Table 3 Segmentation variables based on...

Table 3

Segmentation variables based on geographic, demographic, sociocultural and behavioural characteristics of the study sample (n = 576 respondents)

Description of the area where the respondent lives in urban Punjab and/or the Islamabad capital territory (ICT)	Metropolitan city	472
	Suburb of metropolitan city	60
	Small town	44
Usage rate, i.e. household’s average mutton consumption per week in kilograms (kg)	Less than 1 kg	188
	1–2 kg	231
	2–3 kg	110
	More than 3 kg	47
Place of purchase of mutton/goat meat	Traditional butcher shop	398
	Speciality meat retail store	77
	High-end supermarket	101
Gender of household member who purchases meat	Male	437
Gender of household member who purchases meat	Female	139
Age bracket of the respondent in years	Under 30	382
	30–39	71
	40–49	87
	50–59	29
	60 plus	7
Level of education of household member who purchases meat	Matric* and under	67
	Intermediate and diploma	110
	BA/BSc** and above	399
Total net household income per month (PKR)***	Less than 50,000	100
	50,001 to 100,000	170
	100,001 to 150,000	123
	150,001 to 200,000	80
	More than 200,000	103
Household size	4 or less	172
	5 to 6	287
	7 or more	117

Note(s): *Matriculation, referred to as matric, is the term referring to ten years of schooling in Pakistan

**Undergraduate degree, referred to as BA/BSc offered in college and universities in Pakistan

*** 1USD = 175.2 PKR, Official exchange rate from State Bank of Pakistan on 19 November 2021 when the survey was launched online (State Bank of Pakistan, 2021)

Source(s): Authors’ own work

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