Market segmentation of fresh meat shoppers in Taiwan

Abstract

Fresh meat product retailing at traditional markets in Taiwan causes concerns over meat safety issues.The agricultural administration has established programmes to raise consumer awareness of potential risks of fresh meat that have remained at room temperature for several hours. Although supermarkets sell chilled and frozen meat products, the majority of grocery shoppers in Taiwan still prefer purchasing fresh meat products at traditional markets where meat is displayed on counters or hung on hooks. This study utilizes survey data to segment meat shoppers in Taiwan. Results indicate the shoppers who purchase meat products at supermarkets tend to continue shopping at that location. Potential shoppers of supermarkets, who may switch from traditional markets to supermarkets for meat products, are identified and the major concerns of this group are the meat safety issues. Factors that influence the possibilities of selecting supermarkets for meat products are examined.