Ráðunautafundur - 15.02.2002, Page 231

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MEASURTNG CONSUMER ATTITUDES
Consumer attitudes to a wide range of issues are measured in three distinct ways:- Qualitative analysis,
quantitative analysis and actual sales data post-purchase.
Qualitative analysis is a technique which involves speaking directly to consumers to gain quality information of
their thoughts and attitudes. This is normally done through either one to one or focus group interviews and has
been used to good effect by MLC in developing its marketing and promotional activity in recent years.
Quantitative analysis is a technique involving more direct gathering of data on consumer purchases and often
involves asking specific questions to ascertain consumer attitudes through omnibus type surveys, which are
repeated over time to give reliable measures. Actual consumer purchases are measure through sales data and
there are a number of commercial companies providing services which measure purchases either by households
or individuals such as Taylor Nelson Soffes.
In either the qualitative or quantitative approach it is important to differentiate between spontaneous and
prompted answers to questions. In a major telephone survey across 14 EU countries in 1999 no issues raised by
consumers to the question “Are there any issues about meat that concem you nowadays?” other than BSE in
cattle raised more than an 11% response. However when prompted with specific questions 89% responded
positively to the statement “ I worry about chemicals and residues in meat’85% responded positively to the
statement “I worry about hormones in meat” and 77% % responded positively to the statement “ I worry about
the welfare of animals used for meat production “. It is important to distinguish between rhetoric and action. For
many consumers they remain at the rhetoric level Paradoxically, MLC research established that many consumers
who so readily expressed negative views about the visual images of FMD and mass slaughter in the UK declared
that they were buying meat as usual.
Once a issue has been identified as a consumer concem and affecting consumer purchases generally two things
have to happen; either industry practices are altered to match consumer expectations or a revised communication
is made to consumers to increase their awareness of the facts.
CONSUMPTION
The EU consumption is concentrated in four main countries, UK, France, Spain and Greece, where per capita
consumption is also the highest (5kg and over). There is no sign that any of these major consuming markets are
in decline although the recent FMD crisis in Europe has produced extremely high retail prices in France which
could serious damage consumption volumes in the future.
Compared to beef, the image of sheep meat within European consumers minds has held up well over the last 25
years. The recent EU concems about TSEs have created some questions in consumers minds which may yet
have a negative impact. Overall sheep meat has a small share of the EU meat market which is dominated by pig
meat. In terms of price, over the last 25 years retail prices for all meats have consistently fallen and sheep meat
has held up well with other meats in this highly competitive market. Consumer loyalty to lamb is basically
strong but the proportion of lamb consumers is lower in younger age groups and that it a concem for the future.
Overall the medium ferm outlook for the EU sheep meat market is relatively stable with both production and
consumption edging down slowly we cannot afford to be complacent. In the UK over 70% of lamb is eaten by
consumers age 45 and older and over 50% of lamb is sold in the form of roasting joints.
OPTIONS FOR SURVIVAL
In order to maximise the retums ffom the marketplace there are a number of options. First and foremost sheep
production needs to be as efficient as technically possible in order to be competitive with other livestock and
forage systems on farms.
The most favoured route for maintaining growing market share, or even defending a declining market share is
the use of promotional marketing linked to product development. This is route favoured in Great Britain where
the Meat and Livestock Commission (Appendix 1) uses a combination of media advertising (TV and radio) and
trade marketing activity to attract young consumers to British lamb. A number of initiatives are also funded to
encourage manufacturers to develop new lamb products and meal solutions in order to compete in the rapidly
changing consumer environment. None of the work undertaken by MLC is done on the basis of assumptions -
all its marketing and promotion campaign are based on in depth consumer analysis.
Consumers are asking three fundamental questions about any product particularly about meat and lamb. The
first is whether lamb is relevant to the consumer, the consumers family or their lifestyles. If lamb can meet this
emotional need of the consumer they then need to be reassured that it is good for them and is safe. And finally,
having satisfied the consumer on this rational basis, is it in the butcher’s shop or the supermarket in a form
which is convenient to the modem consumers lifestyle? We therefore need to address consumers questions in