Understanding consumers' perception of lamb meat using free word association
| Autor: | Juliana Cunha de Andrade, Rosires Deliza, Louise de Aguiar Sobral, Gastón Ares |
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| Rok vydání: | 2015 |
| Předmět: |
Consumption (economics)
Meat Sheep media_common.quotation_subject Data Collection 04 agricultural and veterinary sciences Word Association Consumer Behavior 040401 food science Choice Behavior Free Association 0404 agricultural biotechnology Feeling Perception Surveys and Questionnaires Animals Humans Food science Product (category theory) Psychology Social psychology Food Science media_common |
| Zdroj: | Meat science. 117 |
| ISSN: | 1873-4138 |
| Popis: | The aims of the present study were to gather information about Brazilian consumers' perception of lamb meat and to study whether the perception is affected by the consumption frequency of this type of meat. A total of 1025 Brazilian consumers completed word association task with lamb meat. The elicited words were analyzed using inductive coding. Participants' associations with lamb meat were mainly related to sensory characteristics and hedonic attitudes and feelings, indicating that they might be the main motivations for consuming this product. Participants strongly associated lamb meat with special consumption occasions, which suggests that lack of perceived appropriateness for everyday consumption situations might be a barrier for increasing lamb meat consumption. Conceptualization of lamb meat was strongly affected by frequency of consumption of this product. Results from the present work provide a comprehensive insight on Brazilian consumers' perception of lamb meat, which can be used to develop strategies to increase its consumption and improve profitability. |
| Databáze: | OpenAIRE |
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