PECULIARITIES OF CONSUMER BEHAVIOR IN THE PROCESS OF PURCHASING RAW BEEF AND PORK

Abstract

Anticipating consumer behavior is one of the key issues in modern marketing. Since consumers are the main target of any company or organization, enterprise, or trader, and the final link in a value chain, it is important to study and analyze the factors that influence their behavior patterns. This will allow companies to better understand the needs and expectations of consumers, thus enabling them to better meet those needs. As known, the model of consumer behavior is influenced by many factors. The process of making buying decisions is complex and multifaceted. Each consumer is unique and uses their specific set of attributes for selection. Additionally, in many cases, consumers themselves find it difficult to identify the most important and decisive factors for them. That's why it is not surprising that psychological factors, which influence the process of selecting and purchasing various products, receive special attention from scientists and marketers. Factors such as motivation, perception, attitude, and expectations determine our daily life and individual behavior. The study of these factors enables us to anticipate this behavior from social, economic, cultural, or psychological perspectives. The article discusses and analyzes the characteristics that can influence consumer behavior, preferences, and perceptions. Importantly, psychological factors play a paramount role in shaping consumer choices, especially in the food products industry. In this particular market, consumers not only seek to satisfy their physiological needs but also prioritize products that meet their requirements, adhere to safety standards, and exhibit high quality. As known, meat and meat products are important sources of protein in the modern human diet and represent a major food product. To determine consumer preferences in the raw meat market, we conducted a consumer survey. A total of 394 respondents residing in the Imereti region were interviewed. Among them, 209 respondents participated in the field survey, while 185 filled out the questionnaire online. Another significant finding in the research is the fact that the majority of respondents cannot buy raw beef and pork frequently. Only 17.8% of respondents say that they buy meat twice a week. 33.2% of respondents manage to buy meat once a week. 21.1% of respondents buy meat once every two weeks, and 17% of respondents buy meat once a month. Additionally, 10.9% of respondents buy meat even less often. The provided data are particularly noteworthy in the context that Georgia ranks among the lowest in Europe in meat consumption. (Beswick, 2019). While the average daily meat consumption in Europe by 2030 is 165 grams, in Georgia this figure is 101.85 grams. Moreover, in many cases, beside the high prices, distrust is a barrier when making purchases. In the course of the research, we studied in which outlets consumers prefer to buy raw meat and what determines their choice. The study has once again convinced us that the modern consumer is becoming more educated and demanding. Consequently, in an effort to increase sales, it is critical that traders create credible conditions and emphasize the very attributes that are critical to a consumer's decision making.