., vol. 19(3), pages 345-354.
- Karsten Hansen & Vishal Singh & Pradeep Chintagunta, 2006. "Understanding Store-Brand Purchase Behavior Across Categories," Marketing Science, INFORMS, vol. 25(1), pages 75-90, 01-02.
- Connor, John M & Peterson, Everett B, 1992.
"Market-Structure Determinants of National Brand-Private Label Price Differences of Manufactured Food Products,"
Journal of Industrial Economics,
Wiley Blackwell, vol. 40(2), pages 157-71, June.
- Connor, John M. & Peterson, Everett B., 1991. "Market-Structure Determinants Of National Brand-Private Label Price Differences Of Manufactured Food Products," Working Papers 116099, Regional Research Project NE-165 Private Strategies, Public Policies, and Food System Performance.
- Hinloopen, Jeroen & Martin, Stephen, 1997. "Market-Structure Determinants of National Brand-Private Label Price Differences of Manufactured Food Products: Comment," Journal of Industrial Economics, Wiley Blackwell, vol. 45(2), pages 219-23, June.
- André Bonfrer & Pradeep K. Chintagunta, 2004. "Store Brands: Who Buys Them and What Happens to Retail Prices When They Are Introduced?," Review of Industrial Organization, Springer, vol. 24(2), pages 195-218, 03.
- Karray, Salma & Martín-Herrán, Guiomar, 2009. "A dynamic model for advertising and pricing competition between national and store brands," European Journal of Operational Research, Elsevier, vol. 193(2), pages 451-467, March.
- Kinsey, Jean D. & Senauer, Benjamin & Jonk, Yvonne, 1993. "Desirable Attributes For Value Added Meat Products Survey 1993," Working Papers 14430, University of Minnesota, Center for International Food and Agricultural Policy.
- Nicholas E. Piggott, 2000. "The Incidence of the Costs and Benefits of Generic Advertising," American Journal of Agricultural Economics, Agricultural and Applied Economics Association, vol. 82(3), pages 665-671.
- Yuxin Chen & Sha Yang & Ying Zhao, 2008. "A Simultaneous Model of Consumer Brand Choice and Negotiated Price," Management Science, INFORMS, vol. 54(3), pages 538-549, March.
- Rémy Lambert & Bruno Larue & Clément Yélou & George Criner, 2006. "Fish and meat demand in Canada: Regional differences and weak separability," Agribusiness, John Wiley & Sons, Ltd., vol. 22(2), pages 175-199.
- Eales, James S., 1996. "A Symmetric Approach To Canadian Meat Demand Estimation," Journal of Agricultural and Resource Economics, Western Agricultural Economics Association, vol. 21(02), December.
- Lerohl, Mel L. & Goddard, Ellen W. & Lomeli, Jose L., 2004. "Effects Of Advertising, Food Safety And Health Concerns On Meat Demand In Canada," Journal of Food Distribution Research, Food Distribution Research Society, vol. 35(01), March.
- Jeongwen Chiang, 1991. "A Simultaneous Approach to the Whether, What and How Much to Buy Questions," Marketing Science, INFORMS, vol. 10(4), pages 297-315.
- Anderson Reynolds & Ellen Goddard, 1991. "Structural Change in Canadian Meat Demand," Canadian Journal of Agricultural Economics/Revue canadienne d'agroeconomie, Canadian Agricultural Economics Society/Societe canadienne d'agroeconomie, vol. 39(2), pages 211-222, 07.
When requesting a correction, please mention this item's handle: RePEc:ags:ualbpr:99703. See general information about how to correct material in RePEc.
For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: (AgEcon Search)
If references are entirely missing, you can add them using this form.