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Fresh PorkPurchase Decision Study

Minneapolis 888.616.0123 ~ ~ Portland 800.542.4321

(SAI Project # 04191)

December 2004

, Fresh Pork Purchase Decision Study (SAI Project #04191)

Table of Contents

Page

• Background and Objectives .....................3 • Methodology................................................5 • In-Store Pictures.........................................8 • Management Summary.............................10 • Detailed Findings - Quantitative............20 • Detailed Findings - Qualitative...............63


Background & Objectives

Campbell Mithun and its client the National Pork Board are interested in better understanding the consumer meal-time planning and thought process and the main dish decision process, as well as the in-store purchase decision process regarding meat purchases and side dish items.Specific areas were explored in the qualitative portion of the study and then a sub-set of these were probed in the quantitative phase. Areas of discussion involved:

Pre-Store Decisions including:Development of shopping lists, influences on list development, items on listMeal planning and how meat factors into planningInfluence of flyersNumber of meals per week that include items purchased at the fresh meat case


Background & Objectives

In-Store Decisions including observations of: Shoppers use of flyers and coupons while shoppingHow the consumer shops the store; i.e., follow store layout or double back after seeing in-store signage or specialsOrder of categories shopped and exploration to determine if relationships exist between categoriesGeneral shopping to determine what are considered staple items, what are in-store influences; e.g., sales, coupons, taste tests, on-pack recipes, displaysConsumers shopping the meat case to explore:

What they think of first when choosing what meat to buyEffects of the appearance of the meat caseWhat are the givens (meats purchased every time)When side dishes are plannedTypes/cuts used most oftenImportance of brand Importance of ease of preparationWhen full-service counter is usedThe role of price in the selection process


Methodology

IN-STORE QUALITATIVEConsumers were pre-recruited to meet in the grocery store for a “shop along.” Consumers were met by a moderator who observed and asked questions as they completed a shopping trip together. Respondents were screened to meet the following criteria:

Security/Past participationAge 25-65Two or more in householdEmployed (F/P) or full-time homemakerWhite and blue collar mixHousehold Income $35,000 - $99,999High school graduate, some college, college degree(s)Purchased and consumed fresh pork in past monthServe fresh pork at least 3 times per month and other meats at least 3 times per week


Methodology

IN-STORE QUALITATIVE (continued)Qualitative interviews were conducted in Chicago (Cub and Jewel), Boston (Shaw’s and Stop & Shop), and Denver (Safeway and King Soopers) between September 24 and October 5, 2004.Thirty qualitative interviews were completed.

IN-STORE QUANTITATIVE* Interviewers unobtrusively observed consumers shopping the freshmeat case and recorded the following information for male or female shoppers making a purchase of fresh pork:

Time spent shopping before making a purchaseComposition of shopping party/influence on purchase decisionTouched, picked up package(s), read package information?Referred to shopping list, coupon(s)?Considered one or several products?

* Observations were not completed for shoppers purchasing fresh pork at the full-service counter. These consumers were approached and screened as they completed their purchase.


Methodology

IN-STORE QUANTITATIVE (continued)Respondents were approached after purchasing a fresh pork product and were screened for the following:

Age 25 and overTwo or more in householdHousehold Income $35,000 and overHigh school graduate, some college, college degree(s)

Consumers who qualified were invited to participate in the interview and were paid $5.00 in appreciation of their time.Interviewing took place in Boston (Stop & Shop and Shaw’s), Chicago (Cub, Dominicks, and Jewel), Denver (Albertson’s, King’s Sooper, and Thriftway), Portland (Albertson’s, Safeway, andThriftway), and Richmond (Ukrops) between November 11 and November 17, 2004.Two hundred twenty (220) quantitative interviews were conducted.


Store Pictures

Denver (Safeway)


Store Pictures

Boston (Shaw’s)


Management Summary

Fresh Pork Product PurchasedConsumers are most likely to select the store’s brand when purchasing fresh pork.Fifty-six percent purchased a boneless cut.Center loin chops and tenderloin are the most popular cuts.

Primary considerations when choosing cut include: Bone in/bonelessFamiliarity TendernessHow they plan to cook itPriceWhether or not family likes it

Other considerations include convenience, look of the fresh pork, and leanness.


Management Summary

Meat Purchases in Addition to Fresh PorkBesides purchasing fresh pork on this shopping trip, 47% of these shoppers purchased fresh beef and 36% purchased fresh chicken.The incidence of purchasing frozen, pre-cooked, or smoked pork on this shopping trip was very small.


