Abstract
Meat quality is considered a complex concept depending on many characteristics that could be intrinsic or extrinsic. At the same time, intrinsic and extrinsic quality cues affect consumers’ purchasing decisions. The importance of each quality cue was analysed and discussed in previous literature. Thus, colour and level of marbling of fresh meat were defined as key quality cues at the point of meat purchase. These characteristics are mostly related to pork and beef. The aim of this study was to identify quality characteristics that most closely match the consumer’s preferences and at the same time could be related to quality losses. For that purpose, this paper gives a novel approach of the potential application of Taguchi loss function associated with quality characteristics and related losses for colour and level of marbling. This application can be implemented by providing a quality characteristic’s proper target values and limits, which would make the meat production process more consistent.
Highlights
The concept of meat quality from a consumer perspective is defined in terms of the moment of quality evaluation
Credence intrinsic quality characteristics consist of credence attributes that are related to health and process benefits that could satisfy consumer’s moral and ethical needs
Stating the problems of concern and the objectives of the experiment The experimental design of Taguchi-based approach is conducted by stating the problems of concern that in our case refer to inadequate marbling as quality loss occurrence in meat production and tendency for consumers’ needs to be better understood
Summary
The concept of meat quality from a consumer perspective is defined in terms of the moment of quality evaluation. Quality expectation is formed by consumers at the purchase point, while experienced meat quality arises after preparation and at the moment of consumption. Different moments of quality evaluation are related to different quality cues observed by consumers. These quality cues are in previous literature defined as intrinsic and extrinsic [2]. Experience intrinsic quality characteristics comprise attributes observed at point of consumption such as flavour, leanness, juiciness, tenderness, taste, freshness etc. Extrinsic quality cues are defined as product-related attributes for which consumers form first impressions at the point of purchase. Some extrinsic quality cues for meat are brand, price, packaging, place
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