Determinants of red meat consumption in Qatar: implications for red meat supply chains

Abstract

The rising income and population in Qatar have led to an increase in the consumption of red meat. However, the supply side of a red meat supply chain is located outside the country with little control over supply chain (SC) transparency. Extant literature suggests that colour, safety, and nutritional value are essential attributes of red meat. However, studies related to their impact on consumer choices and SC is limited. This research explores the parameters that determine household consumption of red meat and uses the analytic hierarchy process (AHP) approach to prioritise the most-important parameters that influence red meat consumption for Qatari and non-Qatari customers indicating significant differences. Qatari nationals consider nutrition as an important attribute, while non-Qatari consumers consider price as an important attribute in their purchase decision. The results would be helpful for managers of red meat SCs to improve transparency and revisit their strategies for the supply of red meat to Qatar.