Masters Degrees (Faculty of Science (former Departments))

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Browsing Masters Degrees (Faculty of Science (former Departments)) by Subject "Consumers -- South Africa -- Western Cape"

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    An exploratory study in the Western Cape on game meat as a consumer product
    (Stellenbosch : Stellenbosch University, 2002-12) Crafford, Karlien; Hoffman, Louwrens C.; Muller, M.; Schutte, De W.; Stellenbosch University. Faculty of Science.
    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.