Management Summary

Planned Versus ImpulsePlanned Purchases of Fresh Pork

Sixty-six percent of fresh pork purchases were planned.

Forty-one percent had it on a written list, 57% on a mental listInfluences to planning a fresh pork purchase included: Always buy (34%), Specific use/occasion (27%), Family member request (22%)

Characteristics most likely to be planned in advance include: Specific type/cut (87%), Bone-in vs. boneless (82%), Flavored vs. unflavored (81%).Characteristics least likely to be planned in advance are price (39%) and Brand name (39%).


Management Summary

Planned Versus ImpulseImpulse Purchases of Fresh Pork

Thirty-four percent of fresh pork purchases were unplanned before entering the store.Influences on decision to purchase included:

Fresh pork product was on sale – 38%Noticed a display in the fresh pork section – 36%Always buy – 10%Needed fresh pork to go with another product – 4%Saw an endcap or special display – 4%


Management Summary

Purchase Decision HierarchyAn acceptable cut and acceptable price are the first things shoppers look for when choosing fresh pork.Price decisions include consideration of the number of servings in the package and the color and appearance of the product.Decisions on cut include consideration of bone-in vs. boneless and of the size and weight of the package.


Management Summary

LoyaltyIf the fresh pork product purchased were not available, only 16% would purchase a meat product other than fresh pork as an alternative.Thirty-one percent would not purchase at this time, but would come back in the future to purchase the preferred pork product.Those who remained would

Purchase a different fresh pork product – 34%Go to a different store to purchase the preferred product –19%


Management Summary

Shopper Behavior On average, fresh pork purchasers spent about 1.7 minutes shopping the category.Over three-fourths of fresh pork purchasers

Touched other packages of fresh pork prior to picking up product they decided to purchase (79%)Read package information (77%)

Sixty-six percent said they looked at the price prior to making their selection.Though 30% were shopping with others, these people had very little influence on the purchase decision.


Management Summary

Usage The vast majority of fresh pork purchasers have a specific use in mind when they purchase the product. Most often this use is as the entrée for an everyday meal.Over three-fourths will cook the product in the oven or on the stove top.Vegetables are the most popular side dish served with fresh pork.


Management Summary

Profile of Fresh Pork ShopperMost fresh pork is purchased at grocery stores rather than at club, discount or natural food stores.Three-fourths of fresh pork purchasers have not purchased fresh pork from the full-service counter at the grocery store in the past three months.Slightly less than one in five fresh pork purchasers (18%) have purchased any type of organic, natural, or free-range meat in the past three months.Fresh pork purchasers are likely to completely agree that fresh pork

Has a great taste their family enjoys (79%)Is easy and convenient to prepare (78%)


Recommendations

Since one-third of fresh pork purchases are unplanned before entering the store, use displays and promotions in the fresh pork section to increase impulse sales and convert new pork enthusiasts.Chops and tenderloin are the most popular and familiar cuts. Educate the public to increase familiarity with additional cuts and increase depth in the category.Position fresh pork as meat for grilling. Emphasize great taste, convenience, and promote pork as an alternative to beef and chicken.


Detailed Findings - Quantitative


Product Purchased


Product Purchased – Brand

Consumers are most likely to purchase store brand fresh pork.

Q2a/Q2b/Q2c. Record information about the fresh pork products the consumer purchased.

Base 218 141 73 126 92 39Q2a/Q2b./2c. Brand Purchased (%)

Store's Own Brand 56 55 60 55 59 38Swift 12 13 12 13 12 15No Brand 11 11 10 12 9 3Premium Standard Farms 9 9 7 10 7 15Hormel 4 4 4 4 3 5Smithfield 2 4 0 2 3 3John Morrell 1 1 1 1 2 5Tyson 1 1 1 1 1 0Hatfield 0 0 1 1 0 0Other 6 6 5 7 5 18

Pork Usage Purchaser

Total

Type of Purchase(A) (B) (C)

Unplanned

(E) (F)

PlannedOrganic/ Natural LightHeavy

(D)


Product Purchased – Type, Size, Flavored

Fifty-six percent of fresh pork consumers purchased a boneless cut.Three-fourths (75%) purchased a package weighing between one and three pounds.Only 10% purchased flavored fresh pork.

Statistical significance at 90%Q2a/Q2b/Q2c. Record information about the fresh pork products the consumer purchased.

