Qualitative assessment of value in Australian pork across cultures
E. P. Bittner
A G , H. Ashman A , R. J. van Barneveld B , A. McNamara C , N. Thomson D , A. H. Hearn E and F. R. Dunshea A F
A Faculty of Veterinary and Agricultural Sciences, University of Melbourne, Parkville, Vic. 3010, Australia.
B The SunPork Group, Murarrie, Qld 4172, Australia.
C The Department of Health and Human Services, Melbourne, Vic. 3000, Australia.
D School of Population and Global Heath, University of Melbourne, Parkville, Vic. 3010, Australia.
E School of Languages and Linguistics, University of Melbourne, Parkville, Vic. 3010, Australia.
F Faculty of Biological Sciences, The University of Leeds, Leeds LS2 9JT, United Kingdom.
G Corresponding author. Email: bittnere@unimelb.edu.au
Animal Production Science 62(12) 1181-1191 https://doi.org/10.1071/AN21011
Submitted: 15 January 2021 Accepted: 26 March 2021 Published: 18 May 2021
Abstract
Context: The Australian pork industry would benefit greatly from further development of export markets across Asia, but due to the small size of the Australian industry and cultural differences between Asia and the West, further insight into research is required for premium product development.
Aims: Qualitatively assess value in Australian pork across Australian and Chinese consumer groups to investigate perceived differences in cultural attitudes to pork.
Methods: Qualitative multivariate analysis (QMA).
Key results: Australian and Chinese opinions of Australian pork products, meat and offal, and farming systems differed significantly. Australian consumers desired expert opinion, traditional meat cuts with minimal packaging, and small-scale production with superior animal welfare. Chinese consumers wanted clean, healthy and versatile products, with consistent quality, without concerns around animal welfare.
Conclusions: The compatibility of the markets and consumer preferences show great promise for Australian pork holding value in the eyes of Chinese consumers,
Implications: Results offer insight for future product development for export and targeted domestic markets. Findings will also enable future quantitative research efforts to be more targeted and specific.
Keywords: consumers, consumer perception, marketing, meat quality, packaging, pork, qualitative research, Qualitative Multivariate Analysis.
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