Eureka! Institutional Repository

Most of the consumption of veal in Greece is imported from abroad, replacing meat and other foods produced in Greece. Consumer purchasing choices are therefore of particular importance to the rural economy. The purpose of this study is to investigate the consumer buying intentions of veal in Greece. Specifically, the targets investigate the frequency of consumption, the characteristics they prefer, the satisfaction with the product and the conditions of substitution of beef by consumers. To meet the objectives of the research, a primary survey was carried out for which a 37-item questionnaire was designed. The reliability index of the questionnaire was sufficient for the needs of the survey. Regarding the results, the questionnaire was completed by 150 people in East Thessaloniki (96.7% responsiveness), of which 39.3% were men and 60.7% women. The majority of the participants belonged to the age group of 36-50 years and had completed higher education. Results showed that participants buy more than twice per month veal. Shopping is mainly done by women, although meat is mainly consumed by men and children. Participants prefer Greek veal, without adhering to a particular brand, even if they have to pay more, because they consider it to be superior and stable in quality, but also to support the Greek economy. Gender, age, level of education and occupation are factors that are statistically significant in purchasing decisions. It turns out that beef is a key choice for the purchasing public in Greece and therefore its production could increase, provided it is combined with stable and competitive prices and an emphasis on quality production. Cooperatives or producers, as well as Greek beef producers, could take advantage of the results of this market research and increase their profits.