Base 216 140 72 126 90 37Q2a/Q2b/2c. Type Purchased (%)

Boneless 56 58 53 49 67 D 65Bone-In 48 47 49 58 E 34 35

Q2a/Q2b./2c. Size (Pounds) (%)Less than 1 lb. 15 18 C 10 13 18 141 - 2 lbs. 41 41 39 44 37 422- 3 lbs. 34 34 37 38 30 36Over 3 lbs. 20 19 21 20 20 19

Q2a/Q2b/2c. Flavored (%)Yes 10 10 12 12 8 18No 91 92 88 90 92 82


Total


Unplanned

(E) (F)


(D)


Product Purchased

Thick/thin was not designated on 57% of the packages of pork chops purchased.

Statistical significance at 90%

Q2a/Q2b/Q2c. Record the information about the fresh pork products the consumer purchased.

Base 134 92 41 79 55 17Q2a/Q2b/2c. (If Chop) Thickness (%)

Thick (may also be called America's Cut) 28 33 C 20 28 29 29Thin (may also be called Breakfast Chop) 18 17 20 14 24 12Undesignated 57 52 66 62 49 59

Base 216 140 72 126 90 37

Q2a/Q2b/2c. Number of Items Per Package (%)One 37 40 30 40 33 62Two 17 18 16 15 18 16Three 13 11 17 11 15 11Four 11 10 11 15 E 6 3Five 5 6 3 6 3 5Six 13 13 14 13 13 37 or more 13 13 14 11 15 5

LightOrganic/ Natural Total Planned Unplanned Heavy

Purchaser(A) (B) (C) (D) (E)

Type of Purchase Pork Usage(F)


Number of Packages Purchased

Whether the purchase is planned or unplanned does not impact the number of packages of fresh pork consumers purchase.

Q3. Record by observation only the total number of packages of all brands of FRESH PORK PRODUCTS purchased.

1.2 1.2

1.4

1.1

0.0

1.0

2.0

A. Planned (n=92) B. Unplanned (n=41) C. Heavy (n=79) D. Light (n=55)

Mea

n

D


Product Purchased - Cut


Q2a/Q2b/Q2c. Record information about the fresh pork products the consumer purchased.

Base 214 138 72 125 89 38Q2a/Q2b/2c. Cut Purchased (%)

Center loin chops 31 33 29 34 27 26Tenderloin 11 10 11 10 12 29Top loin chops 7 7 7 6 9 0Assorted chops 7 8 4 5 9 5

Country style ribs 7 5 10 6 7 0Back ribs 6 6 3 8 E 2 3Sirloin chops 6 6 6 5 7 0Butterfly chops 3 4 3 4 2 3

Rib chops 3 3 3 2 3 3Ground pork 3 4 1 2 4 5Blade steak 2 1 6 B 3 1 0Center loin roast 2 3 1 2 2 5

Blade roast 2 1 3 3 0 3Top loin roast 2 1 4 2 2 0Multi-pack 2 1 3 2 1 3Spareribs 1 1 1 2 1 3

Boston butt roast 1 1 0 2 0 0Rib roast 1 1 1 1 1 3Picnic roast 0 1 0 1 0 0Pork steak 0 1 0 0 1 0

Sirloin roast 0 1 0 1 0 0St. Louis style ribs 0 0 1 1 0 0Crown roast 0 0 0 0 0 0Other cut 13 14 11 14 11 21

(E) (F)


(D)

Total


Unplanned



Why This Specific Cut?When consumers choose the cut; they consider size, bone in/boneless, familiarity, tenderness, how they plan to cook it, price, and whether or not their family likes it.Additional considerations though less important include convenience, look of the fresh pork, and leanness.



Number of Packages by Cut

On average, shoppers purchased two packages of chops during the previous month.

# of Packages of Each Cut Purchased in Past Month (Mean)

0.8

2

0.8 0.70.5

0.10

0.5

1

1.5

2

2.5

A. Roast B. Chops C. Tenderloin D. Ribs E. Ground F. Marinated

C1. Not including your purchase today, how many packages of each of these cuts of fresh pork have you purchased in the past month?


Other Fresh Pork Products Considered

Yes28%No

72%

Considered Other Pork Products?

Slightly more than one-fourth of shoppers considered another pork product other than the fresh pork product they purchased.Most often the alternative was tenderloin or center loin chops.

Q12. Were there any other fresh pork products you considered buying instead of this fresh pork product? Q13. What were the other fresh pork products you considered?

(n = 220)

Tenderloin 13%Center loin chops 13%Back ribs 10%Top loin roast 10%Center loin roast 7%Country style ribs 7%Spareribs 7%Assorted chops 7%Top loin chops 5%

Other Pork Products Considered


Meats Purchased Besides Fresh Pork

Besides purchasing fresh pork, 47% purchased fresh beef, and 36% purchased fresh chicken on this shopping trip.

