Preferences for Lamb's Meat in Supermarkets in Temuco, La Araucania Region, Chile

Abstract

The low levels of consumption of lamb meat in Chile suggest the need for studies on consumer preferences in order to orient production. A study with this object was carried out to evaluate preferences for various cuts, breeds, state (fresh or frozen) and price of lamb's meat among supermarket buyers in Temuco, Chile, and the existence of different market segments, through a survey of 400 persons. Using a fractional factorial design for conjoint analysis, it was determined that the state of the meat was more important than the cut, the price and the breed, with a preference for meat in half carcasses and quarters, Araucano lamb, fresh, at a medium price level. Four consumer segments were distinguished by analysis of hierarchic conglomerates. The majority group (47.7%) was sensitive to the state and the cut, with preference for meat in quarters, fresh, Texel breed. The second group (25.3%) was sensitive to the breed, presenting the strongest preferences for meat in whole carcass, fresh, Araucano lamb. The third group (14.3%) was sensitive to the price, preferred meat in quarters, fresh, Araucano lamb. The minority group (12.7%) was sensitive to the state and price, preferring meat in quarters, Texel breed, and was the only group which preferred frozen meat and would pay a higher price. The segments were distinguished by age, ethnic origin and satisfaction with food-related life. Thus the commercialisation strategy for lamb in supermarkets in Temuco should concentrate principally on the sale of fresh meat cut in quarters