Short answer
Design and market game meat products by tailoring your approach to distinct consumer segments: 'lovers' for premium offerings, 'occasional' for accessible options, and understanding the 'averse' to potentially shift perceptions or avoid alienating them.
- Field
- Innovation & Markets
- Source
- Sustainability (2025)
- Method
- Quantitative Survey Research
- Sample
- 603 participants
- Evidence
- Strong effect
Understanding distinct consumer segments based on attitudes towards game meat is crucial for developing effective marketing strategies. This innovation & markets research insight is drawn from a 2025 study published in Sustainability. Using Quantitative survey research with 603 participants, researchers explored how this design variable affects real-world outcomes. The key design takeaway: Design and market game meat products by tailoring your approach to distinct consumer segments: 'lovers' for premium offerings, 'occasional' for accessible options, and understanding the 'averse' to potentially shift perceptions or avoid alienating them.
Targeted Marketing for Game Meat: Three Distinct Consumer Segments Identified
Understanding distinct consumer segments based on attitudes towards game meat is crucial for developing effective marketing strategies.
Sustainability · 2025
Key Findings
- 01Three distinct consumer segments were identified: game meat lovers, occasional consumers, and those averse to game meat.
- 02These segments differed significantly in their consumption habits, attitudes towards hunting, hunting experience, and demographic profiles.
- 03Attitudes towards game meat were a primary driver for segmentation.
Application
Design takeaway
Design and market game meat products by tailoring your approach to distinct consumer segments: 'lovers' for premium offerings, 'occasional' for accessible options, and understanding the 'averse' to potentially shift perceptions or avoid alienating them.
How to apply
Conduct market research to identify similar consumer segments for your product. Develop distinct value propositions and marketing messages for each segment.
Project actions
- 01When researching a new product, consider how different groups of people might react to it.
- 02Use surveys to understand customer attitudes and behaviors to inform your design and marketing choices.
Method & Evidence
Variables
Strengths & Limitations
Strengths
- +Clear identification of distinct consumer segments.
- +Links attitudes to behavior and demographics.
Limitations
The survey was online, which might exclude people without internet access. Also, the results are specific to Croatia and might not apply everywhere.
Reliability & validity
The study's reliability would be supported by consistent results if replicated. Validity is supported by the clear differentiation between segments based on multiple factors.
Think critically
How might the 'averse' consumer segment be influenced by design choices related to packaging, sourcing information, or preparation suggestions, rather than just marketing messages?
Design Principles
"Market segmentation allows for the precise targeting of consumer needs and preferences, leading to more efficient and effective product launches and marketing efforts."
By segmenting the market, businesses can tailor their product offerings, messaging, and distribution channels to resonate with specific consumer groups, thereby increasing market penetration and sales for niche products like game meat.
What This Means for Your Design
This study shows that people have very different feelings about eating game meat. By figuring out who likes it, who eats it sometimes, and who doesn't like it at all, companies can create better ads and products for each group.
How to use in your project
- 1.Use this research to justify a market segmentation approach in your design project, explaining how understanding different user groups can lead to better design decisions.
Add to My Project
Quick Cite
Paragraph starter
This research highlights the importance of market segmentation in understanding consumer behavior. By identifying distinct groups, such as 'game meat lovers,' 'occasional consumers,' and 'consumers averse to game meat,' based on their attitudes and experiences, businesses can develop more targeted and effective strategies. This approach is valuable for any design project aiming to launch a new product or enter a new market, as it allows for a deeper understanding of potential user groups and their specific needs and preferences.
Source
Sustainability
Investigating Consumer Attitudes About Game Meat: A Market Segmentation Approach
journal · 2025
View sourceQuestions About This Research
- What does the research say about targeted marketing for game meat: three distinct consumer segments identified?
- Design and market game meat products by tailoring your approach to distinct consumer segments: 'lovers' for premium offerings, 'occasional' for accessible options, and understanding the 'averse' to potentially shift perceptions or avoid alienating them. Evidence: Sustainability (2025).
- Why does "Targeted Marketing for Game Meat: Three Distinct Consumer Segments Identified" matter for design?
- By segmenting the market, businesses can tailor their product offerings, messaging, and distribution channels to resonate with specific consumer groups, thereby increasing market penetration and sales for niche products like game meat.
- How can designers apply this research?
- Design and market game meat products by tailoring your approach to distinct consumer segments: 'lovers' for premium offerings, 'occasional' for accessible options, and understanding the 'averse' to potentially shift perceptions or avoid alienating them.
- What were the main findings?
- Three distinct consumer segments were identified: game meat lovers, occasional consumers, and those averse to game meat.. These segments differed significantly in their consumption habits, attitudes towards hunting, hunting experience, and demographic profiles.. Attitudes towards game meat were a primary driver for segmentation.
- What research method was used?
- Quantitative Survey Research with 603 participants.
- How strong is the evidence?
- Evidence strength is rated Strong effect, based on a 2025 journal from Sustainability.
- What should I do differently in my next project?
- Conduct market research to identify similar consumer segments for your product. Develop distinct value propositions and marketing messages for each segment.
- What are the limitations?
- The study was conducted in Croatia, and findings may not be directly generalizable to other cultural contexts or markets with different hunting traditions and meat consumption patterns.