title: Variables affecting the propensity to buy branded beef among groups of Australian beef buyers.
abstract: 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.
authors.affiliation: UNE Business School, University of New England, Armidale, Australia. emilio.morales@une.edu.au
authors.forename: L Emilio
authors.initials: LE
authors.lastname: Morales
authors.forename: Garry
authors.initials: G
authors.lastname: Griffith
authors.forename: Victor
authors.initials: V
authors.lastname: Wright
authors.forename: Euan
authors.initials: E
authors.lastname: Fleming
authors.forename: Wendy
authors.initials: W
authors.lastname: Umberger
authors.forename: Nam
authors.initials: N
authors.lastname: Hoang
mesh_terms: D000293:Adolescent; D000328:Adult; D000368:Aged; D000818:Animals; D001315:Australia; D002417:Cattle; D003132:Commerce; D003258:Consumer Behavior; D003625:Data Collection; D005260:Female; D018857:Food Packaging; D006801:Humans; D008297:Male; D008460:Meat / Q000191:economics*; D008875:Middle Aged; D011795:Surveys and Questionnaires; D013649:Taste; D055815:Young Adult