Consumer choice of pork chops in Taiwan.
Digital photographs of pork chops varying systematically in appearance were presented to 716 Taiwanese consumers in a study that aimed to identify the most important characteristics of fresh pork which determine consumer choice in Taiwan. Relationships between consumer segmentation in choice and socio-demographic and cultural differences were also investigated. Colour and fat cover were the most frequently chosen of the four characteristics studied. Dark red colour was preferred by 64% of consumers and lean fat cover by 44%. Marbling and drip were less important in the decision making process being used by less than a half of consumers. The four preference-based clusters of consumers showed no correlation with socio-demographic-based consumer clusters, but did show significant links with possession of a refrigerator, age at which schooling was completed, liking pork for its price and gender of consumer.
Chen
M T
MT
Biomedical Material Laboratory, Da-Yeh University, 112 Shian Jiau Rd., Da Tsuen, Chung Hwa, 515 Taiwan, ROC.
Guo
H L
HL
Tseng
T F
TF
Roan
S W
SW
Ngapo
T M
TM
D000293:Adolescent; D000328:Adult; D000367:Age Factors; D000818:Animals; D003116:Color; D003258:Consumer Behavior; D003365:Costs and Cost Analysis; D004041:Dietary Fats; D005260:Female; D005518:Food Preferences; D005524:Food Technology; D006801:Humans; D008297:Male; D008460:Meat; D008875:Middle Aged; D018482:Muscle, Skeletal; D010781:Photography; D012034:Refrigeration; D012737:Sex Factors; D012959:Socioeconomic Factors; D011795:Surveys and Questionnaires; D013552:Swine; D013624:Taiwan; D055815:Young Adult
D004041:Dietary Fats