36

47

6 33 00

10

20

30

40

50

Chicken Beef

% Fresh % Frozen % Pre-Cooked

(n= 220)

Q4. Besides fresh pork, which of the following meats have you purchased or do you plan to purchase today?



Pork Purchased Besides Fresh Pork

The incidence of purchasing frozen, pre-cooked, or smoked pork as well as the fresh pork purchased on this shopping trip was small.

Q4. Besides fresh pork, which of the following meats have you purchased or do you plan to purchase today?

Base 220 143 73 128 92 40PORK

NET: Frozen Pork 5 3 7 5 3 0 Ham 0 0 1 0 1 0 Sausage 4 3 5 5 2 0NET: Pre-Cooked Pork 4 3 3 3 4 5 Ham 3 3 1 2 3 3 Sausage 1 1 1 1 1 3

SMOKED PORK 1 1 1 1 2 3Chops 1 1 1 1 2 3


(E) (F)Type of Purchase Pork Usage Purchaser

(A) (B) (C) (D)


Planned vs. Impulse


Planned vs. Impulse

Q6. Planned to buy fresh pork before coming to store or decided to purchase after entering store? (%); Q7. If planned, was fresh pork on a mental or written list? (%); Q9. If planned, what influenced you to plan to buy fresh pork? (%); Q11. If decided to buy fresh pork after entering store, what influenced purchase? (%)

ImpulsePurchase

Advertising & Promo Mktg.

Sales Promotion

PlannedPurchase

41% WrittenList

57% MentalList

34% Always buy27% Specific Use/Occasion22% Family member request8% Flyer/Store circular7% Replenishing stock3% Stocking up3% Coupon

38% On Sale36% Display in fresh pork sect.10% Always buy4% Need to go with other product4% Endcap/Special display

Influences

Planned Purchase

66%

Impulse34%

Grocery Store Food Norm: 78%

Total


Planned vs. Impulse

39

39

65

73

81

82

87

0 20 40 60 80 100

Price

Brand Name

Package Count

Size of Cut

Flavored vs. Unflavored

Bone-in vs. Boneless

Specific Type/Fresh Pork Cut

% Planned in Advance (n=143)

Specific type/cut, bone-in or boneless, and flavored or unflavored are the characteristics most likely to be planned in advance.

Q10. For each of the following characteristics, please indicate whether that specific characteristic was planned in advance or if you decided this characteristic once at the shelf.


Purchase Decision Hierarchy



1

2

4

8

9

15

16

20

21

0 5 10 15 20 25

Flavored Product

Brand Name

Number of Servings

Expiration Date

Bone-in vs. Boneless

Color/Appearance

Size and W eight

Price

Cut (i.e., chop vs. roast)

% 1st Thing Looked For (n=220)

Desired cut is the first thing looked for.

Q14. Please select the top four things you considered when you looked at the fresh pork during your shopping trip today. What was the FIRST thing you looked for? SECOND? THIRD? FOURTH?




3

6

9

16

36

45

50

51

52

56

56

0 10 20 30 40 50 60

Organic/N atural

Flavored Product

Brand N ame

N othing/N one

Expiration Date

N umber of Servings

Bone vs. Boneless

Size/W eight

Color/Appearance

Price

Cut (i.e., chop vs. roast)

NET: % 1st, 2nd, 3rd, 4th Thing Looked For (n=220)

Overall, acceptable cut and price are the top items shoppers look for.

Q14. Please select the top four things you considered when you looked at the fresh pork during your shopping trip today. What was the FIRST thing you looked for? SECOND? THIRD? FOURTH?


Fresh Pork Decision Tree

Price(45)20%

No. of Servings

(9)20%

Total Sample(220)

Cut(46)21%

Color/ Appearance

(9)20%

Color/Appearance (4, 44%)Bone-in vs. Boneless (3,

33%)

Expiration (3, 33%)

Bone-in vs.

Boneless(14)30%

Size/ Weight

(12)26%

Bone-in vs. Boneless (4, 33%)

Color/Appearance (4, 27%)

Expiration (3, 21%)


Loyalty


Loyalty

When consumers were asked what they would do if the fresh pork product they purchased were not available, 34% said they’d purchase a different fresh pork product on this shopping trip.

Q15. Imagine that the specific brand, variety, type and size of fresh pork [item in Q2a] that you bought today were not available. What would you do?Q16. Which of these fresh pork products would you buy instead?

