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Investigating Traditional Market Consumers?Fresh Meat Purchasing Behavior by Using Focus Group Approach
Focus Group Interview
Fresh Meat Product Information
Following the diversified demand, the retail market channels have been gradually changed. The development of supermarket in Taiwan is moving toward to higher quality; however, traditional markets still have many things needed to be improved. Especially, traditional markets in Taiwan have been part of purchasing for daily food sources. There are two types of traditional markets in Taiwan: the morning market and the evening market. Especially, people in traditional markets can be consisted of different generations of consumers and even different generations of sellers. From the long-term accumulated shopping experience at the traditional markets, buyers and sellers already have the certain level of trusted relationship. However, the food industry in Taiwan in recent years frequently encounters with food safety issues, and the environment of traditional markets in Taiwan overall has not been much improved. Even agricultural and meat products have not much information provided for consumers to decide whether to purchase or not. Therefore, it is necessary to further explore whether consumers at traditional markets have any demand of agricultural and meat product information. This study adopted the Qualitative Research Method to explore traditional market consumers’ demand. Via two times of Focus Group Interview, a total 22 regular traditional market customers were invited for in-depth interviews and discussions. The results show that traditional market consumers still have safety concerns from the meat sold at the traditional markets. Since consumers have demand for daily diet and if traditional markets can provide more meat product information, relatively, it will enhance more trust on the meat purchased. Especially the expiration date, food safety factor, environmental sanitary, and meat product information are the maind factors to enhance the trust on food. Therefore, traditional market consumers tend to adjust their purchasing behavior with more product information to ease the food safety issue. Recent years the government is also committed to enhancing consumer confidence in domestic agricultural and meat products. This study suggested to establish the expiration date information as the first step of future meat product information.
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