Business Issues & Project Objectives
Our client, one of independent company that regulates standard for meat and livestock wanted to understand consumer perceptions, trust, and quality expectations of red meat, including purchase decision-making, the importance of traceability, and views on imported red meat - across 7 Southeast Asian countries.
The objectives included:
- Comprehensive understanding of factors influencing red meat purchase decisions, trust, and quality perceptions; as well as understanding the role and importance of traceability in building consumer confidence and loyalty.
- Clear insights into consumer perceptions of imported red meat from various countries
- Understanding acceptance and impact on traceability system for red meat
Our Approach
We conducted 4 online focus group discussions in each of Singapore, Indonesia, Malaysia, Thailand, Vietnam, Philippines, Cambodia, and Vietnam;, with imported red meat purchasers.
Outcome and Project Impact
Findings of the research were used to develop targeted branding and marketing strategies to promote the country’s red meat in each market.
