Browsing by Author "Troost, Carina"
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- ItemSensory assessments and consumers’ willingness to pay for Karoo lamb versus Karoo mutton using an experimental auction approach(Stellenbosch : Stellenbosch University, 2019-04) Troost, Carina; Kirsten, Johann; Stellenbosch University. Faculty of Economic and Management Sciences. Dept. of Agricultural Economics.ENGLISH SUMMARY : Farm profitability of sheep production systems in arid and semi-arid regions is mainly shaped by grazing conditions, production losses, and abattoir price per kilogram (R/kg). Current pricing arrangements in the meat market reflect a price differentiation based on the official Carcass Classification System and the age of the animal, with A2 and A3 lamb being sold at a premium to older and fatter animals. The South African meat industry is currently debating potential changes to the current Carcass Classification System. One of the arguments being that the current pricing and classification systems do not reward the carcasses that have higher quality and better sensory and cooking attributes. The quality and consumer preferences related to sheep meat is the main focus of this study and is shaped in the context of the existing South African Carcass Classification System. Little research has been done to evaluate sensory characteristics and consumer acceptance of sheep meat as a basis for determining wilingness to pay (WTP) for sheep meat. The need therefore exists to investigate whether the older animals (i.e. AB, B and C classes) from the Karoo will also carry a similar superior quality perception amongst South African consumers. The overall objective of this study is two-fold: to evaluate the effect of the age of Karoo sheep on consumers’ sensory assessments of the meat, and on their willingness to pay for Karoo sheep meat. Sensory assessments were conducted by a consumer panel who were representative of South African lamb and sheep meat consumers. The sensory ratings were established by using a 9-point hedonic category scale. Three different lamb and mutton age classes were used in order to have a representative meat sample distribution. The A lamb (no permanent incisors), AB mutton (1-2 permanent incisors) and C mutton (more than 6 permanent incisors) carcasses with fatness level 2 were selected. In addition, both standardised and optimal cooking methods were applied for the three meat cuts (stew meat, loin and leg) used in this study. A random nth-price auction mechanism with its favourable features was held amongst the same participants to test consumers’ WTP for Karoo lamb and mutton. The auction was applied with a pre-auction survey to acquire participants’ demographic information, purchase behaviour and prior knowledge and perceptions regarding lamb and mutton meat. The sensory assessments and experimental auction were efficient in capturing consumer preference differences and WTP. The results indicated participants’ sensory scores and WTP for three meat cuts within the three mentioned age classes. The stew meat cuts of the C class were most preferred. Furthermore, the AB class obtained the highest average bid price for the loin cut. The leg of lamb was most preferred in the standardised cooking method, but the leg of lamb and the AB leg were most preferred in the optimal cooking method. This study highlights the acceptable quality attributes of the different cuts within each age class. The findings further indicate the importance of focusing marketing strategies toward specific meat cuts in order to optimally use and market a carcass in its given age class.