Language and gender influence on the consumer choice of branded meat attributes

Abstract

The feedlot industry is the main beef producer in South Africa and falls in the category of Small Businesses. For these small business enterprises to be successful in an industry subjected to fierce competition, it is necessary to be innovative in a market where high quality beef serves as just another commodity. Previous research has shown that demographic factors can influence brand preferences. The objective of this study was to investigate the relationships between language and gender with brand attribute preference. Another objective was to identify opportunities that will differentiate and position branded meat products that will create consumer equity and build strong brand names. The case study approach was used and included quantitative and qualitative research. The population consisted of consumers buying meat products at the different retailers in Middelburg, Mpumalanga, under the brand names Kanhym Fresh Meat, Farm Inn Meat, and Franks Meat. A sample of 612 was conveniently selected for the study. A total of 588 questionnaires were completed. This study confirmed the interrelationship of the demographic variables gender and language that may affect consumers preferences. This means consumers will try different products with specific attributes. The results of this study identify opportunities of implementing strategies to maintain and enhance the competitiveness of branded meat retailers. It is finally recommended that brand retailers determine the demographic and psychographic profile of their target market for a specific product when producing or marketing products.