16%

34%

31%

19%

Purchase a differentmeat product otherthan fresh pork Go to a different storeto purchase preferredpork product Not purchase at thistime, but come back inthe future Purchase a differentfresh pork product

Center Loin Chops 19%Assorted Chops 15%Butterfly Chops 11%Back Ribs 9%Country Style Ribs 8%Top Loin Chops 7%Spareribs 4%Center Loin Roast 4%Blade Roast 4%

(n=220)


Loyalty

Fresh chicken is the most often chosen alternative if fresh pork is not available.

1%

1%

1%

34%2% 2%

20%

Fresh Chicken

Fresh Beef

Pre-Cooked Chicken

Pre-Cooked Pork

Frozen Chicken

Frozen Pork

Smoked Pork

Q17. Which of these meat products would you buy instead of fresh pork? (%)

(n=110)


Shopper Behavior


Buy-Time

Light users spent the longest time shopping the fresh pork section.

104.4 105.4 103.0

85.3

131.0

0.0

20.0

40.0

60.0

80.0

100.0

120.0

140.0

A. Total (n=220)

B. Planned(n=143)

C. Unplanned(n=73)

D. HeavyUsers (n=128)

E. Light Users(n=92)

Buy

Tim

e (S

econ

ds)

D

Statistical significance at 90%O1. How many seconds did they shop the fresh pork section before selecting the product they purchased?


Influence of PackagingSeventy-nine percent of shoppers touched other packages of fresh pork prior to picking up the product they decided to purchase.Seventy-seven percent were observed reading package information.

79

5

24

45

77

58

0 10 20 30 40 50 60 70 80 90

Looked at Recipes or Cooking Suggestions

Looked at N utrit ional Label Prior to Making Select ion

Looked at Expiration Date

Picked-up/Put Back Package(s) Prior to Putt ing Onein Cart /Basket

Observed Reading Package Info.

T ouched Other Packages of Fresh Pork

Q22, Q21, Q20, O2, O3, O4,

(n=220)


Additional Factors in the Purchase Decision

Two-thirds (67%) of those purchasing fresh pork appeared to consider several products before making their purchase decision.Sixty-three percent said they looked at the price prior to making their selection.

2%

24%

63%

67%

0% 10% 20% 30% 40% 50% 60% 70%

Looked at/Referred toCoupon

Looked at W rittenShopping List

Looked at Price Prior toSelection

Considered SeveralProducts

O5, O6, O7, Q19

(n = 220)


Influence of Shopping Party

Alone70%

Adult and children

2%

W ith children

14%

W ith other adults14%

6

17

62

0 10 20 30 40 50 60 70

Other shopper took one ormore items off of shelf

Other shoppers pointed atitems or verbally offered

suggestions

Other shopper did notinfluence decisions

Percent

Thirty percent of these fresh pork purchasers were shopping with other people, but these people appeared to have little influence on the purchase decision.

Q8. [Indicate composition of shopping party from observation] Q9. [How did other shoppers influence the purchase decision/]

(n= 220)


Usage


Product Use

2%

48%46%

4%

No Specific Use inMind

I have a specificuse in mind withinthe next month

I have a specificuse in mind fortoday

I have a specificuse in mind withinthe next week

Ninety-eight percent of shoppers had a specific use in mind when they purchased fresh pork. The vast majority planned to use the product as an entrée for an everyday meal.

Q23. When do you plan to use this fresh pork? Q23a. You said you have a specific use in mind. How will you use this fresh pork you purchased today?

1

6

10

83

0 10 20 30 40 50 60 70 80 90

Other

As an Ingredient in a Recipefor an Everyday Meal

As the Entrée for a SpecialOccasion Meal

As the Entrée for an EverydayMeal

Percent


Cooking Method

Most planned to cook the product in the oven or on the stove top.Only 15% planned to grill the fresh pork they purchased.

Q23b. How will you cook the fresh pork you purchased today?

Grill15%

Stove Top32%

Oven45%

Other8%


Types of Side Dishes Served

Vegetables are the most popular accompaniment to fresh pork.While half of the consumers planned to purchase their side dish on this shopping trip, the other half said they would use a side dish item they already had on hand.



Profile of Fresh Pork Shopper


Cuts of Fresh Pork PurchasedChops are purchased more often than other cuts of fresh pork.


Q25. Which, if any, of the following cuts of fresh pork have you purchased in the past 3 months?

