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Economy and Food Security 2026, 1(1): 34-46 |
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Babaei Z. (2026). Examining the Correspondence Between the Behavior and Speech of Red Meat Buyers (Case Study: Neka City). Economy and Food Security. 1(1), 34-46. doi:10.61882/efs.2025.81
URL: http://efs.sanru.ac.ir/article-1-81-en.html
URL: http://efs.sanru.ac.ir/article-1-81-en.html
Master's graduate in Agricultural Economics with a specialization in Agricultural Product Marketing, Sari, Iran
Abstract: (23 Views)
Extended Abstract
Background: Introduction and Objective: Statistics indicate that red meat consumption in Iran has undergone significant changes in the last 16 years. These changes are such that the annual consumption of red meat per an Iranian household of four has decreased from 57 kg to 24 kg. Although the major share of this significant decrease is related to price and household purchasing power, marketing can also affect consumption patterns, and its effect cannot be ignored. Red meat, as one of the important sources of animal protein, has several qualitative features that affect consumer preferences. These features include the amount of fat, bone, color, hygiene, etc., along with the price, each of which is influential in buyers' decisions. Therefore, identifying the degree of attention to qualitative variables and their optimal level is important for meat industry activists, especially retailers who are directly in contact with customers. Identifying and measuring the importance of customers' preferred features of red meat can affect pricing and price discrimination, and help in supplying products according to market demands and adopting appropriate marketing strategies. However, buyers' preferences by marketing researchers are mainly identified in two ways: questioning and surveying (stated preferences) and studying purchasing behavior (revealed preferences), which will lead to a better understanding of consumer behavior. This research mainly aims to examine and compare people's preferences for red meat characteristics in speech and behavior. This study seeks to answer the question of whether or not consumers' purchasing behavior is the same as what they express in surveys.
Methods: In this study, the Conjoint Analysis method and the Hedonic Pricing model were used for stated and revealed preferences, respectively. Five key features of red meat, including price, color, fat percentage, bone percentage, and veterinary stamp, were selected as the investigated variables. Then, their levels were defined for each attribute to examine the differences in the impact of each level on consumer preferences. Three different levels were considered for the price, fat percentage, and bone percentage features, and two levels were defined for the veterinary stamp and color features. From the combination of levels in the features, a set of options was designed and presented to the participants in the questionnaire. The research data were obtained completely randomly in 2022 through a questionnaire from 152 red meat consumers in Neka City. Data of the survey results were analyzed using Excel and Excel (XLSTAT) software.
Results: The results obtained from the conjoint analysis method showed that all five features (price, fat percentage, bone percentage, color, and veterinary stamp) had an impact on people's preferences. The veterinary stamp, as a symbol of confirming the health and safety of meat, had the highest importance in people's preferences, with an average of 27% importance, indicating the great attention of buyers to the health and hygiene of meat, which may indicate an increase in consumers' health awareness. After the veterinary stamp, meat color, as an indicator of the freshness and visual quality of the product, was the second in importance in people's preferences, with nearly 21% importance, which indicates the sensitivity and attention of consumers to visual characteristics. Other features, such as fat percentage and bone content, also had significant importance, respectively, but were of lower importance than the veterinary stamp and color. This indicates that although the physical characteristics of meat are important to consumers, the health, freshness, and appearance of the product are of higher priority. On the other hand, the results of the hedonic pricing model showed that the tenderness of the meat had the greatest importance and a positive impact on the meat price.
Conclusion: Based on the data analysis and the comparison of the results of the Conjoint Analysis method and the Hedonic Pricing model, people's stated preferences do not always align with their actual behaviors. This discrepancy may stem from either a lack of honesty in their statements or limitations faced by the buyer during the purchasing process. In other words, the honesty of consumers in expressing their preferences through surveys is somewhat questionable, and their stated preferences are not always reflected in their real buying behaviors. This challenge can arise from several factors. On the one hand, consumers may tend to provide ideal answers when responding to questions. On the other hand, constraints in the purchasing situation, such as budget, store inventory, environmental factors, etc., can cause their buying behaviors to differ from their stated preferences. Therefore, it is recommended that, in designing marketing and pricing strategies, in addition to using surveys, the actual behavior of consumers should also be carefully analyzed and evaluated to make more optimal decisions. Furthermore, paying more attention to features, such as the veterinary seal on packaging or carcasses, color, and other visually perceptible features, which are most important in consumer preferences, can help increase customer satisfaction and sales.
