THE IMPACT OF LOCAL ON MEAT PURCHASING DECISIONS

• Main Author: McLennan, Steven
• Format: Others
• Published: DigitalCommons@CalPoly 2014
• Subjects: Consumer Perception; Local; Meat; Direct-to-consumer and Farm Direct Marketing; Agribusiness; Marketing; Sales and Merchandising
• Online Access: https://digitalcommons.calpoly.edu/theses/1315; https://digitalcommons.calpoly.edu/cgi/viewcontent.cgi?article=2411&context=theses

The research examines the target market for a meat product produced by the local university. Further, desirable attributes of meat and how consumers definition of “locally produced and/or raised” are identified. A total of 290 personal interviews were completed in San Luis Obispo County, California on the consumers’ willingness to purchase Cal Poly meat. Likely purchasers are found to be 31 percent of the San Luis Obispo population. The target buyer of Cal poly meat products are both male and females, who tend to be older, and make more than $60,000 a year. Local is defined by 31 percent of likely Cal Poly Meats buyers as being grown and/or raised within the county they reside in, and also shared by residents of San Luis Obispo County. Additionally, it was found local vegetables are a more highly valued product than local meats, fruits, and wines product grown within the San Luis Obispo County.