摘要：Consumer confidence in sales channels is essential factor in decision making purchase process, and knowing of factors influencing consumer confidence is of great importance to stakeholders on the supply side. The purpose of this study was to examine the influence of sociodemographic characteristics of respondents and their inventory satisfaction on consumer confidence in fresh meat from two sales channels, butchery and supermarket. Also, it was explored the influence of consumer confidence in fresh meat from butcheries and fresh meat from supermarkets on choice of usual fresh meat purchase place. The survey results showed that respondents from town have more confidence in butcheries and supermarkets when they purchase fresh meat, than respondents from countryside. Respondents that are more satisfied with fresh meat inventory, have more confidence in both sales channels explored in this study. The research results showed that with the increase of confidence in sales channels, also increases the probability of choosing these sales channeles as usual fresh meat purchase place. This study provided useful information for marketers in the meat sector.
