Consumer purchasing patterns : from purchase intention to making the buy

Consumer choices from the panel of pork products on offer are guided by an array of criteria. Qualitative market research was led in autumn 2008 in order to pinpoint the mechanisms governing consumer purchasing patterns.A trade-off analysis backed up by congruence testing determined the relative importance of product-driven attributes in consumer choices, and revealed insight into what drives decision-to-purchase. Original meat source came through as a decisive factor in whether to buy, whereas consumer perceptions of farm system-related statements and taglines proved ambiguous.Finally, dissonance testing led via 'pre' and 'post'-purchase interviews gauged the many contradictions hanging over consumers' stated purchase intentions and their actual buys. It highlighted how meat shelf attractiveness, prices and promotional offers all have a major influence at the critical point when the consumer moves to makes the buy.