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Consumers Response to Meat Traceability: The Influence of Marketing Mix Variables

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Nathamon Buaprommee and Kawpong Polyorat

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 This study employed a conjoint analytic method to explore the influence of traceability systems that may impact
on consumers’ buying decision on meat and meat-processed food, with four independent factors: types of meat, the
presence vs. the absence of traceability systems, prices, and distribution channels. A survey was conducted with 114
consumers in Khonkaen. Drawn from study results, traceability systems were identified to be the most influential factor
that determines consumers’ buying interest, followed by prices, and distribution channels, while types of meat (fresh
meat vs. processed-meat products) did not have a significant, direct impact on consumers’ buying interest. However,
types of meat, when interacting with the presence/absence of traceability systems, significantly impacted on consumers’
buying interest. Such a finding is beneficial for implementing the concept of marketing mix and devising a marketing
strategy for meat products.

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meat traceability, marketing mix, conjoint analysis