| Sumario: | 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.
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