The importance of extrinsic cues in deciding to purchase meat products: A conjoint analysis on Muslim consumers

Abstract

Purpose: This study aims to investigate how extrinsic cues such as brand, certification, production method and price affect Muslim soujouk consumers’ purchasing decisions in Turkey. Design/methodology/approach: Conjoint analysis was used to identify consumers’ preferences and cluster analysis was used to reveal consumer segments for Turkish soujouk, which is a kind of fermented sausage. A total of 270 Muslim consumers from Turkey were selected by using a convenience sampling method. Four extrinsic cues were selected for analysis: brand (unbranded product, private label and national brand), certification (Turkish Standards Institution, geographical indication and halal certificate), production method (heat process and fermentation) and price (TRY11, TRY15 and TRY19). Findings/results: Brand, certification, production method and price were found to be significant for consumer preference. Price was the least important attribute in consumer purchase intention. National brand and halal certification were amongst the most important levels. The research also revealed two basic consumer segments according to cluster analysis. Practical implications: The study has practical significance for manufacturers in Muslim countries to identify the main extrinsic cue that influences consumers’ preferences in meat products. This result provides important insights to both local producers and foreign manufacturers that market their meat products to Muslim society. Originality/value: This is the first study on Turkish Muslim consumers’ preferences towards meat products analysing extrinsic product attributes. In addition, conjoint analysis and cluster analysis are used to specify Muslim consumers’ preferences.