Choosing kangaroo: product and industry attributes and consumer choice beha

Summary

unknown

Program

Kangaroo

Research Organisation

University of New South Wales

Objective Summary

1. Identify key attitudes and issues concerning the use of kangaroo meat by smallgoods and other meat manufacturers. 2. Ascertain which attributes of meat and smallgoods in general are important for consumer choice and determine how kangaroo is perceived on these attributes. 3. Investigate choice behaviour and potential demand among meat consumer segments to identify the triggers for increased consumption of kangaroo based on the attributes identified in objective 2. 4. Determine the change in the choice behaviour of smallgoods manufacturers based on the previous findings.