Consumer Behaviors Toward Novel Functional and Convenient Meat Products in Poland

Abstract

AbstractThe aim of the presented study was to evaluate consumer behaviors towards novel meat products in Poland. The research was conducted using PAPI method on a group of 559 Polish respondents purchasing meat and meat products. The highest share of declared “innovators” or “early adopters” was observed among respondents purchasing meat and sausages in natural food shops (75%, 83%), supermarkets (59%, 58%) and specialist meat stores (50% for sausages), whereas the lowest interest in novelty was expressed by the respondents purchasing meat and sausages in the local grocery shops (35%, 26%) and discount stores (29%, 36%). In the case of cold cuts deluxe the highest interest in novelty was observed among respondents purchasing in discount stores (71%), while the lowest – among respondents purchasing in supermarkets (27%) and natural food shops (17%). The identified trend suggesting that customers are willing to buy various novel meat products in the different places may be a contribution to the formulation of the modern marketing strategies.Practical ApplicationsThe major achievement of this study is a new insight into market strategies for novel functional meat products. It was observed that customers are willing to buy various novel meat products in the different places (cold cuts deluxe in discount stores, sausages in natural food shops). The presented study may be a valuable contribution to the recognition of the effective marketing strategies, especially in terms of distribution.