Information Relevance and Perception of Albanian Consumers when Purchasing Meat

FABJAN LASHI, ILIR KAPAJ

Faculty of Engineering, Canadian Institute of Technology, Tirana, Albania.

Faculty of Economics and Agribusiness, Agricultural University of Tirana, Tirana, Albania

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Abstract

Information is a key element for customer’s perception now days. There are many channels from where consumers get information from internet, TV, other consumers experience, but no certified method to be informed i.e. trusted label of meat and meat stuff. Education level, gender and age of the consumers interviewed in Tirana and the surrounding areas are analyzed through a tow step cluster and cross tab statistics to see how the five clustered groups of the above mentioned variables, influence the interest to get information before and during the purchase of meat in Albanian market. The meat origin form specific regions of Albania, the farm name (brand if any) or the farmer name, the meat fat ratio and the search attribute if consumers see the veterinarian stamp in the carcass in shops, outlets or other places where meat is traded/exposed. The results show that females in mid age, on their 50s, tend to pay more attention to attributes related with credence, based on their previews experience, their information they collect asking friends, or directly the butcher, when purchasing meat and meat stuff. Higher is the sensitivity for checking fat in meat when man in mid age, on their 50s, are the decision maker and purchase the meat seems to be the most concerned. It’s hard to define a clear distinction for the farm of production or farmer name, because this info is hard to be traced and reliable. When it comes to female consumer they pay more attention, despite the word of butcher that have a measured impact also in other studies [1]. Food safety remain a persistent problem for Albanian consumers. The need for intervention in the sector is on time and will open the sector to new and interesting international markets [2]. TLIS are an effective tool that improve the food safety in general and the meat value chain from the farm to the fork, as is in the objectives of EU.

Keywords: Food safety; customer perception; traceability systems, standards.

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