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Which product characteristics are preferred by Chinese consumers when choosing pork? A conjoint analysis on perceived quality of selected pork attributes

机译：中国消费者在选择猪肉时会偏爱哪些产品特性？对所选猪肉属性的感知质量的联合分析

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摘要

Due to the economic growth achieved by China over the past 20 years, Chinese consumers have changed their purchasing behavior regarding meat. Instead of buying locally produced pork, they are increasingly willing to purchase imported pork. A conjoint analysis investigated how intrinsic pork attributes (fat content and processing) and extrinsic pork attributes (origin, price, and packaging) relate to the perceived quality of pork and the choices made by Chinese consumers. A questionnaire distributed among a sample of Chinese consumers (n = 81) revealed that processing (fresh/frozen) is the most important determinant of pork choice (36%), followed by fat content (27%), origin (18%), price (12%), and packaging (6.6%). Estimates of utility showed that Chinese consumers value fresh pork highly (0.147), followed by lean pork (0.111) and pork imported from countries other than China (0.073). The findings indicate that Chinese consumer's value both intrinsic and extrinsic attributes, and these results may help the meat industry improve China's competitive meat market by developing new and more products that are tailored to the needs of the consumer.
机译：由于中国在过去20年中实现了经济增长，中国消费者改变了他们在肉类方面的购买行为。他们不再购买本地生产的猪肉，而是越来越愿意购买进口的猪肉。一项联合分析调查了猪肉的内在属性（脂肪含量和加工方式）和外在猪肉属性（产地，价格和包装）如何与猪肉的感知品质和中国消费者的选择相关。在中国消费者样本中（n = 81）分发的调查表显示，加工（新鲜/冷冻）是猪肉选择的最重要决定因素（36％），其次是脂肪含量（27％），来源（18％），价格（12％）和包装（6.6％）。效用估算表明，中国消费者对新鲜猪肉的评价很高（0.147），其次是瘦猪肉（0.111）和从中国以外的国家进口的猪肉（0.073）。研究结果表明，中国消费者重视内在和外在属性，这些结果可能会通过开发满足消费者需求的新产品和更多产品来帮助肉类行业改善中国竞争性肉类市场。

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