Influences Affecting Consumption and Purchasing of Animal-Based Food Products

Abstract

The purpose of this grounded theory study was to describe influences affecting the consumption and purchasing of animal-based food products for consumers and producers in California and Texas. The study had two components: understanding what consumer’s consider when purchasing products for consumption and what producers feel are important to food sales. Data was collected in Texas and California because those states are the two most populous in the United States. During the summer of 2013, field data was collected in San Diego, San Francisco, and Fresno. Meat and meat by-product consumers were interviewed to understand what drives individuals to purchase certain meat products. During the fall 2013 months of September, October, and November, similar consumer interviews were conducted in Dallas, Austin, and Houston to interview consumers. These Texas cities were chosen to parallel those interview sites conducted in California. At the conclusion of consumer data collection a set of persona profiles was developed to describe how consumers are influenced to purchase meat and meat by-products. Interviews with producers and those directly involved in the meat industry were conducted throughout California and Texas. Conducting interviews helped describe animal-based food producers’ beliefs about consumers and what they desire in a final product, alongside their efforts to market their product to meet consumer demand. Producer interviews were used to develop persona parallels to the consumer profiles.