Preliminary Assumptions
On behalf of the Union of Producers and Employers of the Meat Industry (UPEMI), we conducted a study aimed at determining "What do consumers expect from meat and delicatessen producers?" Our task included determining how consumers understand and perceive quality in the context of meat and delicatessen, as well as identifying the features of meat and delicatessen that they prefer or perceive negatively.
Execution
We conducted the study among consumers of deli and meat products (beef, pork, and poultry) using both quantitative and qualitative research techniques. The entire project was carried out in stages:
1. Qualitative Study - Focus Group Interviews (FGI)
We began the project by conducting a qualitative study using the FGI technique in four consumer groups. The study included only consumers characterized by high product awareness and a strong emphasis on the quality of purchased products. This approach allowed us to understand the opinions of consumer leaders and formulate testable research hypotheses.
2. Quantitative Study
As part of the implemented representative quantitative study, using the CAWI technique, we gathered opinions from 1,000 adult consumers of meat and delicatessen, allowing for the verification of the formulated research hypotheses.
3. Conference "Encounter with Quality"
The obtained results were presented at the "Encounter with Quality" conference. The organized conference aimed to popularize knowledge about market trends, the level of awareness and understanding of meat quality, as well as consumer expectations and beliefs.
Results
The final product of the study was a research report. The study results were also presented at a conference specifically organized for this purpose. Through the execution of the study, the Commissioner obtained information on various research questions, including:
- What is the more important factor for consumers when choosing meat and delicatessen – quality or price?
- What do Poles consider when choosing meat and delicatessen?
- What is the perspective of meat and delicatessen sales through the Internet?
- What are the current analyses and forecasts in the meat market?