Base 220 143 73 128 92 40Q25. Cuts of fresh pork purchased in past 3 months

Chop 85 83 88 86 84 85Tenderloin 49 49 48 56 E 38 68Ribs 48 47 48 59 E 33 45Roast 47 44 52 55 E 36 50Ground 25 21 34 B 27 24 10Marinated 10 10 10 13 7 13

Q26. Cut of fresh pork purchased most often (%)

Chop 57 58 58 52 64 D 62Tenderloin 15 13 20 20 E 9 19Roast 11 12 8 13 8 11Ribs 10 9 9 10 9 3Ground 6 6 6 4 8 3Marinated 1 1 0 1 1 3


Total


Unplanned

(E) (F)


(D)


Cut of Fresh Pork Purchased Most Often

When shoppers were asked why they purchased a particular cut most often, reasons most often centered around cooking preferences.



Where Fresh Pork is Purchased

Most fresh pork is purchased at grocery stores rather than at club, discount or natural food stores.

Q28. Where else have you purchased fresh pork in the past 3 months? Statistical significance at 90%

Base 220 143 73 128 92 40

Q28. W here else was fresh pork purchased in past 3 months? (%)

Other full service grocery store 52 55 47 58 E 43 40

Club Store such as Costco or Sam's Club 15 16 C 8 14 16 18

Discount store such as W al*Mart SuperCenter or SuperTarget 4 4 3 5 E 1 3

Natural foods or health food store or coop 1 1 3 1 2 8

Other 19 17 22 16 22 38



(A) (B) (C) (D)


Purchases From Full-Service Counter

No76%

Yes24%

(n=220)

Three-fourths of shoppers (76%) said they had not purchased fresh pork from the full-service counter at the grocery store in the past three months.

Q29. Have you purchased fresh pork from the full service counter in a grocery store in the past three months? Q29a. If no, please tell me why?

Purchased from Full-Service Counter in Grocery Store:

If No, Why?* NET: Use self-serve 43%

Available at self-serve 16%Self-serve easier/convenient 16%Self-serve faster 12%Better price in self-serve 9%Prefer self-serve 5%

* No full-serve available 8% * Didn’t need full-serve 4%* Other 7%


Purchasers of Organic, Natural, or Free Range Meats

Yes18%

No82%

18

43

83

0 30 60 90

Pork

Beef

Chicken

Types Purchased (%)

Slightly less than one in five shoppers (18%) said they had purchased organic, natural, or free range meats in the past three months. The type purchased most often was chicken.

Q30. Have you purchased organic, natural or free range meats in the past 3 months? Q30a. Please tell me which of these types of organic, natural or free range meats you have purchased?


Purchasers of Organic, Natural, or Free Range Meats

The main reasons given for purchasing organic or free range meats are health, and the lack of chemicals, preservatives, and hormones.

Q30b. Why do you buy organic or free range meats?

Base 40 31 8 22 18 40

Healthier 35 35 38 32 39 35No chemicals/Preservatives 23 19 38 23 22 23No hormones 18 16 13 32 0 18

Curious/W anted to try it 13 13 0 14 11 13No added antibiotics 8 6 13 9 6 8Less germs/Bacteria 5 6 0 5 6 5Taste/Flavor 5 6 0 5 6 5

Fresh/Looks better 5 6 0 0 11 5Convenient/Close to health food store 5 3 13 0 11 5For children 3 0 13 5 0 3

Other 13 13 13 14 11 13

Q30B. W hy do you buy organic or free range meats? (%)

(A) (B) (C) (D) (E) (F)Type of Purchase Pork Usage Purchaser

Total Planned Unplanned Heavy LightOrganic/ Natural


Awareness of Price Paid

When fresh pork purchasers were asked to recall the price per package of today’s purchase, 49% answered lower than the price paid, 28% answered the same as the price paid, and 23% gave a price higher than they actually paid.


Base 159 105 50 92 67 29Q18. W ithout looking at the price on the product, please tell me what the price of the package of fresh pork you bought today was. (%)

Answered lower than price paid 49 45 58 50 48 210% -9% 23 22 26 23 24 1410% -19% 8 9 8 11 4 --20% -29% 3 3 4 2 4 330% -39% 5 3 10 4 6 --40% -59% 5 5 6 5 4 --60%+ 4 4 4 4 4 3

Answered same price 28 31 22 23 36 D 52Answered higher than price paid 23 24 20 27 E 16 28

0% -9% 16 16 14 20 10 1010% -39% 4 5 4 7 E 1 1040%+ 3 3 2 1 4 7

Light Organic/ Total Planned Unplanned Heavy


(A) (B) (C) (D)


Shopper Mind-Set About Fresh Pork

When given a number of statements regarding fresh pork, purchasers are most likely to completely agree that fresh pork has a great taste/flavor my family enjoys and fresh pork is easy and convenient to prepare.

