Abstract:

Walls Meat Co. Ltd. is currently considering the marketing under its label bacon originating from countries other than the UK. Consumer research was therefore required in order to: 

1. Identify consumers' perceptions of Walls position in the manufactured packaged meat market, with especial reference to whether or not it is seen as an essentially British meat company, and whether it is seen primarily as bacon or as a sausage manufacturer;

2. To establish the imagery of Walls bacon, and its congruence with the more general Walls Company imagery;

3. To elicit reactions to the concept of Walls bacon originating from Holland, Denmark and other countries rather than the UK.