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- Title
CONSUMER BEHAVIOUR ON THE VENISON MARKET IN LATVIA.
- Authors
Proskina, Liga
- Abstract
A study on consumer behaviour was conducted to identify trends in demand on the venison market, to ascertain consumer perception regarding venison products, and to get an understanding of consumer opinions on possibilities to purchase and consume venison and on qualitative characteristics of venison. The survey was performed from 15 December 2011 to 25 May 2012. Randomly selected respondents who had ever purchased and/or consumed venison were questioned during the research. The research aim is to identify the factors affecting the behaviour of venison consumers. The survey results showed that the consumers regarded the quality and taste aspects of venison as the most significant criteria for purchasing venison; yet, the majority of them pointed that they used an opportunity to purchase quality venison at a lower price, i.e. by avoiding retailers. The consumers were informed about raising deer on Latvian farms as well as qualitative characteristics of venison. However, they had no information on the possibilities to purchase venison, the sale sites, and the market price of venison. The consumers pointed that the best venison purchase sites were specialised meat stores, farm product fairs, and deer farms as well as the fact that selling food through the Internet is not developed. Although consumers are increasingly interested in using venison in their diet, there is no real point of contact among producers, processors, and buyers. Venison and especially venison products are available to consumers in Latvia in limited quantities, and the possibilities to purchase such products are limited and episodic. The respondents' replies to a question on the origin, value, and purchase possibilities of venison products indirectly revealed that the consumers were poorly informed about them.
- Subjects
LATVIA; CONSUMER behavior; ECONOMIC opportunities; QUALITATIVE research; MARKET prices; SURVEYS
- Publication
Economic Science for Rural Development Conference Proceedings, 2013, Issue 32, p68
- ISSN
1691-3078
- Publication type
Article