Morales, L Emilio

Griffith, Garry

Wright, Victor

Fleming, Euan

Umberger, Wendy

Hoang, Nam

2013

Australian beef consumers have different preferences given their characteristics and the effect on expected quality of cues related to health, production process and eating experience. Beef brands using Meat Standards Australia (MSA) grades can help to signal quality and reduce consumers' uncertainty when shopping. The objective of this study is to identify the characteristics of beef buyers and their perceptions about product attributes that affect the propensity to buy branded beef. Binary logistic models were applied identifying differences between all respondents and the potential target market, including buyers in medium to high income segments, and between buyers in the target market who would buy branded beef for taste and health reasons. Variables increasing the propensity to buy branded beef include previous experience, appreciation for branded cuts and concern about quality more than size. Finally, variations in preferences for marbling and cut were found between buyers who would buy branded beef for taste and health reasons.

Meat Science, 94(2), p. 239-246

1873-4138

0309-1740

https://hdl.handle.net/1959.11/12689

en

Elsevier BV

Variables affecting the propensity to buy branded beef among groups of Australian beef buyers

Journal Article

Publication