Which are the Signs of a Tender and Tasty Beef? Analysis of Beef ´S Attributes that, at the Moment of Purchase, Signal Benefits most Desired by Consumer
Autor(a) principal: | |
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Data de Publicação: | 2018 |
Outros Autores: | , , |
Tipo de documento: | Artigo |
Idioma: | por |
Título da fonte: | REMark - Revista Brasileira de Marketing |
Texto Completo: | https://periodicos.uninove.br/remark/article/view/12451 |
Resumo: | Objective: The purpose of this article is to analyze how consumers use meat attributes to evaluate different alternatives, as clues that form expectations about beef benefits and quality. Method: A survey was conducted using an online questionnaire sent to a database of 14,795 potential respondents from Brazil, resulting in 499 valid responses coming from all different regions. Data analysis focused the interdependence between attributes and the most important benefits by means of Pearsons correlations. Multiple linear regressions were also performed, considering each attribute as an independent variable and the benefits as dependent ones in order to assess the degree to which each attribute signals a particular benefit to the consumer. Originality/Relevance: The research intended to go beyond the isolate attributes and benefits ranking, studying relations between the two variables. The intent was to look for empirical evidence of the theoretical relationship between the perceived valued attributes and the expected benefits. Results: The results showed that average consumer perception of beef quality is very concentrated on basic aspects such as color, aroma, expiration date, date of manufacture, inspections label. More elaborate features, such as marbling and branding, are seldom cues for quality. Flavor and softness, considered the most desired benefits, have no correlation with each other, which indicates that the consumer is not willing to give up either. The results suggest that pleasure derived from consumption prevails over concerns about health or the environment as most desired benefit. Theoretical/Methodological Contributions: Results suggest that the attributes evoked by consumers before beef purchase do not always present a high predictive value on experienced quality, which may cause consumer dissatisfaction. |
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Which are the Signs of a Tender and Tasty Beef? Analysis of Beef ´S Attributes that, at the Moment of Purchase, Signal Benefits most Desired by ConsumerQuais os Sinais de Carne Macia e Saborosa? Análise dos Atributos da Carne Bovina que, no Momento da Compra, Melhor Sinalizam os Benefícios mais Desejados pelo ConsumidorFood Quality Perception. Consumer Behavior. Attributes. Benefits.Percepção de Qualidade de Alimentos. Comportamento do Consumidor. Atributos. Benefícios.Objective: The purpose of this article is to analyze how consumers use meat attributes to evaluate different alternatives, as clues that form expectations about beef benefits and quality. Method: A survey was conducted using an online questionnaire sent to a database of 14,795 potential respondents from Brazil, resulting in 499 valid responses coming from all different regions. Data analysis focused the interdependence between attributes and the most important benefits by means of Pearsons correlations. Multiple linear regressions were also performed, considering each attribute as an independent variable and the benefits as dependent ones in order to assess the degree to which each attribute signals a particular benefit to the consumer. Originality/Relevance: The research intended to go beyond the isolate attributes and benefits ranking, studying relations between the two variables. The intent was to look for empirical evidence of the theoretical relationship between the perceived valued attributes and the expected benefits. Results: The results showed that average consumer perception of beef quality is very concentrated on basic aspects such as color, aroma, expiration date, date of manufacture, inspections label. More elaborate features, such as marbling and branding, are seldom cues for quality. Flavor and softness, considered the most desired benefits, have no correlation with each other, which indicates that the consumer is not willing to give up either. The results suggest that pleasure derived from consumption prevails over concerns about health or the environment as most desired benefit. Theoretical/Methodological Contributions: Results suggest that the attributes evoked by consumers before beef purchase do not always