School of Languages and Linguistics - Research Publications

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Start date: 1988 × Author: Hearn, Adrian × Author: Thomson, Nicholas ×

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    Qualitative assessment of value in Australian pork across cultures
    Bittner, EP ; Ashman, H ; van Barneveld, RJ ; McNamara, A ; Thomson, N ; Hearn, AH ; Dunshea, FR (CSIRO PUBLISHING, 2022)
    Context The Australian pork industry would benefit greatly from further development of export markets across Asia, but due to the small size of the Australian industry and cultural differences between Asia and the West, further insight into research is required for premium product development. Aims Qualitatively assess value in Australian pork across Australian and Chinese consumer groups to investigate perceived differences in cultural attitudes to pork. Methods Qualitative multivariate analysis (QMA). Key results Australian and Chinese opinions of Australian pork products, meat and offal, and farming systems differed significantly. Australian consumers desired expert opinion, traditional meat cuts with minimal packaging, and small-scale production with superior animal welfare. Chinese consumers wanted clean, healthy and versatile products, with consistent quality, without concerns around animal welfare. Conclusions The compatibility of the markets and consumer preferences show great promise for Australian pork holding value in the eyes of Chinese consumers, Implications Results offer insight for future product development for export and targeted domestic markets. Findings will also enable future quantitative research efforts to be more targeted and specific.
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    Innovation in an expanding market: Australian pork is not a commodity
    Bittner, EP ; Ashman, H ; Hastie, M ; van Barneveld, RJ ; Hearn, AH ; Thomson, N ; Dunshea, FR (CSIRO PUBLISHING, 2017)
    The growing Asian middle class, the proliferation of export markets and a more discerning domestic consumer base are creating new opportunities and challenges for the Australian pork industry. To fully capitalise on these opportunities and face these new challenges, the right questions need to be asked by the Australian pork industry. We need to know not only what our consumers want, but who our consumers are. The present paper aims to demonstrate that novel approaches to investigate consumer attitudes will be required, and it cannot be assumed that current productions systems, products and marketing strategies are optimal for the changing environment and the creation of new premium market opportunities. With new markets and new products come new consumers; identifying who those consumers are, the networks they operate within as food consumers, and what influences their purchasing decisions are the key to their adopting Australian pork as premium produce in a new global market.