An exploratory study in the Western Cape on game meat as a consumer product

[摘要] ENGLISH ABSTRACT:The purpose of this research was to study the current purchasing and marketing behaviour of game meat bysupermarkets, 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 SouthAfrica. 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 andcooking methods of game meat. Consumers indicated that they would buy game meat if they were betterinformed on its qualities. Just over 73% of the respondents indicated that they have eaten game meat, whilst66% 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 levelwere the only two socio-demographical variables that showed significant differences. White respondents andrespondents that were in the post-High school diploma/degree educational group, were better informed ongame meat and were also more likely to buy game meat than either the black or coloured racial groups. Therespondents indicated the leanness of meat as one of the most important quality considerations when they buymeat. 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 meatfor European tourists, whilst supermarkets and butcheries should focus on marketing game meat to whiteconsumers 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 andcontradictions. It is evident that both consumers and marketers of game meat have contradictory beliefsregarding the seasonal availability of game meat. Consumers as well as some of the supermarket, butchery andrestaurant meat buyers, are ill-informed regarding the sensory qualities, health benefits and preparation andcooking methods of game meat. Ironically, the research showed that tourists visiting South Africa were therespondent group that were the most knowledgeable regarding the sensory qualities and health benefits of gamemeat. This research provides a valuable pilot-study into the marketing possibilities of game meat.

[发布机构] Stellenbosch University