Mexican consumers at the point of meat purchase. Pork choice.

Use of within-consumer preference replication and systematic image manipulation in surveying showed that consumers in four cities across Mexico had similar strategies for pork choice. New surveying tools also determined preferred levels of the characteristics used in the decision-making process. The most important choice criteria were colour (31% chose dark and 21% light red), and fat cover (42% chose lean and 8% fatty). Marbling and drip were less used, but are nevertheless important given that 21% of consumers used three or four characteristics to make their choice. Split colour and marbling preferences and a range of acceptable limits for both, and a preference for the leanest fat cover available were observed. Preferences within the normal range of pork colour, fat cover achieved through trimming and drip countered by an absorbent pad all favour industry practice. Unfortunately, preferences for minimal or no marbling and fat cover likely result in a compromised gustative experience for many Mexican consumers. Crown