Biblioteca Digital de VanguardiaConsumer preferences towards beef cattle in Chile : Importance of country of origin, cut, packaging, brand and price
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. Usin...
| Autores principales: | , , , , , , |
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| Formato: | Artículo |
| Lenguaje: | Inglés |
| Publicado: |
Universidad Nacional de Cuyo. Facultad de Ciencias Agrarias
2014
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| Acceso en línea: | http://bdigital.uncu.edu.ar/6451 |
| _version_ | 1782341443628564480 |
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| author | Schnettler, Berta Sepúlveda, Néstor Sepúlveda, José Orellana, Ligia Miranda, Horacio Lobos, Germán Mora, Marcos |
| author_facet | Schnettler, Berta Sepúlveda, Néstor Sepúlveda, José Orellana, Ligia Miranda, Horacio Lobos, Germán Mora, Marcos |
| author_sort | Schnettler, Berta |
| collection | Repositorio |
| 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. |
| format | Artículo |
| id | uncu-6451 |
| institution | Biblioteca Digital - UNCUYO |
| language | Inglés |
| publishDate | 2014 |
| publisher | Universidad Nacional de Cuyo. Facultad de Ciencias Agrarias
|
| record_format | ojs |
| spelling | uncu-64512015-03-10T11:32:30Z Consumer preferences towards beef cattle in Chile : Importance of country of origin, cut, packaging, brand and price Preferencias del consumidor hacia la carne bovina en Chile : Importancia del país de origen, corte, envasado, marca y precio Schnettler, Berta Sepúlveda, Néstor Sepúlveda, José Orellana, Ligia Miranda, Horacio Lobos, Germán Mora, Marcos Carne Preferencias del consumidor Países de origen Beef cattle Consumer preferences Countries of origin Carne bovina Preferencias por carne bovina Brand 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. Fil: Schnettler, Berta. Universidad de La Frontera (Chile). Facultad de Ciencias Agropecuarias y Forestales. Departamento de Producción Agropecuaria. Fil: Sepúlveda, Néstor. Universidad de La Frontera (Chile). Facultad de Ciencias Agropecuarias y Forestales. Departamento de Producción Agropecuaria. Fil: Sepúlveda, José. Chile. Universidad de La Frontera. Centro de Psicología Económica y del Consumo. Fil: Orellana, Ligia. Chile. Universidad de La Frontera. Centro de Psicología Económica y del Consumo. Fil: Miranda, Horacio. Universidad de La Frontera (Chile). Facultad de Ciencias Agropecuarias y Forestales. Departamento de Producción Agropecuaria. Fil: Lobos, Germán. Universidad de Talca Fil: Mora, Marcos. Universidad de Chile. Facultad de Ciencias Agronómicas. Departamento de Economía Agraria. Universidad Nacional de Cuyo. Facultad de Ciencias Agrarias 78 Revista de la Facultad de Ciencias Agrarias Vol. 46, no. 1 Revista de la Facultad de Ciencias Agrarias, Vol. 46, no. 1 2014-06-02 eng Inglés http://bdigital.uncu.edu.ar/6414 info:eu-repo/semantics/openAccess http://creativecommons.org/licenses/by/2.5/ar/ article info:ar-repo/semantics/artículo info:eu-repo/semantics/article info:eu-repo/semantics/publishedVersion application/pdf Universidad Nacional de Cuyo. Facultad de Ciencias Agrarias http://bdigital.uncu.edu.ar/6451 |
| spellingShingle | Carne Preferencias del consumidor Países de origen Beef cattle Consumer preferences Countries of origin Carne bovina Preferencias por carne bovina Brand Schnettler, Berta Sepúlveda, Néstor Sepúlveda, José Orellana, Ligia Miranda, Horacio Lobos, Germán Mora, Marcos Consumer preferences towards beef cattle in Chile : Importance of country of origin, cut, packaging, brand and price |
| title | Consumer preferences towards beef cattle in Chile
: Importance of country of origin, cut, packaging, brand and price |
| title_full | Consumer preferences towards beef cattle in Chile
: Importance of country of origin, cut, packaging, brand and price |
| title_fullStr | Consumer preferences towards beef cattle in Chile
: Importance of country of origin, cut, packaging, brand and price |
| title_full_unstemmed | Consumer preferences towards beef cattle in Chile
: Importance of country of origin, cut, packaging, brand and price |
| title_short | Consumer preferences towards beef cattle in Chile
: Importance of country of origin, cut, packaging, brand and price |
| title_sort | consumer preferences towards beef cattle in chile
: importance of country of origin, cut, packaging, brand and price |
| topic | Carne Preferencias del consumidor Países de origen Beef cattle Consumer preferences Countries of origin Carne bovina Preferencias por carne bovina Brand |
| url | http://bdigital.uncu.edu.ar/6451 |