Results of the poll of consumers regarding the consumption of lamb meat and consumer attitude towards lamb meat as food stuff

Abstract

From the aspect of marketing objective of the research concerning the behavior of consumers is to reduce the risk of wrong business decisions and to improve marketing strategy. Gathering of information enables better knowledge of needs and motives of consumers while shopping with further objective to increase the sale of the product, in this case meat, and increase the profit. No attention was directed to the investigation of the consumer opinion and attitude towards lamb meat and consumer attitude towards lamb meat as food stuff. There are no such investigations at all. Since consumption of lamb meat in our country is very low (from 0,1 to 2kg per week, depending on the income of consumers), therefore we considered the investigation of the consumer attitude towards lamb meat justified. As a method we used poll that included consumers on the territory of Belgrade. Obtained results of the poll will be used as basis for broader consideration of mentioned issues and development of marketing strategy with objective to increase consumption of lamb meat.

Sa marketinškog stanovišta, svrha istraživanja ponašanja potrošača je u tome da se smanji rizik pogrešno donetih poslovnih odluka i unapredi marketing strategija. Pribavljene informacije omogućavaju bolje poznavanje potreba i motiva potrošača pri kupovini u cilju povećanja prodaje proizvoda, u ovom slučaju mesa i povećanja profita. Ispitivanjima mišljenja potošača o jagnjećem mesu i odnosa potrošača prema jagnjećem mesu kao prehrambenom proizvodu nije se uopšte poklanjala pažnja, odnosno praktično uopšte ih nije bilo. Kako je kod nas potrošnja jagnjećeg mesa na veoma niskom nivou (od 0,1 do 2 kg nedeljno, u zavisnosti od prihoda potrošača), smatrali smo opravdanim ispitivanje mišljenja potrošača o jagnjećem mesu. Kao metoda korišćena je anketa kojom su obuhvaćeni potrošači iz Beograda. Dobijeni rezultate ankete posluži će kao polazna osnova za šire razmatranje navedene problamatike i izradu marketing strategije za povećanje potrošnje jagnjećeg mesa.