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Preference structure for lamb meat consumers. A Spanish case study.

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European consumers are reducing meat intake due to quality, health, and taste, not just price. Studies show preferences for specific lamb types, influencing marketing strategies for increased consumption.

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Area of Science:

  • Agricultural Economics
  • Consumer Behavior Studies
  • Food Marketing

Background:

  • Consumer trends in the European Union show a decline in meat consumption.
  • Factors beyond price, such as quality, image, health, and safety, are increasingly influencing food choices.
  • Understanding consumer preferences is crucial for developing effective marketing strategies for lamb meat.

Purpose of the Study:

  • To identify key attributes influencing consumer preferences for lamb meat.
  • To analyze the relative importance of factors like price, certification, origin, and commercial type.
  • To inform marketing strategies aimed at boosting lamb meat consumption.

Main Methods:

  • Conjoint analysis was employed to evaluate consumer preferences.
  • Data was collected from 400 consumers assessing various lamb meat attributes.
  • Market share simulations were conducted for preferred lamb types.

Main Results:

  • Consumer preferences extend beyond price to include quality, image, health, and safety attributes.
  • Both regular and occasional consumers show a preference for specific lamb meat types.
  • Regular consumers in Castilla-La Mancha prefer suckling lamb over "ternasco" lamb.

Conclusions:

  • Marketing strategies should focus on attributes beyond price to increase lamb consumption.
  • Highlighting preferred lamb types, such as suckling lamb, can enhance market appeal.
  • Origin and specific commercial types significantly influence consumer choice in the lamb market.