Consumer insights on marketing of sausages: A case study in selected Districts

Abstract

Consumer buying behavior is the decision process and act of ultimate consumer involved in buying and using products. Hence, it is very important to study how consumers behave in the market to develop and maintain an effective marketing management system for sausages, which precisely matches the needs of people in the target market. The objectives of the study were: to examine knowledge, attitudes and behavior of the consumer for process meat with special reference to sausages, and to identify the factors affecting on purchase of sausages by the consumer. The study was conducted in Colombo, Gampaha, Chilaw, Rathnapura, Kurunagela, Kandy, Anuradhapura, Kaluthara and Galle through a field survey. According to the consumption status of sausages many of the households (43%) are rear users (not consume sausages even once in a month). Consumption status of sausages significantly related with the income level of the household, presence of different age group of children in the family and employment category of the wives. But consumption status was not related with the religious background of the household. When considering the sausages as a type of process meat housewives have good perception on: preference of children, attractiveness and effectiveness of the promotional program, convenience, hygienic condition of the product, availability of different packet sizes and availability in the market. However consumers don’t have good perception on nutritive value of the product and impact of the health condition of the people. Wives of households have pity much knowledge on the quality certificate of the product but they are lacking knowledge on the nutritive value of the product and price difference among brands. Whether the buying decision mostly (64%) made by the husbands in the families, 73% of the households targeting their children when they buying sausages. 60% of consumers buying 250 g packet sausages. Selecting a particular brand depends on the brand loyalty and the image build in the society for the brand other than that quality, taste and availability in the market also make influence on it. Product factors such as quality, brand and price have influence on the purchasing decision. However, personal, psychological, and social cultural factors have only little impact on the purchase decision of the consumers.