present a high predictive value on experienced quality, which may cause consumer dissatisfaction.Objetivo: analisar como os consumidores usam os atributos da carne bovina, durante a avaliao das alternativas, no momento da compra, para formar expectativas acerca da sua qualidade e dos benefcios decorrentes da mesma. Mtodo: A Realizou-se uma pesquisa quantitativa (survey), com o uso de questionrios online, enviados a uma base de 14.795 respondentes, espalhados por todas as regies do Brasil, resultando em 499 questionrios vlidos. Na anlise dos dados, explorou-se a interdependncia, via correlaes (Coeficiente de Pearson) das variveis estudadas (atributos e benefcios). Tambm foram realizadas regresses lineares mltiplas, considerando cada atributo como varivel independente e os benefcios como variveis dependentes, de modo a avaliar a capacidade de predio de cada atributo. Originalidade/Relevncia: Pretendeu-se ir alm do ranking de atributos e benefcios, estudando as possveis relaes entre as duas variveis, ou seja, a pesquisa buscou evidncias empricas para a relao terico-conceitual entre os atributos percebidos e os benefcios esperados. Resultados: A percepo da qualidade da carne, pelo consumidor mdio, ainda est muito concentrada em aspectos bsicos, como cor, aroma, data de validade, data de fabricao, selo SIF. Caractersticas mais elaboradas, como marmoreio e marca, nem sempre so percebidas. Sabor e maciez, os benefcios mais desejados, no tm correlao entre si, o que indica que o consumidor no est disposto a abrir mo de nenhum dos dois. Os resultados sugerem que o prazer mesa prevalece em relao s preocupaes com a sade ou o meio ambiente. Contribuies tericas/metodolgicas: Os resultados revelaram que os atributos evocados pelo consumidor antes da compra da carne bovina nem sempre apresentam alto valor preditivo da qualidade experimentada, podendo gerar insatisfao. Universidade Nove de Julho - Uninove2018-09-10info:eu-repo/semantics/articleinfo:eu-repo/semantics/publishedVersionAvaliado por ParesPeer-reviewed Articleapplication/pdfhttps://periodicos.uninove.br/remark/article/view/1245110.5585/remark.v17i4.3758ReMark - Revista Brasileira de Marketing; v. 17, n. 4 (2018): Outubro - Dezembro; 487-5012177-5184reponame:REMark - Revista Brasileira de Marketinginstname:Universidade Nove de Julho (UNINOVE)instacron:RBMporhttps://periodicos.uninove.br/remark/article/view/12451/6010Direitos autorais 2019 Revista Brasileira de Marketing – Remarkinfo:eu-repo/semantics/openAccessGarcia, Sheila Farias AlvesCarvalho, Dirceu Tornavoi deMiranda, Cláudio de SouzaBosco, Bianca Rose Monteiro2019-02-27T02:18:03Zoai:https://periodicos.uninove.br:article/12451Revistahttps://periodicos.uninove.br/remarkPRIhttps://periodicos.uninove.br/remark/oaiclaudiaraac@uol.com.br || admin@revistabrasileiramarketing.org || admin@revistabrasileiramarketing.org2177-51842177-5184opendoar:2019-02-27T02:18:03REMark - Revista Brasileira de Marketing - Universidade Nove de Julho (UNINOVE)false |
dc.title.none.fl_str_mv |
Which are the Signs of a Tender and Tasty Beef? Analysis of Beef ´S Attributes that, at the Moment of Purchase, Signal Benefits most Desired by Consumer Quais os Sinais de Carne Macia e Saborosa? Análise dos Atributos da Carne Bovina que, no Momento da Compra, Melhor Sinalizam os Benefícios mais Desejados pelo Consumidor |
title |
Which are the Signs of a Tender and Tasty Beef? Analysis of Beef ´S Attributes that, at the Moment of Purchase, Signal Benefits most Desired by Consumer |
spellingShingle |
Which are the Signs of a Tender and Tasty Beef? Analysis of Beef ´S Attributes that, at the Moment of Purchase, Signal Benefits most Desired by Consumer Garcia, Sheila Farias Alves Food Quality Perception. Consumer Behavior. Attributes. Benefits. Percepção de Qualidade de Alimentos. Comportamento do Consumidor. Atributos. Benefícios. |
title_short |
Which are the Signs of a Tender and Tasty Beef? Analysis of Beef ´S Attributes that, at the Moment of Purchase, Signal Benefits most Desired by Consumer |
title_full |
Which are the Signs of a Tender and Tasty Beef? Analysis of Beef ´S Attributes that, at the Moment of Purchase, Signal Benefits most Desired by Consumer |
title_fullStr |
Which are the Signs of a Tender and Tasty Beef? Analysis of Beef ´S Attributes that, at the Moment of Purchase, Signal Benefits most Desired by Consumer |
title_full_unstemmed |
Which are the Signs of a Tender and Tasty Beef? Analysis of Beef ´S Attributes that, at the Moment of Purchase, Signal Benefits most Desired by Consumer |
title_sort |