64

64

78

79

3

6

38

59

39

0 10 20 30 40 50 60 70 80 90

Is Mostly for Special Occasions

Is Something I Buy Only W hen it 's on Sale

Is Something I Always Keep on Hand

Is Part of a Healthy Diet

Is a Good Value for the Money

Can Prepare a Variety of W ays

Is Good for Everyday Meals

Is Easy and Convenient to Prepare

Has a Great T aste/Flavor my Family Enjoys

% Agree CompletelyQ31. Please tell me how much you agree or disagree that each of the following statements describes how you think about fresh pork. Fresh pork …

(n = 220)


Demographics


Demographics

C2. Household Composition

9%9%11%12%15%

8%28%29%

76%79%

Females under 6

Males under 6

Females 6 - 12

Males 6 - 12

Females 13 - 17

Males 13 - 17

Females 18 - 34

Males 18 - 34

Females 35 years or older

Males 35 years or older

C4. Marital Status

23%

77%

No

Yes

S2. Number In Household

1%

1%

10%

22%

20%

0

45%

Seven or More

Six

Five

Four

Three

Two

One

O10. Gender

28%

72%

Male

Female


Demographics

S4. Age (%)

22%

21%

23%

12%

21%

0%

0%

$100,000 or more

$75,000 to $99,999

$55,000 to $74,999

$45,000 to $54,999

$35,000 to $44,999

$ 25,000 to $34,999

Under $25,000

C3. Employment (%)

11%

29%

19%

41%

Post Graduate

College Graduate

SomeCollege/Voc/Tech

Completed HighSchool

S3. Education (%)

12%

17%27%

27%16%

65 or over

55 - 64

45 - 54

35 - 44

25 - 34

35%

17%

48%

Not Employed Outside ofthe Home

Employed Part-time

Employed Full-time

S5. Income (%)


Detailed Findings - Qualitative


Discussion Guide

The following areas were covered:Pre-Store Decisions

At home meat consumptionMeat’s traditional roleGrocery listFlyers and Ads

In-Store DecisionsObservationsGeneral shoppingThe Meat caseShopping Hierarchy

Consumer’s View of Pork


Pre-Store Decisions

At Home Meat Consumption

Meat is part of every major meal (3-7 days a week).Men generally tend to prefer beef/women prefer chicken.Meat choices w/convenient preparation are often chosen (requiring little to no watching over).

Meat’s Traditional Role

Meat is a staple, a stock of the basics is always on hand.Consumer ensures they have beef or chicken available at home.Pork (and fish) are “desired” dishes, but don’t have the same importance as beef & chicken. Consumers tended to buy pork or fish based upon “having a taste for them.”


Pre-Store Decisions (cont.)

Meat’s Traditional Role (cont.)Meat choices are most often not based on specified recipes.Meal specifics are not typically pre-planned.Consumers migrate toward, chose and prepare dishes that they are familiar with.



Grocery ListApproximately 60% of the shoppers used a written list..Most respondents did not generate their list from specific recipes/specific meals they had in mind to make.Staple items, flyer specials and direct mailer info were the biggest influences on what got onto the shopping list. (It was very important that these items be “liked” by the rest of the family).The grocery list often functioned more as a “guide” or “reminder” than as a required purchase list (especially as it pertained to brand items and for meats, the cut).



Grocery List

Meat is regularly listed as “meat” on the shopping list. Often the specific species is referred to, but only occasionally the specific cut - beef ribs, pork chops, chicken breasts, etc.The husband and children’s preferences strongly influence what’s purchased. Commercials had a big effect on the consumer’s children who in return would request these items.Home familiarity/experience translates to product purchase intent.Consumers are “health conscious/aware,” but this doesn’t overtly determine meat purchases.



Flyers & Ads

The majority of shoppers purposely bought/subscribed to papers that delivered local flyers and described these as “very important.”Flyers work very hard and have a significant impact on the items that will be purchased. They additionally regularly determine what grocery store(s) will be shopped for the next grocery trip(s).Shoppers occasionally transfer the flyer info/items to their written list in lieu of, or in addition to, bringing the physical flyer shopping with them. Consumers often do not pick up the flyer once in the store due to the fact they already know what is on sale. In Chicago no one did.


