Relevance of brands and beef quality differentials for the consumer at the time of purchase

Giacomazzi, Carla Mecca; Talamini, Edson; Kindlein, Liris

doi:10.1590/S1806-92902017000400012

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Animal Production Systems and Agribusiness • R. Bras. Zootec. 46 (4) • Apr 2017 • https://doi.org/10.1590/S1806-92902017000400012 copy

Relevance of brands and beef quality differentials for the consumer at the time of purchase

Authorship SCIMAGO INSTITUTIONS RANKINGS

ABSTRACT

The objective of this study was to identify the purchase habits and preferences of beef consumers, their level of knowledge on brands and products with quality differentials (certifications, packaging, premium lines), and the relevance of different attributes in the purchase decision, and to group consumers according to the profile of purchase decision. The methodology consisted of using an information-collecting instrument applied to 271 beef consumers. The data collected were analyzed using descriptive statistical analyses, chi-square analysis, and correspondence analysis, relating socio-demographic profile of the respondents with the other variables collected. Chi-square and correspondence analyses showed that younger consumers with lower levels of income and education are influenced by posters and advertisements at the point of sale, unaware of differentiated and branded products, and that they do not choose branded beef at the time of purchase. Consumers over 60 years showed a more conservative purchase profile, with no influence. The most valued attributes are appearance, price, and type of cut, being brand and certifications little relevant as tools to help decide the product purchase.

Key Words:
beef; consumer; purchase decision; meat brands; quality

Purchase habits and consumption preferences
Variable		Category
Beef consumption frequency¹ 1 Multiple choice questions.		Four times a week or more
		Three times a week or less
Preferred moment of the week to purchase beef¹ 1 Multiple choice questions.		Weekend
		Week day
		No preference
Habit of reading the label of the product being acquired¹ 1 Multiple choice questions.		No
		Yes
Most important attributes at the moment of beef purchase		Packaging
		Certification
		Inspection
		Brand
		Animal race
		Production system
		Origin
		Convenience in the preparation
		Price
		Type of cut
		Nutritional composition
		Product appearance
Habit of purchasing always the same cut of beef¹ 1 Multiple choice questions.		Yes
		No
		It depends on the occasion
How much would you pay more for a cut with quality guarantee?¹ 1 Multiple choice questions.		Nothing
		From 1 to 10%
		11% or more
Knowledge and acceptance of beef brands and differentiated products
Knowledge of the certified beef concept¹ 1 Multiple choice questions.		No
		Yes
Satisfaction with the beef packaging you have found at the sale point¹ 1 Multiple choice questions.		No
		Yes
Level of understanding of information available on the label¹ 1 Multiple choice questions.		Understands all the information on the label
		Understands part the information on the label
		Does not understand the information on the label
Number of beef brands the respondent knows² 2 Open questions.		None
		One brand
		More than one brand
What makes you choose a certain beef brand?² 2 Open questions.		Nothing (Does not choose a brand)
		Price
		Quality/product appearance
		Others³ 3 Friends indication, animal origin, tenderness, product presentation, and taste.
Knows what special or premium¹ 1 Multiple choice questions. cuts are		No
		Yes
Influence of posters, ads, and promotions at the sale point on the purchase decision
Influence of the point of sale on the purchase decision¹ 1 Multiple choice questions.		Never
		Rarely
		Frequently
		Always
Additional variables
Gender		Men and Women
Age		Group 1: up to 30
		Group 2: 31 to 60
		Group 3: 61 to 89
Monthly family income		Up to 3 minimum wages⁴ 4 National minimum wage considered: R$ 724.00 (base year: 2014).
		From 4 to 10 minimum wages
		Above 11 minimum wages
Education		Elementary school
		High school
		College
Household profile
	Number of persons in the household	Number of persons in the household
	Presence or not of children up to 14 years old	Presence of children up to 14 years old
		Absence of children up to 14 years old

Additional variable		Number of respondents (n)	Frequency (%)
Gender
	Men	122	45
	Women	149	55
Age
	Up to 30	55	20.3
	Between 31 and 60	170	62.7
	61 to 89	46	17
Income¹ 1 Two respondents did not answer.
	Up to 3 minimum wages² 2 National minimum wage considered: R$ 724.00 (base year: 2014).	83	30.9
	Between 4 and 10 minimum wages	138	51.3
	11 or more minimum wages	48	17.8
Education
	Basic	44	16.2
	Middle	98	36.2
	University	129	47.6
Number of persons in the household
	Alone	20	7.4
	Two persons	79	29.1
	Three to five persons	156	57.5
	More than five persons	16	5.9
Household classification (presence of children)
	Without children up to 14 years old	213	78.6
	With children up to 14 years old	58	21.4

