Consumer Demand and Quality Assurance: Segmentation Basis and Implications for Chain Governance in the Pork Sector

Consumers differ in their demands, and this may have implications for the type of supply chain governance that is most suitable for serving them. We present a segmentation of pork consumers in the EU based on their food-related lifestyles and demands for different pork products. We then present an inventory of pork chain governance and quality management systems, also resulting from a pan-European study, and attempt to match types of chains to consumer segments, arguing that the type of quality demanded by consumers has implications especially for the quality management system governing the chain, and that these implications are different for fresh meat and processed meat. The paper closes with a call for more collaboration between chain researchers and consumer researchers.