In-Store Decisions

Observations

Store flyers were looked for upon entering the store by approximately half of the shoppers.Flow of shopping was significantly determined by layout of the store. This layout directed consumers to/past product categories that they rarely countered. Consumers tended to begin shopping the perimeter of the store and entered the specific aisles as needed, based upon chronological/placement order. Produce was often the first of items purchased. Meat was usually among last items selected. Temperature/coldness and freshness were cited as top reasons why meat was selected later.


In-Store Decisions (cont.)

Observations

Shoppers were only observed “doubling back” to aisles or store areas due to omission of an item, not impulse or “inspiration” from another item. Double back for meat was not observed and the consumers interviewed indicated it does not happen related to side dish inspiration/idea generation. Sale items and specials were important enough to alter pre-determined purchase decisions.



Observations

Aisle sale tags and end cap display items occasionally changed the shoppers purchase decision, even when they had a coupon with them or planned to purchase something else due to a flyer.Items with a high priority for freshness like meat and produce are shopped for more often during the week then regular groceries. This was especially noted regarding fish.


In-Store Decisions (cont)

General Shopping

Shoppers choices for items were consistently by category and there was little prioritization to correlate those items by meal until at home.New items were of interest to consumers, but their awareness of these products generally happened before they entered the store (ads, commercials, word of mouth).Staple meat items are beef and chicken. Other species (pork, seafood, etc.) are viewed differently, even special, but are included in weekly meals. POS information that indicates a sale or feature is noticed, especially for meat and has more impact if paired with yellow sale tags.On package recipes are moderately influential, but lacked impactwithout an associated additional form of communication.



What’s not preferred by shoppers

Store recipe cards/recipe help are not of interest.Shoppers desire little interaction with store personnel or counter help other than for directions.POS suggestions for specific meat dishes in other areas of the store are of minimal interest.



The Meat Case

Flyers and sales bring shoppers to the meat case for a particular species and cut, but quality will determine what ends up in their cart. Unknown specials discovered at the meat case often change a predetermined purchase (sometimes including species and more often cut).Fresh packaged meat is strongly preferred over frozen (would rather freeze their own).

Out of convenience and appearance/texture, consumers will purchase frozen bulk chicken breasts and ground beef.Bulk items are often purchased from Sam’s, Costco, etc., not in grocery.



The Meat Case (cont)

No meat was ever indicated as being purchased every time shopping was done.The appearance of each meat item far outweighs the appearance of the meat department.Selection of each cut was important to shoppers so they could determine quality, freshness and portion. Browsing happens within familiar cuts, but rarely outside of that familiarity.Meat is almost never an impulse purchase.



The Meat Case (cont)

Cost and quality were important enough to motivate the consumer to shop separate stores to satisfy their requirements/desires.Though consumers indicated certain side items were generally paired with particular meats (i.e., pork chops and applesauce), these did not determine purchase.



Meat Shopping Hierarchy

PriceTaste PreferenceFamiliarity & ConvenienceAppearance of quality and freshnessBrand


Quality and Branding

High quality cuts are sought out. Consumers have to be able to see the meat.Branding, such as Cattleman’s Choice or high quality varieties such as Angus, adds confidence to meat choices.Brand is not usually sought out except for chicken (Purdue).Free range or organic is seen as an added benefit that also adds confidence, but mostly does not determine purchase.


Consumer’s View on Pork

Pork is:Not viewed as a staple meat like beef or chicken. It is added to normal routine for variety. Isn’t a “must have” but is a “want to have.”Is unique for flavor and desired for taste.It is not viewed being as versatile as beef or chicken.

This has a direct correlation to experience and familiarity.Perceived with an opportunity for improved quality.Is an overlooked choice.Is not considered a tender meat.


Suggestions

Raise the comfort levelEducate/raise familiarity with its versatility.Increase awareness of convenience.Emphasize uniqueness of taste.Look for ways to make aware of pork dish traditions.

Improve believability and imageConsumers were very interested in the “Angus” of pork concept.

Change placement of pork in the meat sectionChoices are often made based on the layout of the section (from left to right).


Opportunity to Focus on GrillingConsumers consistently identified grilling pork as a regular and enjoyable part of their routine.

Arrange a section of easy grilling meatsShow appetite appealRemind consumers how quick and easy pork is to prepareSuggest occasions (tailgate parties, etc.)

Promote pork’s versatilityInitiate a campaign focused on versatilityFocus out-side the store but reinforce in-storeFeature the seasons – celebrate the seasons with pork

Suggestions (Cont)

Fresh Pork - porkcdn.com II Final.pdf · Page 14, Fresh Pork Purchase Decision Study (SAI Project...

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