onsumer preferences and perceptions of processed red meat in Mekelle City, Tigrai, Ethiopia.

Abstract

The present study was carried out to understand the consumer perception and preferences towards processed red meat. Purposive sampling method was used to select a total number of four hundred and forty (440) respondents. Data were collected by using a semi-structured questionnaire. Descriptive statistics was used to analyze the data which then were presented using tables in frequencies and percentages. The study group comprised of 367 males and 73 females. The educational background of respondents was found to vary between schools going to college/university degree. The study indicates that close to 94 percent respondents liked processed red meat. The weekly consumption level was the highest (75.45%) consumption pattern. Beef sausage and burger were the processed meat types consumed in the city. Consumption was affected by sensory quality (flavor, color, tenderness and juiciness) and nutrition, healthiness and safety and quality. In addition, extrinsic attributes such as reliability, attractiveness and packaging affect the consumers’ consumption. Furthermore, high price, accessibility (availability) and promotion were the main challenges for consumers where their main source of information was window display. Determination of consumer preferences and the factors affecting them had great importance as marketing tools and developing new strategies.