Income-Generating Activities - Action Against Hunger

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Field handbook • Scientific and Technical Department According to the survey, meat is not an impulsive purchase meat product. Among the questions asked the common reply was the following one: “I always decide before coming to store”, in 99% of cases, and only 1% of interviewees take a decision in the store. The frequency of meat purchase is important in analysis, to find out the demand. Most people buy meat quite frequently, 14% of them –everyday, 55% - once or twice in a week. Only 1% buys rarely – once or twice in a year. Consumer preference structure analysis included (a) preference among domestically produced and imported meat and (b) purchasing place. The domestically produced, local meat has the prevalent share of preferences comprising about 73% of responses. This is explained by customers’ preference for buying fresh meat. According to the meat consumers, freshness and price are the most important factors conditioning the purchasing decision. The meat is purchased according to priority in: market, nearby store, specialized store, and supermarket. This is again explained by the customer preference for buying fresh meat. Concerning sausage type, the highest percentage had: “no preference/doesn’t matter” (57%) and “I buy beef” (30%), while in the direct question about buying lamb/mutton sausage, 47% of interviewees think that they will not buy lamb/mutton sausage. 29% Figure 16 How much do you spend on meat in a month more than 7000 AMD 48% Less than 2000 AMD 14% 2000-7000 AMD 38% were not sure if they would buy or not. Only 24% are confident in buying lamb / mutton sausage. To analyze price preference we need to compare month spending of all interviewees on meat with month spending of lamb/mutton user interviewees. Only 48% of customers spend more than 7000 AMD on meat, and 65% of the lamb/mutton users spend that same amount. Most of respondents thought that hygienic conditions and availability of certified meat products in the stores were the best ways to improve the meat supply market. Target group definition: Out of 220 interviewers only 102 people use lamb/mutton. To define target market we separate the analysis taking only lamb/mutton into consideration. Figure L2.2 How much do you spend on meat in a month (lamb/mutton usesrs) more than 7000 AMD 65% 2000-7000 AMD 29% Less than 2000 AMD 6% INCOME GENERATING ACTIVITIES: A KEY CONCEPT IN SUSTAINABLE FOOD SECURTIY 139
➔ The target group demographics, where most of people are between 36 and 51 years old, 64% of them hold a bachelor or masters degree. Most buyers are female. The family size for 53% interviewees is 4-5. Figure L1 Do you use lamb/mutton meat no 54% yes 46% Those who prefer lamb/mutton spend more on meat in a month, than those who prefer another meat. People who buy lamb/mutton mainly prefer local meat and plan purchases before coming to the store. From those who prefer lamb/mutton the ratio of freshness and price in comparing the importance factor of meat purchase is 76 % versus 8 % consequently. It means this target group is not price sensitive since freshness and quality of product is more important. 4. Food Store Sellers Survey Food store sellers’ survey methodology: During the survey 18 interviews with sellers from different food stores of different regions were conducted. Since the amount of interviews had to be limited, the stores were chosen to represent all Yerevan regions. The results are not intended as a quantitative assessment and cannot be statistically projected onto the industry at large. Since the same person did all the interviews, overall impression based on additional information gathered during interviews is presented. Food store sellers’ survey: According to food store sellers it is obvious that the most popular types of meat in the stores are beef, pork and lamb respectively. Figure 35 Where do you get meat for sell The main suppliers for meat are farmers, mediators, and importers. 20 15 10 5 0 farmer intermediary impoter Food store sellers testify that the main reasons of purchasing the meat from specified suppliers are quality, price and availability of certificate of origin. First Second Third Most of interviewee sellers (60%) buy meat for selling everyday to have fresh product available in their stores, while 55% of sellers buy lamb/mutton once a week, and 39% only for holidays. In all cases they prefer local meat versus imported. 140 INCOME GENERATING ACTIVITIES: A KEY CONCEPT IN SUSTAINABLE FOOD SECURTIY
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Field handbook • Scientific and T
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➔ Pages CHAPTER 4: INCOME GENERAT
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Income-Generating Activities - Action Against Hunger

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