Factors affecting food choice in relation to venison: A South African example

A review of appropriate literature and the perceptions, opinions and preferences of 300 South African consumers resulted in a simplified framework of consumer and market related issues that could influence consumers' preference for wild venison. Consumer-related factors include health considerations, sensory variables, social interactions, familiarity and habit, psychographics and demographics, while the most important market-related issues comprise price, distribution and promotion. An understanding of all these factors is required to better target the promotion of venison as a healthy food choice.