A survey on the consumption pattern and consumer`s attitude to fresh meat quality under current marketing system was conducted to delineate the future direction of marketing system improvement. A total of 1,006 households residing in Seoul, Taegu and Cheonan was surveyed by questionaire. 1) The average monthly fresh meat consumption was 4.6 Geun per household and a large difference in total meat consumption was noted among different income levels. Seventy-three percent of households with monthly income less than 100,000won consumed less than 3 Geun per month, 50% of households between 100,000 and 200,000 won consumed 3-S Geun; whereas 40% of households with monthly income of more than 500,000 won consumed more the, 10 Geun. 2) The average consumers purchased fresh meat primarily from retail meat shops (60%) and supermarkets (30%), and 9% of Seoul residents from Agricultural co - op stores. Forty - five percent of consumers expressed that the quality of fresh meat was so variable that they could not expect the same quality at every time of purchasing. This strongly indicated that the marketing system should be improved to give satisfaction to consumers. 3) Eighty percent of participants preferred graded and prepackaged beef, 60% of participants wanted to purchase well-trimmed pork, and only 34% of consumers preferred ready-to-cook broilers which were dressed in the processing plant. These results indicated the necessities of improvement in fabrication of retail meat cuts along with the consumer education.