Consumer Preference, Attitude, and Acceptance of Pork

dc.contributor.author McMullen, Larry
dc.date 2018-08-25T19:10:17.000
dc.date.accessioned 2020-06-29T23:30:05Z
dc.date.available 2020-06-29T23:30:05Z
dc.date.copyright Sun Jan 01 00:00:00 UTC 2006
dc.date.issued 2006-01-01
dc.description.abstract <p>Consumer preference, attitude and acceptance of pork will be the driving influences on how the pork industry responds to consumer demand. From this study, it would appear that consumers are uncertain in understanding the color and marbling qualities that will translate into pork of excellent eating qualities. Slightly over one half of the consumers in this study were able to identify the proper color and marbling needed to achieve the eating quality desired in a pork product. 85% of the consumers in this study indicated that they would be willing to pay more for a pork product that would give them increased satisfaction in taste, tenderness, and juiciness. 83 % of the participants in this study indicated that they were willing to pay more per pound for pork that came from a certain breed or method of production and 71 % would pay more for pork from a “pork certified program” similar to the Certified Angus program in beef . The per cent of participating consumers were willing to pay extra per pound for pork that was: a) naturally grown 63 %, b) from a SWAP certified herd 54 %, and c) traceable back to the producer (43%). Less than one third were willing to pay extra for organically grown pork. Responses in this study indicated that when a certain type of pork product was desired, consumers were willing to pay only a modest addition in the price per pound. This additional willingness to pay extra for the desired product ranged from $0.05 to $0.75 per pound. Even though the survey generally indicated that consumers were willing to pay extra per pound for certain types of pork products, when they were specifically asked to answer, “I generally shop for the most economical pork product rather than paying more per pound for a brand name and/or for a higher quality product”, slightly over one half indicated they did shop for the most economical pork. From this study, it would suggest that an aggressive educational and marketing program will be needed for niche markets to achieve additional pork premiums. And in order to increase consumer demand for traditionally produced commodity pork, producers must be willing to improve pork quality traits. Finally, consumer education on selecting pork must be provided by educational institutions and the pork industry.</p>
dc.identifier archive/lib.dr.iastate.edu/ans_air/vol652/iss1/70/
dc.identifier.articleid 1201
dc.identifier.contextkey 3311644
dc.identifier.doi https://doi.org/10.31274/ans_air-180814-80
dc.identifier.s3bucket isulib-bepress-aws-west
dc.identifier.submissionpath ans_air/vol652/iss1/70
dc.identifier.uri https://dr.lib.iastate.edu/handle/20.500.12876/8336
dc.language.iso en
dc.relation.ispartofseries Animal Science Research Reports
dc.relation.ispartofseries ASL R2164
dc.source.bitstream archive/lib.dr.iastate.edu/ans_air/vol652/iss1/70/R2164.pdf|||Sat Jan 15 01:39:57 UTC 2022
dc.subject.disciplines Agriculture
dc.subject.disciplines Animal Sciences
dc.subject.keywords ASL R2164
dc.title Consumer Preference, Attitude, and Acceptance of Pork
dc.type article
dc.type.genre swine
dspace.entity.type Publication
relation.isJournalIssueOfPublication 19a7d362-cc4b-4a86-ae7b-d8638c6352d4
relation.isSeriesOfPublication 7f3839b7-b833-4418-a6fa-adda2b23950a
File
Original bundle
Now showing 1 - 1 of 1
No Thumbnail Available
Name:
R2164.pdf
Size:
46.57 KB
Format:
Adobe Portable Document Format
Description:
Collections