Consumer preferences towards beef cattle in Chile
A study was carried out to evaluate preferences for two cuts, four countries of origin, two forms of presentation, brand and different prices of beef cattle among supermarket buyers in southern Chile, and to distinguish the existence of different market segments, through a survey of 800 people...
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| Publicado en: | Revista de la Facultad de Ciencias Agrarias |
|---|---|
| Autores principales: | , , , , , , |
| Materias: | |
| Acceso en línea: | https://bdigital.uncu.edu.ar/fichas.php?idobjeto=6451 |
| descriptores_str_mv |
Beef cattle Brand Carne Carne bovina Consumer preferences Countries of origin Nombre de marca Países de origen Preferencias del consumidor Preferencias por carne bovina |
|---|---|
| todos_str_mv |
6414 78 Ch_UFr_CPEC Ch_UFr_CPEC eng UdeCh_FCA_DEA UdTalca ULF_FCAyF_DPA ULF_FCAyF_DPA ULF_FCAyF_DPA |
| description_str_mv |
A study was carried out to evaluate
preferences for two cuts, four countries of origin,
two forms of presentation, brand and different
prices of beef cattle among supermarket buyers
in southern Chile, and to distinguish the existence
of different market segments, through a survey
of 800 people. Using a fractional factorial design
for conjoint analysis, it was determined overall
that the origin was more important (44.5%) than
price (20.8%), form of presentation (12.2%),
cut (12.0%) and brand (10.5%), with preference
for Chilean and Argentinean striploin, packaged
on trays, with no brand at medium price. Using
a cluster analysis, three market segments were
distinguished. The largest (52.3%) placed great
importance on origin and preferred the highest
price. The second (27.5%) also valued origin
with the greatest preference for Argentinean
beef, and it was the only group that preferred
the ribeye as the cut. The third (20.5%) placed
the greatest importance on price, and was the
only group that preferred Paraguayan meat.
The segments differed in the importance of
eating meat for their personal well-being. The low
importance of packaging and brand indicates
poorly developed marketing of this product. In order
to properly insert brand beef in the Chilean market,
communication strategies must be implemented
that identify the product with superior quality and
that position the brand in the consumer's mind. Se evaluaron las preferencias hacia dos cortes, cuatro países de origen, dos formas de presentación, marca y distintos precios de carne bovina en compradores de supermercados del sur de Chile, y la existencia de diferentes segmentos de mercado, mediante una encuesta a 800 personas. Mediante análisis conjunto de diseño factorial fraccionado se determinó, en general, que el origen fue más importante (44,5%), que el precio (20,8%), la forma de presentación (12,2%), corte (12,0%) y marca (10,5%), con preferencia por el lomo liso chileno y argentino, envasado en bandejas, sin marca a un precio medio. Mediante análisis cluster se distinguieron tres segmentos de mercado. El mayoritario (52,3%) dio alta importancia al origen y prefirió el precio mayor. El segundo (27,5%) también valoró el origen con la mayor preferencia por la carne argentina y fue el único que prefirió el lomo vetado al corte. El tercero (20,5%) dio mayor importancia al precio, siendo el único que prefirió la carne paraguaya. Los segmentos difirieron en la importancia asignada al consumo de carne para su bienestar personal. La baja importancia del envase y de la marca indica un bajo desarrollo comercial en este producto. Para lograr una adecuada penetración de carne bovina con nombre de marca en el mercado chileno, se deben implementar estrategias comunicacionales que identifiquen el producto con una calidad superior y que posicionen la marca en la mente del consumidor. |
| disciplina_str_mv |
Ciencias agrarias |
| titulo_str_mv |
Consumer preferences towards beef cattle in Chile Preferencias del consumidor hacia la carne bovina en Chile |
