Factors with the purchase of meat by consumers in Makassar, Sulawesi

Abstract

Preliminary research with consumers from 374 households in Makassar, Indonesia is presented into their meat purchasing behaviour and attitudes based on personal interviews conducted from April to May 2009. The items receiving the highest scores on a five- point scale were: good value for money (4.51), consistent quality (4.50), good colour (4.49), nutritional (4.41) and healthy (4.40). Factor analysis identified seven underlying components while cluster analysis identified four main clusters of consumers. The most commonly cooked meats in a month were fish/seafood (92%), chicken (91%), beef (41%), goat (19%) and duck (15%). Traditional markets traders/butchers were the main places for meat purchases. Over half of the consumers surveyed never purchase meat in supermarkets.