Which are the Signs of a Tender and Tasty Beef? Analysis of Beef ´S Attributes that, at the Moment of Purchase, Signal Benefits most Desired by Consumer |
author |
Garcia, Sheila Farias Alves |
author_facet |
Garcia, Sheila Farias Alves Carvalho, Dirceu Tornavoi de Miranda, Cláudio de Souza Bosco, Bianca Rose Monteiro |
author_role |
author |
author2 |
Carvalho, Dirceu Tornavoi de Miranda, Cláudio de Souza Bosco, Bianca Rose Monteiro |
author2_role |
author author author |
dc.contributor.author.fl_str_mv |
Garcia, Sheila Farias Alves Carvalho, Dirceu Tornavoi de Miranda, Cláudio de Souza Bosco, Bianca Rose Monteiro |
dc.subject.por.fl_str_mv |
Food Quality Perception. Consumer Behavior. Attributes. Benefits. Percepção de Qualidade de Alimentos. Comportamento do Consumidor. Atributos. Benefícios. |
topic |
Food Quality Perception. Consumer Behavior. Attributes. Benefits. Percepção de Qualidade de Alimentos. Comportamento do Consumidor. Atributos. Benefícios. |
description |
Objective: The purpose of this article is to analyze how consumers use meat attributes to evaluate different alternatives, as clues that form expectations about beef benefits and quality. Method: A survey was conducted using an online questionnaire sent to a database of 14,795 potential respondents from Brazil, resulting in 499 valid responses coming from all different regions. Data analysis focused the interdependence between attributes and the most important benefits by means of Pearsons correlations. Multiple linear regressions were also performed, considering each attribute as an independent variable and the benefits as dependent ones in order to assess the degree to which each attribute signals a particular benefit to the consumer. Originality/Relevance: The research intended to go beyond the isolate attributes and benefits ranking, studying relations between the two variables. The intent was to look for empirical evidence of the theoretical relationship between the perceived valued attributes and the expected benefits. Results: The results showed that average consumer perception of beef quality is very concentrated on basic aspects such as color, aroma, expiration date, date of manufacture, inspections label. More elaborate features, such as marbling and branding, are seldom cues for quality. Flavor and softness, considered the most desired benefits, have no correlation with each other, which indicates that the consumer is not willing to give up either. The results suggest that pleasure derived from consumption prevails over concerns about health or the environment as most desired benefit. Theoretical/Methodological Contributions: Results suggest that the attributes evoked by consumers before beef purchase do not always present a high predictive value on experienced quality, which may cause consumer dissatisfaction. |
publishDate |
2018 |
dc.date.none.fl_str_mv |
2018-09-10 |
dc.type.driver.fl_str_mv |
info:eu-repo/semantics/article info:eu-repo/semantics/publishedVersion Avaliado por Pares Peer-reviewed Article |
format |
article |
status_str |
publishedVersion |
dc.identifier.uri.fl_str_mv |
https://periodicos.uninove.br/remark/article/view/12451 10.5585/remark.v17i4.3758 |
url |
https://periodicos.uninove.br/remark/article/view/12451 |
identifier_str_mv |
10.5585/remark.v17i4.3758 |
dc.language.iso.fl_str_mv |
por |
language |
por |
dc.relation.none.fl_str_mv |
https://periodicos.uninove.br/remark/article/view/12451/6010 |
dc.rights.driver.fl_str_mv |
Direitos autorais 2019 Revista Brasileira de Marketing – Remark info:eu-repo/semantics/openAccess |
rights_invalid_str_mv |
Direitos autorais 2019 Revista Brasileira de Marketing – Remark |
eu_rights_str_mv |
openAccess |
dc.format.none.fl_str_mv |
application/pdf |
dc.publisher.none.fl_str_mv |
Universidade Nove de Julho - Uninove |
publisher.none.fl_str_mv |
Universidade Nove de Julho - Uninove |
dc.source.none.fl_str_mv |
ReMark - Revista Brasileira de Marketing; v. 17, n. 4 (2018): Outubro - Dezembro; 487-501 2177-5184 reponame:REMark - Revista Brasileira de Marketing instname:Universidade Nove de Julho (UNINOVE) instacron:RBM |
instname_str |
Universidade Nove de Julho (UNINOVE) |
instacron_str |
RBM |
institution |
RBM |
reponame_str |
REMark - Revista Brasileira de Marketing |
collection |
REMark - Revista Brasileira de Marketing |
repository.name.fl_str_mv |
REMark - Revista Brasileira de Marketing - Universidade Nove de Julho (UNINOVE) |
repository.mail.fl_str_mv |
claudiaraac@uol.com.br || admin@revistabrasileiramarketing.org || admin@revistabrasileiramarketing.org |
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1799138643070156800 |