SLIDE 4 HOW DO CONSUMERS CHOOSE CHILLED MEAT?
(Research conducted in Izhevsk and Perm) Choose chilled meat because it’s healthy, delicious, and natural
Easy to cook (handy, saves time) Freshness of meat, shelf life is crucial Meat quality is defined by its appearance (color, absence of veins, ice, and fat) Meat should be seen from different angles (popularity
Transparent tray “Eco-friendliness” drives promotion
Consumers perceive chilled natural semi-finished products as meat. «Semi-finished products are processed meat e.g. mincemeat», «Chilled products preserve all useful properties of meat» «I buy handy products. If I need to cook something quickly, chilled products don’t need to be defrosted» There are 2 types of consumers: the first prefer buying meat in stores (supermarkets, brand retail stores), the second – in the market « By color, appearance, there shouldn’t be any mildew, blue veins, and ice». «If you press it and it returns to its original shape, than the meat is good». «You can touch and smell chilled products to find out how fresh they are»
