The study’s aim was to investigate the consumers’ attitude to their preference of rabbit meat in eight countries depending on the production method and its purchase form. In Spain and China almost all factors got low scores. High scores (above 4 out of 5) for origin were found in Italy, France, Poland, Hungary and Brazil. The importance of feeding was highlighted in Italy, Poland, Hungary and Mexico. High values were received for housing conditions in Italy, Poland, Hungary and Mexico. The level of processing was the most important in China and Brazil, while the slaughtering method was considered the most important in Brazil and Mexico. Breed received the lowest score in almost all countries. The preference of fresh meat was the highest (above 50%) in Spain, France and Mexico, and that of frozen in Brazil and Mexico (about 20%). The highest preference for a whole carcass (above 50%) was given by the respondents in France and Mexico. Thigh was mostly preferred in France whereas consumers preferred loin in Mexico. Roasted, smoked and semi-finished forms were mostly favored in Mexico. It can be concluded that the preference of respondents depended on the country. Preferences were different among the Mediterranean countries, and also Latin American countries.
As a consortium partner the authors took part in a research project aiming at the development of high added value, healthy and environment friendly animal products. From among the products developed by the consortium (rabbit meat, omega3-fatty acid enriched beef, goose liver from non forcible feeding, selenium-, vitamin-E and natural color enriched eggs) the present study describes the results concerning beef and rabbit meat. The given products are chosen because they are produced in and exported from Hungary in considerable quantities and their competitiveness can be further improved. In order to able to map the consumer preferences a 300 count nationwide, representative, questionnaire based survey was designed and performed. Actual products were tested by focus groups and professional interviews. Beside the specific features of the products a common character is that the marketing strategy focuses on the distinctive nutritional benefits and other quality parameters that seem to be of crucial importance for the targeted consumer segment. Their unique character and health protecting effects make their branding and using community labeling easy. Their positioning points toward the prestige products therefore consumers tend to accept higher prices. In marketing communication the image building advertisement can be a common goal.
In Hungary, organic food market has both demand and supply oriented aspects: several times not necessary products are distributed, while the selection and volume of certain products are not satisfactory. Thus, our aim was to develop a coordinated benchmark strategy to increase the trade of organic products. To get more details on the Hungarian organic milk market, we conducted professional deep interviews and simultaneously applied the "mystery shopping" method. Nowadays, the market of organic milk and dairy products is slowly increasing in Hungary, however, there is no available statistical data. In the selection there are mostly Hungarian originated products, but some yoghurt, milk, and butter assortments are imported. Partial responsibility belongs to small sale shops' habit of risk-avoidance. Without a proper selection of products, stores are unable to satisfy consumers' needs; thus they focus on pushing certain products to increase demand. According to our results, 'low price category', 'local/regional product', and 'prestige product' strategies with attached in-store marketing elements are able to reverse the effects of an unfavourable marketing process.
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