Consumer perceptions and values on beef quality: implications on beef markets
- Authors: Mabhera, Sunungukai.
- Date: 2015
- Subjects: Beef -- Quality -- Health aspects -- South Africa -- Eastern Cape , Livestock -- Handling -- South Africa -- Eastern Cape , Beef cattle -- Breeding -- South Africa -- Eastern Cape , Beef -- Quality -- South Africa -- Eastern Cape
- Language: English
- Type: Thesis , Masters , MSc Agric (Agricultural Economics)
- Identifier: vital:11224 , http://hdl.handle.net/10353/d1020173 , Beef -- Quality -- Health aspects -- South Africa -- Eastern Cape , Livestock -- Handling -- South Africa -- Eastern Cape , Beef cattle -- Breeding -- South Africa -- Eastern Cape , Beef -- Quality -- South Africa -- Eastern Cape
- Description: Beef constitutes an important part of many consumers’ diets. Beef is the most consumed red meat in South Africa. Consumer perceptions can affect the whole supply or value chain of beef. Recently there has been increased interest in food safety; greater concern for environmental and animal welfare issues, increased importance of eating quality and healthy food as well as the greater role of food services. The demand for beef is no longer limited to economic factors alone but to non-economic factors as well. Consumers of beef in Alice have become more concerned about meat-borne risks and personal health. This research prioritized the exploration of the beef consumers’ (i) self-perception (ii) price perception (iii) benefit perception [in the form of – (a) value perception and (b) quality perception]. The study was conducted in the Eastern Cape Province specifically in Alice town and the surrounding rural areas (Ntselamanzi, Gaga, Hillcrest, Gqumashe, and Dyamala) of the Nkonkobe municipality. Anyone who admitted to eating beef and at the point of data collection bought beef for their own consumption or family consumption was deemed as a unit of analysis. Non – probabilistic sampling techniques which included accidental and random sampling were used to collect data from 100 interviewees. A semi structured questionnaire was used to analyse the perceptions and attitudes of beef consumers. The respondents were asked to indicate their agreement or disagreement with 47 statements or items presented on either five alternatives in a Likert scale scored from 1 (strongly disagree) to 5 (strongly agree) or a six Likert scale ranging from 1 (very low) through 5 (very high) to 6 (I do not know).The data was analysed using SPSS. It was discovered that beef consumers did not consider either intrinsic or extrinsic cues in isolation when purchasing beef but rather all characteristics contribute to the final perception. The Alice consumer market is heterogeneous and consists of different races with different cultures and market segments with varying needs and preferences. The results showed that five factors were extracted from forty seven items Factor 1: Information reliance and quality indication; Factor 2: convenience; Factor 3: Traceability and animal Welfare; Factor 4: Health and safety Conscious and Factor 5: Price and Branding. Furthermore, four main consumer segments emerged as - Segment 1: Informed buyers; Segment 2: Elite buyers; Segment 3: Health & safety conscious buyers and Segment 4: Apathetic buyers. The cluster analysis shows that quality is a subjective concept that is informed by a consumer’s personal taste and preferences. Taste and preferences inform the consumer’s effective demand which in retrospect is informed by the consumer’s socioeconomic status.
- Full Text:
- Authors: Mabhera, Sunungukai.
