Abstract

BISSCHOFF, CA  and  CL, Liebenberg. An analysis of consumer preferences of meat in a typical South African township. JCMAN [online]. 2017, vol.14, n.1, pp.554-594. ISSN 1815-7440.

This study aims to uniquely understand consumer buying behaviour of meat consumers in townships in South Africa. The township, Ikageng, in Potchefstroom in the North West Province of South Africa served as geographical area where convenience sampling was used to select 300 participants from a total population of 87 701 consumers. Statistically, the sample was adequate (0.795 as per the Kaiser Meyer Olkin test) and sphericity was below the required minimum; consequently, the data were suitable for multivariate analysis. Questionnaires were completed during interviews with the respondents by the field agent fluent in the home language and good business acumen in the meat industry. A total of 299 completed and usable questionnaires were collected by the cut-off date. The study developed a measuring tool from the literature, tested the reliability of the data and identified ten latent variables of buyer behaviour using exploratory factor analysis. The quality of the meat and presentation of the meat are main latent choice criteria, while correlations show that income levels also play a significant role in the buying behaviour of Ikageng consumers. JEL CODE: M31; M39

Keywords : consumer; culture and religion; fat content; meat quality; meat presentation.

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