consumers from Canada, China, Japan and Mexico were included in the research.
Consumers were surveyed on a variety of statements, including perceptions of Canada, Canadians, beef, and beef producers. It was evident that consumers felt Canada was a safe, friendly and successful country, and that they felt Canadian beef producers were dedicated and honest people. It also showed that generally, they perceived Canadian beef as high quality, delicious and safe.
It was interesting to note that consumers, generally, ranked statements around environment, water use, health risks and animal welfare were low priority when referencing Canadian beef as a brand. The research suggested that consumers already understand Canadian beef to be raised in safe, sustainable conditions, and was already an expectation of the Canadian beef brand. This means that generally, consumers felt that these areas were already well represented.
Following the survey of both consumers and industry stakeholders, all of the statements were arranged into high and low priority based on the group, and some interesting findings came to light. It was noticed that there were quite a few instances where statements that industry stakeholders felt were important, actually ranked quite low priority for consumers, and vice versa. This proved that when making important consumer decisions, Canada Beef needs to find ways of communicating with and engaging consumers directly.
Source : MeatBusienss