Abstract
This study focuses on the variability of Canadian's value added meat purchase
patterns by animal species, by level of processing, by branding and by grocery store
chains.
The results highlight that meat price, advertising and household socio-demographic
characteristics and regional segments are strongly related to meat demand. The
findings also indicate that there is no one correct pattern of meat product development
across animal products from different species. In addition grocery store meat
purchase exhibits little store loyalty – most households purchase meat at more than
one store chain regularly.
The implications of the study suggest the importance of meat marketing segmentation
by socioeconomic and household demographic factors in the development of
marketing programs and product promotion for the food industry in general and meat
industry to expand sales by targeting market
ing strategies. Public health implications
include the fact that habit persistence is
important and likely an impediment to
behaviour changes.