To survey Chinese consumers"e opinion on buying pork, questionnaire was distributed through Wechat®
(Tancent Inc., Shenzhen, China) and QQ® (Tancent Inc., Shenzhen, China) applications or given to people walking
by the street in April 2019. From total 400 voluntary respondents, majority of participants were females,
age between 21-30 years old, married, having family strength of 2-5 persons, students, currently enrolled or
graduated with bachelor"es degree, having salary of less than CNY 3,000, and did not have any health problem.
Being their most favorite meat, pork was consumed more than 9 times per month. The most popular cut of
pork was loin. The most preferred place to buy pork was community markets. The "premium quality pork"
was determined by following attributes in descending order 1) nutritious, 2) safe, 3) high price, 4) sound and
delicious, 5) organic origin, and 6) animal welfare. The descending crucial determinants of "safe pork" were
1) place of selling, 2) brand, 3) farm, and 4) advertisement. Purchase of expensive pork was influenced by
1) safe approved label, 2) brand, 3) delicious, 4) advertisement, 5) fresh and clean appearance, and
6) research guarantee. Safe and hygienic ready-to-eat-pork products selling at a convenient location would be the
best option for these customers at Beibei District, Chongqing, People"es Republic of China.