Beef consumer segment profiles based on information source usage in Poland
| Autor: | Jerzy Wierzbicki, Zuzanna Pieniak, Krystyna Gutkowska, Sylwia Żakowska-Biemans, Katarzyna Cieszyńska, Małgorzata Kosicka-Gębska, Marta Sajdakowska |
|---|---|
| Rok vydání: | 2016 |
| Předmět: |
0301 basic medicine
Adult Male Adolescent Databases Factual media_common.quotation_subject Choice Behavior 03 medical and health sciences Food Preferences Young Adult Market segmentation Sociobiology Surveys and Questionnaires Food Quality Animals Cluster Analysis Humans Quality (business) Marketing Beef consumption media_common 030109 nutrition & dietetics Consumer Behavior Middle Aged Red Meat Consumer Product Safety Taste Information source Cattle Female Business Poland Decision process Food Science |
| Zdroj: | Meat science. 124 |
| ISSN: | 1873-4138 |
| Popis: | The main aim of this study was to identify market segments based on consumers' usage of information sources about beef and to investigate whether the use of information sources was associated with the type of information consumers were searching for, factors guiding their decision processes to buy beef and motives related to beef consumption. Data were collected in 2014 through a self-administered survey of 501 regular beef consumers. Three distinct clusters were identified: Enthusiast (38.5%), Conservative (43.1%) and Ultra Conservative (18.4%). This study revealed that culinary and personal sources of information on beef were the most frequently used. Taste, perceived healthiness and suitability to prepare many dishes were reported as primary motives to eat beef. These results show that communication channels such as culinary programs and opportunities provided by the development of labelling systems to guarantee beef quality should be considered when developing policies and strategies to increase beef consumption in Poland. |
| Databáze: | OpenAIRE |
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