Abstract
The patterns of food consumption in general and those of meat, in particular, are constantly changing. These changes are due not only to socioeconomic and cultural trends that affect the whole society but also to the specific lifestyles of consumer groups. Due to the importance of consumer lifestyle, the objectives of this study were (i) to identify the profiles of lamb meat consumers according to their orientation toward convenience, as defined by their eating and cooking habits; (ii) to characterize these profiles according to their socioeconomic characteristics and their preferences regarding the intrinsic and extrinsic quality signals of lamb meat; and (iii) to analyze the willingness to pay for lamb confit. In this study, four types of consumers have been differentiated according to their lifestyles related to lamb consumption. These groups, due to their characteristics, could be called “Gourmet”, “Disinterested”, “Conservative”, and “Basic”. The Gourmet group has characteristics that make it especially interesting to market a product such as lamb confit. However, this group is unaware of this product. Therefore, a possible strategy to expand the commercialization of light lamb and the confit product would be guided marketing to this niche market.
Highlights
The patterns of food consumption, in general, and those of meat, in particular, are constantly changing
The objectives of this study were (i) to identify the profiles of light lamb meat consumers according to their orientation toward convenience, as defined by their eating and cooking habits; (ii) to characterize these profiles according to their socioeconomic characteristics and their preferences regarding the intrinsic and extrinsic quality cues of light lamb meat; and (iii) to analyze the willingness to pay for light lamb confit
The survey consisted of four blocks: (A) socio-demographic variables; (B) variables related to lifestyle, regarding habits related to eating and cooking; (C) the importance of extrinsic quality attributes of lamb meat; and (D) the importance of the intrinsic quality attributes of lamb meat at the time of purchase, scored according to a 4-point Likert-type scale ((1) not at all important; (2) not very important; (3) fairly important; (4) very important)
Summary
The patterns of food consumption, in general, and those of meat, in particular, are constantly changing. Lifestyle defines the activities of people in terms of how they spend their time, their interests, their opinions, and their views of themselves and the world around them [1] This makes the consumer respond differently to everyday stimuli such as consumption. In the field of food marketing research, Brunsø and Grunert [2] established as a methodological framework the food-related lifestyle (FRL) as a mediator between consumer values and their behavior. In this framework, an FRL is composed of five elements or interrelated aspects: how to make purchases, quality aspects for the evaluation of food products, cooking methods, consumption situations, and the reasons for purchase [3].
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