Consumption patterns in the market of pork and pork products
No hay miniatura disponible
Fecha
Título de la revista
ISSN de la revista
Título del volumen
Editor
Resumen
Descripción
Pork is a source of nutrients essential for the human body but still it is regarded by consumers as a
non-healthy product. The main objective of the study was to analyse consumption patterns concerning pork
products and to define alternative target markets in bigger Hungarian towns. In the course of the research,
494 people, representative of the base population, were questioned. According to the results obtained, the
consumers’ opinion and the already formed image are less favourable regarding pork than poultry in almost all
respects. Respondents regarded pork as an out-of-date, slightly boring and aging product. The applied cluster
analysis identified five different consumer segments. Among them, rational young consumers represent the
primary target group, which can be reached by efficient communication. The most important task of a collective
marketing strategy is to alter the unfavourable image of pork.