Meat Labeling and Factors Affecting its Demand in Tehran

Abstract
Because of increasing in consumer awareness about health, safety and food hygiene, and requiring manufacturers to provide the nutritional profile of the product in labeling issue, especially in developed countries, labeling should be considered. So, the present study in dedicated to the investigate factors affecting consumer in packaged meat in Tehran has been allocated to the information label and brand .Sample data through a survey is achieved with a questionnaire to a sample of 150 persons, and referring to the chain stores in the spring of 2011. Since the two dependent variables (attention to the tagged information and brand) are qualitative and classified variables, in order to analyze the information, polynomial logit model is used. The results showed that the effect of educational level and location variables on attention to the label information is positive and significant but the effect of family size is negative and significant .Income, Price, education level showed positive and significant effect on the attention to the brand. However, the family size variable has significant negative effect on it. Based on the results, informing and training of people in the southern areas of Tehran and also price adjustment by using different methods, can be effective factors to increase consumer interest in brands.
JEL Classification: Q11, Q13, Q14

Keywords:
Labeling, Polynomial Logit Model, Marketing, Meat