A Nutrition Comparison Strategy on Bison Marketing: Do Consumers Really Care?

行銷北美牛肉的營養比較策略：消費者真的在意嗎？

Bison has the leanest and the highest nutritional value among commercial meat products. Marketers often apply a nutrition comparison (NC) table as a promoting strategy to highlight the distinguishing features of bison meat. However, do consumers really buy it because of the NC information? A total of 2,644 meat consumers were surveyed in the Ohio River Valley region, including Illinois, Indiana, Ohio, Kentucky, and Tennessee. Results indicate that consumers, especially for those who originally didn't know the benefits of bison nutrition, are significantly influenced by the NC table. Implications from this study suggest that enhancing consumers' bison nutrition knowledge, especially for those who originally don't know the benefits of bison nutrition, would increase bison meat sales.

在許多商業肉產品中，北美野牛肉有最精的瘦肉以及有非常高的營養 價值，許多行銷人員經常採用營養價值比較表作為推廣策略以強調北美野 牛肉的特殊特色。然而消費者真的會買北美野牛肉的原因是因為這個營養 價值比較表的資訊提供嗎？總共有 2,644 位有在吃肉的消費者接受調查訪 問，這些消費者主要來自美國俄亥俄河谷地區，包含：伊利諾州、印第安 那州、俄亥俄州、肯塔基州以及田納西州。研究結果顯示尤其是那些尚未 得知北美野牛肉營養益處的消費者是顯著性會被營養價值比較表所影響， 本研究意涵建議顯示提升消費者對北美野牛肉的營養知識能提升該其銷 售，尤其該針對那些還不知道有關北美野牛肉營養益處的消費者為主要推 廣目標。