Back
 FNS  Vol.3 No.11 , November 2012
Analysis of Consumer Behavior in Regard to the Beef Meat in Kosovo
Njazi Bytyqi, Arben Verçuni, Mustafe Pllana, Ardita Jahja, Hysen Bytyqi
Show more
Abstract: In this study, consumer’s behavior in the Kosovo in respect to beef meat was studied using different socio-economic variables assessed by so-called evaluation criteria as: “very important”, “important”, “same”, and “less important”. The overall objective of the study was to analyze the consumer behavior in regard to beef meat in Kosovo and possibly identify effects of different variables on consumer decision upon purchase of beef meat. Beef meat was perceived differently at various types of purchasing places. Important socio-economic variables explaining individual respondent differences in consumer behaviors regarding purchase of beef meat involved in our study were: price, label, package, quality, trust, and origin of the product, gender of consumer, monthly family income, family member size, employment status of respondents, different regions in Kosovo. Perceived quality, price and trust of the beef meat product were significantly more important (P < 0.05) than all other characteristics no matter of gender, family size, respondent region, monthly economic income or other issues. Supermarkets and retail story’s are the preferred place for buying beef meat for all family size groups ranging from 46.10% - 72.06%, respectively. Conclusions derived from the analysis suggest that assessment of consumer’s behavior through evaluation criteria can contribute to a better understanding of consumer behavior in respect of beef meat and will have positive impact and improve linkages between farmers, traders, processors and consumers as last part of this chain in Kosovo.
Keywords: Consumer Behavior; Beef Meat; Evaluation Criteria; Socioeconomic Variables
Cite this paper: N. Bytyqi, A. Verçuni, M. Pllana, A. Jahja and H. Bytyqi, "Analysis of Consumer Behavior in Regard to the Beef Meat in Kosovo," Food and Nutrition Sciences, Vol. 3 No. 11, 2012, pp. 1514-1521. doi: 10.4236/fns.2012.311197.
References

[1]   Agriculture and Rural Development Plane 2007-2013, “Chapter 1. The Rural Development Context of Kosovo,” 2006, pp: 9-20. http://ampkosovo.com/ardp.html.

[2]   H. Bytyqi, M. Vegara, M. Gjonbalaj, H, Mehmeti, H, Gjergjizi, I. Miftari and N. Bytyqi, “Analysis of Consumer Behavior in Regard to Dairy Products in Kosovo,” Journal of Agricultural Research, Vol. 46, No. 3, 2008, pp. 281-290.

[3]   E. T. Becker, E. Benner and K. Glitsch, “Consumer Perception of Fresh Meat Quality in Germany,” British Food Journal, Vol. 102, No. 3, 2000, pp. 246-266. doi:10.1108/00070700010324763

[4]   S. Issanchou, “Consumer Expectations and Perceptions of Meat and Meat Product Quality,” Meat Science, Vol. 43, Suppl. 1, 1966, pp. S5-S19.

[5]   N. Richardson, H. MacFie and R. Shepherd, “Consumer Attitudes to Meat Eating,” Meat Science, Vol. 36, No. 1-2, 1994, pp. 57-65. doi:10.1016/0309-1740(94)90033-7

[6]   E. Risvik, “The Food and I: Sensory Perception as Revealed by Multivariate Methods, In: L. Frewer, E. Risvik, and H. Schifferstein, Eds., Food, People and Society: A European Perspective of Consumers’ Food Choices, Springer-Verlag, Heidelberg, 2001, pp. 23-37.

[7]   G. K. Grunert, L, Bredahl and K. Bruns?, “Consumer Perception of Meat Quality and Implications for Product Development in the Meat Sector—A Review,” Meat Science, Vol. 66, No. 2, 2004, pp. 259-272. doi:10.1016/S0309-1740(03)00130-X

[8]   J. Caswell, “Current Information Levels on Food Labels,” American Journal of Agricultural Economics, Vol. 74, No. 5, 1992, pp. 1196-1201. doi:10.2307/1242785

[9]   B. E. Peterson, E. Van Eenoo, A. McGuirk and V. P. Preckel, “Perceptions of Fat Content in Meat Products,” Agribusiness, Vol. 17, No. 4, 2001, pp. 437-453. doi:10.1002/agr.1028

[10]   A. M. Wit, P. M, Koopmans and M. L. Kortbeek, “Consumer-Oriented New Product Development: Principles and Practice,” In: M. Meulenberg, Ed., Innovation of Food Production Systems: Product Quality and Consumer Acceptance, Wageningen Pers, Wageningen, 1998, pp. 37-66.

[11]   W. Verbeke and J. Viaene, “Consumer Attitude to Beef Quality Labeling and Associations with Beef Quality Labels,” Journal of International Food and Agribusiness Marketing, Vol. 10 No. 3, 1999, pp. 45-65. doi:10.1300/J047v10n03_03

[12]   A. Field, “Discovering Statistics Using SPSS,” 2nd Edition, Sage Publication Ltd., London, 2006.

[13]   K. Glitsch, “Consumer Perceptions of Fresh Meat Quality: Cross National Comparison,” British Food Journal, Vol. 102, No. 3, 2000, pp. 177-194. doi:10.1108/00070700010332278

 
 
Top