- Date: 2015
- Subjects: Beef -- Quality -- Health aspects -- South Africa -- Eastern Cape , Livestock -- Handling -- South Africa -- Eastern Cape , Beef cattle -- Breeding -- South Africa -- Eastern Cape , Beef -- Quality -- South Africa -- Eastern Cape
- Language: English
- Type: Thesis , Masters , MSc Agric (Agricultural Economics)
- Identifier: vital:11224 , http://hdl.handle.net/10353/d1020173 , Beef -- Quality -- Health aspects -- South Africa -- Eastern Cape , Livestock -- Handling -- South Africa -- Eastern Cape , Beef cattle -- Breeding -- South Africa -- Eastern Cape , Beef -- Quality -- South Africa -- Eastern Cape
- Description: Beef constitutes an important part of many consumers’ diets. Beef is the most consumed red meat in South Africa. Consumer perceptions can affect the whole supply or value chain of beef. Recently there has been increased interest in food safety; greater concern for environmental and animal welfare issues, increased importance of eating quality and healthy food as well as the greater role of food services. The demand for beef is no longer limited to economic factors alone but to non-economic factors as well. Consumers of beef in Alice have become more concerned about meat-borne risks and personal health. This research prioritized the exploration of the beef consumers’ (i) self-perception (ii) price perception (iii) benefit perception [in the form of – (a) value perception and (b) quality perception]. The study was conducted in the Eastern Cape Province specifically in Alice town and the surrounding rural areas (Ntselamanzi, Gaga, Hillcrest, Gqumashe, and Dyamala) of the Nkonkobe municipality. Anyone who admitted to eating beef and at the point of data collection bought beef for their own consumption or family consumption was deemed as a unit of analysis. Non – probabilistic sampling techniques which included accidental and random sampling were used to collect data from 100 interviewees. A semi structured questionnaire was used to analyse the perceptions and attitudes of beef consumers. The respondents were asked to indicate their agreement or disagreement with 47 statements or items presented on either five alternatives in a Likert scale scored from 1 (strongly disagree) to 5 (strongly agree) or a six Likert scale ranging from 1 (very low) through 5 (very high) to 6 (I do not know).The data was analysed using SPSS. It was discovered that beef consumers did not consider either intrinsic or extrinsic cues in isolation when purchasing beef but rather all characteristics contribute to the final perception. The Alice consumer market is heterogeneous and consists of different races with different cultures and market segments with varying needs and preferences. The results showed that five factors were extracted from forty seven items Factor 1: Information reliance and quality indication; Factor 2: convenience; Factor 3: Traceability and animal Welfare; Factor 4: Health and safety Conscious and Factor 5: Price and Branding. Furthermore, four main consumer segments emerged as - Segment 1: Informed buyers; Segment 2: Elite buyers; Segment 3: Health & safety conscious buyers and Segment 4: Apathetic buyers. The cluster analysis shows that quality is a subjective concept that is informed by a consumer’s personal taste and preferences. Taste and preferences inform the consumer’s effective demand which in retrospect is informed by the consumer’s socioeconomic status.
- Full Text:
Effect of post-slaughter handling on physico-chemical and microbiological quality of red meat along the distribution chain in the Eastern Cape Province, South Africa
- Authors: Rani, Zikhona Theodora
- Date: 2015
- Subjects: Meat -- Microbiology Meat -- Transportation -- South Africa -- Eastern Cape Meat -- Quality -- South Africa -- Eastern Cape
- Language: English
- Type: Thesis , Doctoral , DPhil
- Identifier: http://hdl.handle.net/10353/2490 , vital:27875
- Description: The broad objective of the study was to investigate the effect of post-slaughter handling in the distribution chain on red meat quality and safety. A survey was conducted among 300 consumers and 100 meat handlers in five different municipalities (Buffalo City, Nkonkobe, Ngqushwa, Lukhanje and Amahlathi) in the Eastern Cape Province of South Africa to investigate their perceptions on meat quality and safety, together with challenges faced by meat handlers during the distribution of meat from the abattoir to retailers. The microbiological profile and physico-chemical quality of red meat at different stages of the abattoir to retail outlets in the distribution chain were also determined. Swabs (n=216) and meat samples (n=450) were collected from beef, pork and mutton carcasses during the loading process of carcasses into trucks at the abattoir, when offloading carcasses at the supply points and during marketing. Physico-chemical qualities such as colour (L* - lightness, b* - redness and a* - yellowness) and meat pH measurements were taken at each point. To determine the microbiological profiles of the carcasses, four microbiological parameters were considered: Total bacteria count (general bacteria), coliform count (related to hygiene and indicator for pathogens), Escherichia coli (Gram-negative pathogen) and Staphylococcus aureus (Gram-positive pathogen). Two types of packaging (vacuum and overwrapping) were used to determine their effect on shelf-life and microbiological quality of red meat under the normal marketing conditions over a storage duration of 15 days. The results from the study showed low awareness of consumers about the pathogenic diseases which arise from meat. A strong significant association (p ˂ 0.05) between educational status and awareness on meat safety was observed. Most of the consumers perceived that quality goes beyond safety such that 35.6 percent of the respondents indicated that they did not have a problem with consuming spoiled meat, whilst the remaining 64.4 percent indicated that they would r eject spoiled meat. Although retailers indicated that they take meat safety into consideration in their shops, 92 percent of the retailers revealed that they do not perform microbial assessment of meat in their shops. A series of loading and off-loading, temperature fluctuations, environmental temperatures and ques during offloading were reported as the major challenges during transportation of carcasses from the abattoir to the supply points. The microbial counts were significantly (p<0.05) higher in samples from the commercial abattoir than in those from the communal abattoir. Escherichia coli was the predominant microbial contaminant in the samples from both abattoirs. When following the chain, total bacterial count (TBC), coliform count (CC) and the levels of E. coli contamination increased progressively between the loading and the off-loading points (5.1 to 7.9 log10 CFU/cm2; 5.0 to 5.6 log10 CFU/cm2 and 2.7 to 3.7 log10 CFU/cm2, respectively). The storage period, meat type, distance during transportation and temperature were found to have a significant impact on the microbial levels during the distribution of carcasses. Distribution stage had a significant effect (p<0.05) on some of the physico- chemical meat quality attributes and differences in the lightness (L*) and redness (a*) values between the loading, off-loading and display points were observed. Consumers perceived retailer class as one of the factors influencing meat quality, but according to the instrumental measurements retailer class did not have a significant effect on physico-chemical meat quality. However, distance and storage duration significantly (p<0.05) affected (L*) and (a*) values in the meat during distribution chain. Vacuum and overwrapping packaging significantly affected (p<0.05) the shelf life of meat. Therefore, it was concluded that post-slaughter handling during the distribution chain affects the physico- chemical, microbiological and shelf-life of meat.
