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Home Browse 2018 - Volume 120 Volume 120 - Issue 3

Attitudes and preferences of Kosovar consumers towards quality and origin of meat

byWONGPRAWMAS, Rungsaran,CANAVARI, Maurizio,IMAMI, Drini,GJONBALAJ, MujeandGJOKAJ, Ekrem
  • Year 2018
  • Volume 120
  • Issue 3
  • Pages 126-133

Quality and safety are important attributes for consumers in developed and transitional countries such as Kosovo. This study aims to examine Kosovar consumers’ characteristics, attitude and preferences towards meat as well as to provide meat consumer profiling using a descriptive analysis together with the Food-Related Lifestyle approach. We drew a sample of 300 Kosovar consumers by means of intercept sampling in Prishtina, Prizren and Gjilan. Results suggest that Kosovar consumers perceive country of origin (COO), especially domestic origin, as an indicator of quality and safety for meat. Two consumer profiles were identified through segmentation analysis: conservative and innovative food consumers. The innovative food consumer is the most interesting target segment for Kosovar meat. There is potentially a market for meat products bearing food safety and origin labels. Therefore, private operators could consider the use of safety certification labels to signal to consumers that their products are safer than common products. The paper concludes by discussing the implications of our findings for businesses and policy makers regarding domestic meat promotion strategies.

Tags: cluster analysisconsumer preferencesfactor analysisKosovomeatquality
  • https://doi.org/10.7896/j.1802
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  • ISSN (electronic): 2063-0476
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Publisher Name: Institute of Agricultural Economics Nonprofit Kft. (AKI)

Publisher Headquarters: Zsil utca 3-5, 1093-Budapest, Hungary

Name of Responsible Person for Publishing:        Dr. Pal Goda

Name of Responsible Person for Editing:             Dr. Attila Jambor

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adoption (5) agricultural exports (3) agriculture (12) AKIS (3) CAP (3) Central and Eastern Europe (3) climate change (5) Common Agricultural Policy (3) competitiveness (5) consumer behaviour (3) consumer preferences (4) Covid-19 (4) dairy farms (3) dairy sector (2) Data Envelopment Analysis (3) economic growth (3) efficiency (3) elasticity (3) European Union (7) export (2) FADN (3) family farms (4) farmers (3) farm income (3) Hungary (5) impact evaluation (4) innovation (4) Kosovo (3) LEADER (4) maize (3) off-farm income (4) participation (3) policy (4) price transmission (3) resilience (2) risk management (3) Romania (2) rural areas (4) rural development (13) social capital (3) social innovation (3) Structural Funds (3) sustainability (5) sustainable agriculture (4) technical efficiency (6)
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