Background: Introduction and Objective: Statistics indicate that red meat consumption in Iran has undergone significant changes in the last 16 years. These changes are such that the annual consumption of red meat per an Iranian household of four has decreased from 57 kg to 24 kg. Although the major share of this significant decrease is related to price and household purchasing power, marketing can also affect consumption patterns, and its effect cannot be ignored. Red meat, as one of the important sources of animal protein, has several qualitative features that affect consumer preferences. These features include the amount of fat, bone, color, hygiene, etc., along with the price, each of which is influential in buyers' decisions. Therefore, identifying the degree of attention to qualitative variables and their optimal level is important for meat industry activists, especially retailers who are directly in contact with customers. Identifying and measuring the importance of customers' preferred features of red meat can affect pricing and price discrimination, and help in supplying products according to market demands and adopting appropriate marketing strategies. However, buyers' preferences by marketing researchers are mainly identified in two ways: questioning and surveying (stated preferences) and studying purchasing behavior (revealed preferences), which will lead to a better understanding of consumer behavior. This research mainly aims to examine and compare people's preferences for red meat characteristics in speech and behavior. This study seeks to answer the question of whether or not consumers' purchasing behavior is the same as what they express in surveys.
Methods: In this study, the Conjoint Analysis method and the Hedonic Pricing model were used for stated and revealed preferences, respectively. Five key features of red meat, including price, color, fat percentage, bone percentage, and veterinary stamp, were selected as the investigated variables. Then, their levels were defined for each attribute to examine the differences in the impact of each level on consumer preferences. Three different levels were considered for the price, fat percentage, and bone percentage features, and two levels were defined for the veterinary stamp and color features. From the combination of levels in the features, a set of options was designed and presented to the participants in the questionnaire. The research data were obtained completely randomly in 2022 through a questionnaire from 152 red meat consumers in Neka City. Data of the survey results were analyzed using Excel and Excel (XLSTAT) software.
Results: The results obtained from the conjoint analysis method showed that all five features (price, fat percentage, bone percentage, color, and veterinary stamp) had an impact on people's preferences. The veterinary stamp, as a symbol of confirming the health and safety of meat, had the highest importance in people's preferences, with an average of 27% importance, indicating the great attention of buyers to the health and hygiene of meat, which may indicate an increase in consumers' health awareness. After the veterinary stamp, meat color, as an indicator of the freshness and visual quality of the product, was the second in importance in people's preferences, with nearly 21% importance, which indicates the sensitivity and attention of consumers to visual characteristics. Other features, such as fat percentage and bone content, also had significant importance, respectively, but were of lower importance than the veterinary stamp and color. This indicates that although the physical characteristics of meat are important to consumers, the health, freshness, and appearance of the product are of higher priority. On the other hand, the results of the hedonic pricing model showed that the tenderness of the meat had the greatest importance and a positive impact on the meat price.
Conclusion: Based on the data analysis and the comparison of the results of the Conjoint Analysis method and the Hedonic Pricing model, people's stated preferences do not always align with their actual behaviors. This discrepancy may stem from either a lack of honesty in their statements or limitations faced by the buyer during the purchasing process. In other words, the honesty of consumers in expressing their preferences through surveys is somewhat questionable, and their stated preferences are not always reflected in their real buying behaviors. This challenge can arise from several factors. On the one hand, consumers may tend to provide ideal answers when responding to questions. On the other hand, constraints in the purchasing situation, such as budget, store inventory, environmental factors, etc., can cause their buying behaviors to differ from their stated preferences. Therefore, it is recommended that, in designing marketing and pricing strategies, in addition to using surveys, the actual behavior of consumers should also be carefully analyzed and evaluated to make more optimal decisions. Furthermore, paying more attention to features, such as the veterinary seal on packaging or carcasses, color, and other visually perceptible features, which are most important in consumer preferences, can help increase customer satisfaction and sales.
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