- Full Text:
- Authors: Rani, Zikhona Theodora
- Date: 2015
- Subjects: Meat -- Microbiology Meat -- Transportation -- South Africa -- Eastern Cape Meat -- Quality -- South Africa -- Eastern Cape
- Language: English
- Type: Thesis , Doctoral , DPhil
- Identifier: http://hdl.handle.net/10353/2490 , vital:27875
- Description: The broad objective of the study was to investigate the effect of post-slaughter handling in the distribution chain on red meat quality and safety. A survey was conducted among 300 consumers and 100 meat handlers in five different municipalities (Buffalo City, Nkonkobe, Ngqushwa, Lukhanje and Amahlathi) in the Eastern Cape Province of South Africa to investigate their perceptions on meat quality and safety, together with challenges faced by meat handlers during the distribution of meat from the abattoir to retailers. The microbiological profile and physico-chemical quality of red meat at different stages of the abattoir to retail outlets in the distribution chain were also determined. Swabs (n=216) and meat samples (n=450) were collected from beef, pork and mutton carcasses during the loading process of carcasses into trucks at the abattoir, when offloading carcasses at the supply points and during marketing. Physico-chemical qualities such as colour (L* - lightness, b* - redness and a* - yellowness) and meat pH measurements were taken at each point. To determine the microbiological profiles of the carcasses, four microbiological parameters were considered: Total bacteria count (general bacteria), coliform count (related to hygiene and indicator for pathogens), Escherichia coli (Gram-negative pathogen) and Staphylococcus aureus (Gram-positive pathogen). Two types of packaging (vacuum and overwrapping) were used to determine their effect on shelf-life and microbiological quality of red meat under the normal marketing conditions over a storage duration of 15 days. The results from the study showed low awareness of consumers about the pathogenic diseases which arise from meat. A strong significant association (p ˂ 0.05) between educational status and awareness on meat safety was observed. Most of the consumers perceived that quality goes beyond safety such that 35.6 percent of the respondents indicated that they did not have a problem with consuming spoiled meat, whilst the remaining 64.4 percent indicated that they would r eject spoiled meat. Although retailers indicated that they take meat safety into consideration in their shops, 92 percent of the retailers revealed that they do not perform microbial assessment of meat in their shops. A series of loading and off-loading, temperature fluctuations, environmental temperatures and ques during offloading were reported as the major challenges during transportation of carcasses from the abattoir to the supply points. The microbial counts were significantly (p<0.05) higher in samples from the commercial abattoir than in those from the communal abattoir. Escherichia coli was the predominant microbial contaminant in the samples from both abattoirs. When following the chain, total bacterial count (TBC), coliform count (CC) and the levels of E. coli contamination increased progressively between the loading and the off-loading points (5.1 to 7.9 log10 CFU/cm2; 5.0 to 5.6 log10 CFU/cm2 and 2.7 to 3.7 log10 CFU/cm2, respectively). The storage period, meat type, distance during transportation and temperature were found to have a significant impact on the microbial levels during the distribution of carcasses. Distribution stage had a significant effect (p<0.05) on some of the physico- chemical meat quality attributes and differences in the lightness (L*) and redness (a*) values between the loading, off-loading and display points were observed. Consumers perceived retailer class as one of the factors influencing meat quality, but according to the instrumental measurements retailer class did not have a significant effect on physico-chemical meat quality. However, distance and storage duration significantly (p<0.05) affected (L*) and (a*) values in the meat during distribution chain. Vacuum and overwrapping packaging significantly affected (p<0.05) the shelf life of meat. Therefore, it was concluded that post-slaughter handling during the distribution chain affects the physico- chemical, microbiological and shelf-life of meat.
- Full Text:
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