Consumers’ Perceptions of African Wildlife Meat: A Laddering Study

Journal of Food Products Marketing, Vol. 15, pp. 164-174, 2009

Posted: 12 May 2009

See all articles by Laetitia Radder

Laetitia Radder

affiliation not provided to SSRN

Klaus G. Grunert

Aarhus School of Business - Marketing and Statistics

Date Written: May, 12 2009

Abstract

African wildlife meat offers South Africans’ a healthy and novel red meat alternative, yet consumption is far less than that of beef and lamb. Laddering interviews with 40 respondents were employed to identify the consequences and values associated with the product’s perceived attributes. Important attributes included low levels of fat, dryness, novelty, and special preparation requirements. Significant values included security, self-esteem, hedonism, tradition, and stimulation. Promoters of the product are advised to capitalize on consumers’ interest in health and the health benefits of the meat in their advertising strategy. They can also address current barriers to consumption as indicated by negative, undesirable consequences (difficult and time-consuming to prepare) by promoting quick and easy ways of preparation, provision of ready-to-eat dishes and training.

Keywords: Food choice, Laddering, South Africa, Wildlife meat

Suggested Citation

Radder, Laetitia and Grunert, Klaus G., Consumers’ Perceptions of African Wildlife Meat: A Laddering Study (May, 12 2009). Journal of Food Products Marketing, Vol. 15, pp. 164-174, 2009, Available at SSRN: https://ssrn.com/abstract=1403127

Laetitia Radder (Contact Author)

affiliation not provided to SSRN ( email )

Klaus G. Grunert

Aarhus School of Business - Marketing and Statistics ( email )

Haslegårdsvej 10
Århus V
Denmark

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