| autor_str_mv |
Lobos, Germán Miranda, Horacio Mora, Marcos Orellana, Ligia Schnettler, Berta Sepúlveda, José Sepúlveda, Néstor |
| object_type_str_mv |
Textual: Revistas |
| id |
6451 |
| plantilla_str |
Artículo de Revista |
| record_format |
article |
| container_title |
Revista de la Facultad de Ciencias Agrarias |
| journal_title_str |
Revista de la Facultad de Ciencias Agrarias |
| journal_id_str |
r-78 |
| container_issue |
Revista de la Facultad de Ciencias Agrarias |
| container_volume |
Vol. 46, no. 1 |
| journal_issue_str |
Vol. 46, no. 1 |
| tipo_str |
textuales |
| type_str_mv |
Articulos |
| title_full |
Consumer preferences towards beef cattle in Chile |
| title_fullStr |
Consumer preferences towards beef cattle in Chile Consumer preferences towards beef cattle in Chile |
| title_full_unstemmed |
Consumer preferences towards beef cattle in Chile Consumer preferences towards beef cattle in Chile |
| description |
A study was carried out to evaluate
preferences for two cuts, four countries of origin,
two forms of presentation, brand and different
prices of beef cattle among supermarket buyers
in southern Chile, and to distinguish the existence
of different market segments, through a survey
of 800 people. Using a fractional factorial design
for conjoint analysis, it was determined overall
that the origin was more important (44.5%) than
price (20.8%), form of presentation (12.2%),
cut (12.0%) and brand (10.5%), with preference
for Chilean and Argentinean striploin, packaged
on trays, with no brand at medium price. Using
a cluster analysis, three market segments were
distinguished. The largest (52.3%) placed great
importance on origin and preferred the highest
price. The second (27.5%) also valued origin
with the greatest preference for Argentinean
beef, and it was the only group that preferred
the ribeye as the cut. The third (20.5%) placed
the greatest importance on price, and was the
only group that preferred Paraguayan meat.
The segments differed in the importance of
eating meat for their personal well-being. The low
importance of packaging and brand indicates
poorly developed marketing of this product. In order
to properly insert brand beef in the Chilean market,
communication strategies must be implemented
that identify the product with superior quality and
that position the brand in the consumer's mind. |
| dependencia_str_mv |
Facultad de Ciencias Agrarias |
| title |
Consumer preferences towards beef cattle in Chile |
| spellingShingle |
Consumer preferences towards beef cattle in Chile Beef cattle Brand Carne Carne bovina Consumer preferences Countries of origin Nombre de marca Países de origen Preferencias del consumidor Preferencias por carne bovina Lobos, Germán Miranda, Horacio Mora, Marcos Orellana, Ligia Schnettler, Berta Sepúlveda, José Sepúlveda, Néstor |
| topic |
Beef cattle Brand Carne Carne bovina Consumer preferences Countries of origin Nombre de marca Países de origen Preferencias del consumidor Preferencias por carne bovina |
| topic_facet |
Beef cattle Brand Carne Carne bovina Consumer preferences Countries of origin Nombre de marca Países de origen Preferencias del consumidor Preferencias por carne bovina |
| author |
Lobos, Germán Miranda, Horacio Mora, Marcos Orellana, Ligia Schnettler, Berta Sepúlveda, José Sepúlveda, Néstor |
| author_facet |
Lobos, Germán Miranda, Horacio Mora, Marcos Orellana, Ligia Schnettler, Berta Sepúlveda, José Sepúlveda, Néstor |
| title_sort |
Consumer preferences towards beef cattle in Chile |
| title_short |
Consumer preferences towards beef cattle in Chile |
| url |
https://bdigital.uncu.edu.ar/fichas.php?idobjeto=6451 |
| estado_str |
3 |
| building |
Biblioteca Digital |
| filtrotop_str |
Biblioteca Digital |
| collection |
Artículo de Revista |
| institution |
Sistema Integrado de Documentación |
| indexed_str |
2023-04-25 00:37 |
| _version_ |
1764120276557103104 |
