An exploratory study in the Western Cape on game meat as a consumer product

Crafford, Karlien (2002-12)

Thesis (MSc)--Stellenbosch University, 2002.

Thesis

ENGLISH ABSTRACT: The purpose of this research was to study the current purchasing and marketing behaviour of game meat by supermarkets, butcheries and restaurants in the Western Cape Province, and to investigate perceptions on, purchasing and consumption of game meat by South African consumers and overseas tourists visiting South Africa. Research was done by the survey method with the aid of structured, self-administered questionnaires. Chi-squared frequencies were used to test for significant influences of data. The research showed that South African consumers are poorly educated regarding the nutritional benefits and cooking methods of game meat. Consumers indicated that they would buy game meat if they were better informed on its qualities. Just over 73% of the respondents indicated that they have eaten game meat, whilst 66% of the respondents indicated that they would eat game meat again. South African consumers, however, indicated that they are not willing to pay more for game meat than other meat types. Race and educational level were the only two socio-demographical variables that showed significant differences. White respondents and respondents that were in the "post-High school diploma/degree" educational group, were better informed on game meat and were also more likely to buy game meat than either the black or coloured racial groups. The respondents indicated the leanness of meat as one of the most important quality considerations when they buy meat. This provides an opportunity for game meat marketers to market game meat as a low-fat meat product. This research succeeded in identifying target markets for game meat. Restaurants should market game meat for European tourists, whilst supermarkets and butcheries should focus on marketing game meat to white consumers and consumers with higher educational qualifications, but also target coloured and black consumers. This research confirmed that the South African game meat industry is plagued by numerous misconceptions and contradictions. It is evident that both consumers and marketers of game meat have contradictory beliefs regarding the seasonal availability of game meat. Consumers as well as some of the supermarket, butchery and restaurant meat buyers, are ill-informed regarding the sensory qualities, health benefits and preparation and cooking methods of game meat. Ironically, the research showed that tourists visiting South Africa were the respondent group that were the most knowledgeable regarding the sensory qualities and health benefits of game meat. This research provides a valuable pilot-study into the marketing possibilities of game meat.

AFRIKAANSE OPSOMMING: Die doel van hierdie navorsing was om die huidige aankoop en bemarkingsgedrag vir wildsvleis deur supermarkte, slaghuise en restaurante in die Wes-Kaap gebied, en persepsies oor en aankoop van wild deur Suid-Afrikaanse verbruikers en oorsese toeriste wat Suid-Afrika besoek, te ondersoek. Gestruktureerde vraelyste is ontwerp om die navorsing volgens die opname metode uit te voer. Chi-kwadraat frekwensies is gebruik om beduidende invloede te meet. Die navorsing het gewys dat Suid-Afrikaanse verbruikers oningelig is aangaande die gesondheidsvoordele en gaarmaakmetodes van wildsvleis. Verbruikers het aangedui dat hulle wildsvleis meer gereeld sou koop indien hulle beter ingelig word oor wildsvleis se kwaliteite. Die navorsing het bewys dat toeriste wat Suid-Afrika besoek, beter ingelig is oor die sensoriese kwaliteite en gesondheidsvoordele van wildsvleis as Suid-Afrikaners. Net meer as 73% van die Suid-Afrikaanse respondente het aangedui dat hulle al voorheen wildsvleis geëet het, terwyl 66% aangedui het dat hulle weer wildsvleis sal eet. Suid-Afrikaanse verbruikers het egter genoem dat hulle nie bereid is om meer vir wildsvleis te betaal as vir ander vleis nie. Ras en opvoedkundige vlak is die enigste sosio-demografiese veranderlikes wat 'n beduidende invloed gehad het. Blanke respondente en respondente in die "post-hoërskool diploma/graad" opvoedkundige vlak, was beter ingelig oor wildsvleis en ook meer geneig om wildsvleis te koop. Die vetinhoud van vleis was vir meeste respondente 'n belangrike maatstaf by die keuse en aankoop van vleis. Aangesien wildsvleis 'n lae-vet produk is, is daar dus geleentheid vir vleisbemarkers om wildsvleis as 'n lae-vet produk te bemark. Hierdie navorsing het daarin geslaag om teikenmarkte vir wildsvleis te identifiseer. Restaurante moet fokus op oorsese toeriste wat Suid-Afrika besoek, terwyl supermarkte en slaghuise bemarking moet rig op verbruikers met 'n hoër opvoedkundige vlak en blanke verbruikers. Hierdie navorsing het bevestig dat die Suid-Afrikaanse wildbedryf geknel word deur verskeie wanpersepsies en teenstellings. Dit is duidelik dat sowel verbruikers as bemarkers van wildsvleis, teenstellende persepsies het aangaande seisoenale beskikbaarheid van wildsvleis. Hierdie navorsing verskaf 'n waardevolle voorloperstudie vir verdere navorsing oor die bemarkingsmoontlikhede van wildsvleis.

Please refer to this item in SUNScholar by using the following persistent URL: http://hdl.handle.net/10019.1/52670
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