Consumer Perceptions of a Lamb Meat Communication Campaign: A Qualitative Study

Uldemolins, Pilar; Maza, María T.; Aldama, Sara

doi:10.22004/ag.econ.309032

Cited by 1 publication

(1 citation statement)

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“…Focus groups have become an important and reliable research tool in recent years that can lead to a more precise formulation of research questions [ 36 , 37 , 38 , 39 , 40 , 41 , 42 ].…”

Section: Methodsmentioning

confidence: 99%

An Exploratory Study of the Purchase and Consumption of Beef: Geographical and Cultural Differences between Spain and Brazil

Magalhães

Maza

Prado

et al. 2022

Foods

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Beef consumption and production in Spain and Brazil are different with the consumption of beef in Brazil being three times higher than in Spain. In addition, there are variations in the economic value of production and in the traceability system. Therefore, the aim of this research was to understand the purchasing and consumption patterns using the customer behavior analysis technique of focus groups, which analyzed motivations for the consumption of beef, classifying their preferences by the intrinsic and extrinsic attributes at the time of purchase. The key aspect of the consumption of beef, both for Spanish and Brazilian consumers, was personal satisfaction/flavor. Spanish consumers were more conscious than Brazilians of the beneficial and harmful qualities that meat provides. The presence of fat was the factor that most restricted intake in both countries. The most important intrinsic attributes for Spanish and Brazilian consumers were the visual aspects of the meat: color, freshness, and the quantity and disposition of fat. The most important extrinsic characteristics were the price and expiration date. Spanish consumers see packaged meat as convenient and safe, although it is considered by Brazilians to be over-manipulated. The traceability certification on the label provides credibility to the product for the Spanish but only partially for Brazilians.

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“…Focus groups have become an important and reliable research tool in recent years that can lead to a more precise formulation of research questions [ 36 , 37 , 38 , 39 , 40 , 41 , 42 ].…”

Section: Methodsmentioning

confidence: 99%