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

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dc.contributor.authorMorales, L.
dc.contributor.authorGriffith, G.
dc.contributor.authorWright, V.
dc.contributor.authorFleming, E.
dc.contributor.authorUmberger, W.
dc.contributor.authorHoang, N.
dc.date.issued2013
dc.description.abstractAustralian 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.
dc.description.statementofresponsibilityL. Emilio Morales, Garry Griffith, Victor Wright, Euan Fleming, Wendy Umberger, Nam Hoang
dc.identifier.citationMeat Science, 2013; 94(2):239-246
dc.identifier.doi10.1016/j.meatsci.2013.02.005
dc.identifier.issn0309-1740
dc.identifier.issn1873-4138
dc.identifier.orcidUmberger, W. [0000-0003-4159-7782]
dc.identifier.urihttp://hdl.handle.net/2440/79243
dc.language.isoen
dc.publisherElsevier Sci Ltd
dc.rightsCopyright © 2013 Elsevier Ltd. All rights reserved.
dc.source.urihttps://doi.org/10.1016/j.meatsci.2013.02.005
dc.subjectBranded beef
dc.subjectConsumer preferences
dc.subjectPropensity to buy
dc.subjectDiscrete choice analysis
dc.subjectLogistic regression
dc.titleVariables affecting the propensity to buy branded beef among groups of Australian beef buyers
dc.typeJournal article
pubs.publication-statusPublished

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