Chinese consumer's perceptions of beef

Liu, Hong-Bo, Parton, K.A., and Cox, R.J. (2006) Chinese consumer's perceptions of beef. AFBM Journal of Farm Business and Farming Systems Management, 3 (2). pp. 48-67.

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Abstract

China has experienced rapid economic growth over the last 26 years. As per capita income has increased, household consumption has become greatly diversified; many new products have entered the market. Beef as a meat product is slowly gaining ground relative to the more traditional pork products.

This paper has concentrated on factors affecting beef purchasing decisions in China. Using probit regression analysis, the effect was estimated of socioeconomic and demographic characteristics, together with other influences on preferences as they affect beef purchasing decisions. Compared with other meats, the relatively high price of beef (34%) and consumers' unfamiliarity with its cooking method (26%) are the main limitations for beef consumption. These are followed by 'don’t like the taste and smell' which shows that compared with pork, beef is still relatively new to Chinese consumers and some of them are not used to the flavour of beef products. Han Chinese are more ready to accept beef than Non-Han Chinese. The characteristics of target consumers who show a preference towards beef are: residents of urban areas, a small family or a family with more males over 16 years old, the young (below 45 years old) and well educated, possessing a good income and who considered safety, price and ease of preparation as important purchasing criteria.

Item ID: 19235
Item Type: Article (Refereed Research - C1)
Keywords: beef, consumer's perception, Chinese beef consumption
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ISSN: 1449-7875
Date Deposited: 21 Dec 2011 23:06
FoR Codes: 14 ECONOMICS > 1402 Applied Economics > 140201 Agricultural Economics @ 100%
SEO Codes: 91 ECONOMIC FRAMEWORK > 9102 Microeconomics > 910201 Consumption @ 80%
83 ANIMAL PRODUCTION AND ANIMAL PRIMARY PRODUCTS > 8303 Livestock Raising > 830301 Beef Cattle @ 20%
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