Dublin consumers and pork: attitudes to quality Available to Purchase

There has been an increase in the consumption of pork in recent years. Reports on a survey of the attitudes of Dublin consumers to pork. Identifies the quality factors which consumers consider when purchasing and eating pork, in particular pork chops. Determines the relative importance of these factors and ascertains consumer attitudes to the quality of pork available. Examines the responses of different market segments. Finds that most consumers are happy with the quality of available pork, and leanness is by far the most important quality factor for consumers when buying pork chops. Marbling should not be visible. Identifies tenderness and flavour as the most important attributes of the eating quality of pork chops. Juiciness was the third most important eating quality factor and many consumers perceived pork to be dry. Suggests that the production of leaner meat must observe any effects that proposed changes in procedure may have on these eating quality attributes. Concludes that payment systems should reflect the consumer demand for leanness, and ways of payment that reflect consumer needs in tenderness and flavour also need to be developed. Finds that, in relation to market segments, males and the ABC1 socio‐economic group were more likely to be satisfied with the tenderness of pork chops than females or consumers from other socio‐economic groups.