Unveiling game meat: an analysis of marketing mix and consumer preferences for a forest ecosystem product

Result code in IS VaVaI

<a href="https://www.isvavai.cz/riv?ss=detail&h=RIV%2F00027073%3A_____%2F24%3AN0000058" target="_blank" >RIV/00027073:_____/24:N0000058 - isvavai.cz</a>

Result on the web

<a href="https://www.frontiersin.org/journals/sustainable-food-systems/articles/10.3389/fsufs.2024.1463806/full" target="_blank" >https://www.frontiersin.org/journals/sustainable-food-systems/articles/10.3389/fsufs.2024.1463806/full</a>

DOI - Digital Object Identifier

<a href="http://dx.doi.org/10.3389/fsufs.2024.1463806" target="_blank" >10.3389/fsufs.2024.1463806</a>

Result language

angličtina

Original language name

Unveiling game meat: an analysis of marketing mix and consumer preferences for a forest ecosystem product

Original language description

This study explores the dynamics of the game meat market, with a particular focus on venison and wild boar meat, to assess the impact of a nuanced marketing mix and strategy grounded in a comprehensive customer analysis. By conducting three pivotal research studies—namely, the Omnibus Survey (2022) and Consumer Market Analysis Polls (2021 and 2023)—and analysing their data, this research comprehensively analyses buyers’ preferences, motivations, and purchasing patterns. This paper is guided by three research questions aimed at examining the relationship between the game meat consumption and engagement in forest ecosystem services, including forest visitation, the sociodemographic characteristics of consumers and the criteria for market segmentation. The analysis focuses on identifying factors influencing the game meat consumption and examines how these factors may influence consumer behavior over time. It also explores the implications for the development of marketing strategies, based on Michael E. Porter’s approach, which is discussed in detail. Additionally, the research evaluates the role of game meat within the context of forest ecosystem services, its contribution to forest reforestation initiatives, and its relevance in the formulation of forest policy. This examination highlights the dual nature of game meat as both a market commodity and a critical element in ecosystem management and policy frameworks, seeking to harmonize the economic and ecological objectives.

Czech name

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Czech description

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Type

J_imp - Article in a specialist periodical, which is included in the Web of Science database

CEP classification

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OECD FORD branch

21101 - Food and beverages

Project

—

Continuities

I - Institucionalni podpora na dlouhodoby koncepcni rozvoj vyzkumne organizace

Publication year

2024

Confidentiality

S - Úplné a pravdivé údaje o projektu nepodléhají ochraně podle zvláštních právních předpisů

Name of the periodical

Frontiers in Sustainable Food Systems

ISSN

—

e-ISSN

2571-581X

Volume of the periodical

8

Issue of the periodical within the volume

OCT 31 2024

Country of publishing house

CH - SWITZERLAND

Number of pages

13

Pages from-to

1463806

UT code for WoS article

001353568600001

EID of the result in the Scopus database

2-s2.0-85209406386