Segmentation of the buffalo meat consumer market in Belém, Pará, Brazil
| Autor: | José de Brito Lourenço Júnior, Ricardo Pedroso Oaigen, Cristiane Soares Simon Marques, Carina Martins de Moraes, Marcos Antônio Souza dos Santos, Isis Abel |
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| Jazyk: | angličtina |
| Rok vydání: | 2016 |
| Předmět: |
Leverage (finance)
Consumidores food and beverages 04 agricultural and veterinary sciences 040401 food science Sensory analysis consumers Tenderness buffalo meat Agricultural science 0404 agricultural biotechnology Geography Market segmentation Carne de búfalo medicine CIENCIAS AGRARIAS::CIENCIA E TECNOLOGIA DE ALIMENTOS [CNPQ] Marital status Household income Animal Science and Zoology Análise de cluster Wine tasting medicine.symptom Buffalo meat cluster analysis |
| Zdroj: | Revista Brasileira de Zootecnia, Volume: 45, Issue: 6, Pages: 336-344, Published: JUN 2016 Revista Brasileira de Zootecnia v.45 n.6 2016 Revista Brasileira de Zootecnia Sociedade Brasileira de Zootecnia (SBZ) instacron:SBZ Repositório Institucional da UFPA Universidade Federal do Pará (UFPA) instacron:UFPA |
| Popis: | The objective of this study was to identify different market segments for buffalo meat with target groups defined in the city of Belém, Pará, Brazil. Paired samples of beef and buffalo meat were given to 447 volunteers, and a sensory analysis of the products was conducted. After the tasting, a questionnaire was administered to obtain demographic (age, educational level, marital status) and economic (household income) data as well as information on the habits of respondents and preferences regarding buffalo meat. The factors were estimated using the principal components method and the factors with characteristic roots greater than one were extracted. To check the suitability of the factorial model, Bartlett’s sphericity test and the Kaiser-Meyer-Olkin (KMO) test were used. A factor analysis was performed, identifying five factors with common variability dimensions. The study has helped identify four distinct market segments which, combined with a targeted marketing strategy, can be used to leverage the productive chain: I - Young and interested, II - Mixed and indifferent, III - Graduates and successful, and IV - Healthy women. All had positive responses to buffalo meat; clusters I and III stood out with regard to several indicators, especially those related to the preference for buffalo meat and the predisposition to purchase and include it in meals. The sensory analysis indicated that consumers showed a greater acceptance of buffalo meat based on the characteristics of flavour, colour, succulence and tenderness. The study helps to identify market segments with distinct features that, combined with a targeted marketing strategy, can be used to leverage the supply chain. |
| Databáze: | OpenAIRE |
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