Effect of meat appearance on South Korean consumers' choice of pork chops determined by image methodology

The effect of appearance characteristics of fresh pork on Korean consumers' preferences was assessed using images of pork chops. Consumers (1015) in six provinces selected their preferred chop from 16 images modified systematically to give two levels each of fat cover, color, marbling and drip. Meat color was the most important characteristic; similar numbers of consumers chose the dark and light red meat colored pork. Almost two-thirds of the consumers chose consistently the option without drip. A strong characteristic was that almost half of the Korean consumers chose the marbled pork, although fat cover was not an important selection criterion. Similar preferences were observed on a regional basis, except for color, which varied according to region. More female, particularly the married ones, than male consumers preferred the light red, no drip and marbled options.