Variable		Number of respondents (n)	Frequency (%)
Beef consumption frequency
	Four times a week or more	175	64.6
	Three times a week or less	96	35.4
Preferred moment of the week to purchase beef
	Weekend	28	10.3
	Week days	38	14
	Does not have a preference	205	75.6
Habit of reading the label of the product being purchased
	No	121	44.6
	Yes	150	55.4
Level of understanding of the information available on the label
	Understands all the information on the label	61	22.5
	Understands part of the information on the label	94	34.7
	Does not understand any information on the label	116	42.8
Knowledge of the concept of certified beef
	No	113	41.7
	Yes	158	58.3
Satisfaction with the beef packaging found at the point of sale
	No	55	20.3
	Yes	216	79.7
Habit of always purchasing the same beef cut
	Yes	127	46.9
	No	70	25.8
	Depends on the occasion	74	27.3
Beef brands the respondent knows
	None	65	24
	One brand	136	50.2
	More than one brand	70	25.8
Attributes that influence the choice of determined beef brand
	Nothing (Does not choose brand)	39	14.4
	Price	65	24
	Quality/product appearance	135	49.8
	Others¹	32	11.8
Knows what special or premium cuts are
	No	147	54.2
	Yes	124	45.8
How much would you pay more for a cut with quality guarantee
	Nothing	106	39.1
	1 to 10%	130	48
	11% or more	35	12.9
Influence of the point of sale on the purchase decision
	Never	139	51.3
	Rarely	62	22.9
	Frequently	47	17.3
	Always	23	8.5

Social-demographic determinant/variable		Beef consumption frequency			Beef brands the respondent knows				Knowledge of the concept of certified beef			Attributes that influence the choice of determined beef brand					Knows what premium cuts are			Influence of the sale point on the purchase decision
Social-demographic determinant/variable		Until four times	Three times or less	P-value	None	One	More than one	P-value	No	Yes	P-value	Nothing¹ 1 Nothing = Does not choose beef brand.	Price	Quality/product appearance	Others² 2 Indication of friends, animal origin, tenderness, product presentation, and taste.	P-value	No	Yes	P-value	Never	Rarely	Frequently	Always	P-value
Gender
	Men	75.4	24.6	0.001	17.2	50.8	32	0.024	33.6	66.4	0.015	11.5	22.9	49.2	16.4	0.146	54.1	45.9	1000	54.9	22.1	14.8	8.2	0.688
	Women	55.7	44.3		29.5	49.7	20.8		48.3	51.7		16.8	24.8	50.4	8		54.4	45.6		48.3	23.5	19.5	8.7
Age
	Up to 30	69.1	30.9		16.4	60	23.6		54.5	45.5		20	23.6	38.2	18.2		72.7	27.3		36.4	25.5	25.5	12.7
	31 to 60	67.6	32.4	0.033	24.1	46.5	29.4	0.123	36.5	63.5	0.165	9.4	26.5	52.9	11.2	0.018	50	50	0.008	58.2	18.2	14.1	9.4	0.005
	61 to 89	47.8	52.2		32.6	52.2	15.2		45.7	54.3		26.1	15.2	52.2	6.5		47.8	52.2		43.5	37	19.6	0
Income
	Up to 3 minimum wages	72.3	27.7		42.2	47	10.8		49.4	50.6		21.7	25.3	42.2	10.8		68.7	31.3		41	21.7	21.7	15.7
	4 to 10 minimun wages	60.15	39.85	0.188	13.8	58.7	27.5	0.000	39.9	60.1	0.172	13	29	45.7	12.3	0.001	55.8	44.2	0.000	52.2	25.4	17.4	5.1	0.01
	11 or more minimum wages	64.6	35.4		20.8	31.3	47.9		33.3	66.7		4.2	8.3	77.1	10.4		25	75		68.8	18.8	8.3	4.2
Education
	Basic	61.3	38.7		52.3	36.3	11.4		54.5	45.5		15.9	34.1	36.4	13.6		77.3	22.7		43.2	22.7	11.4	22.7
	Middle	75.5	24.5	0.016	20.4	64.3	15.3	0.000	43.9	56.1	0.079	16.3	23.5	52	8.2	0.352	56.1	43.9	0.001	50	18.4	23.4	8.2	0.003
	University	57.4	42.6		17.1	44.2	38.7		35.7	64.3		12.4	20.9	52.7	14		45	55		55	26.4	14.7	3.9

Social-demographic determinant/variable	Beef consumption frequency			Beef brands the respondent knows				Knowledge of the concept of certified beef			Attributes that influence the choice of determined beef brand					Knows what premium cuts are			Influence of the sale point on the purchase decision
Social-demographic determinant/variable	Until four times	Three times or less	P-value	None	One	More than one	P-value	No	Yes	P-value	Nothing¹ 1 Nothing = Does not choose beef brand.	Price	Quality/product appearance	Others² 2 Indication of friends, animal origin, tenderness, product presentation, and taste.	P-value	No	Yes	P-value	Never	Rarely	Frequently	Always	P-value
Number of persons in the household
1	10	90		30	55	15		50	50		20	25	25	30		50	50		50	35	15	0
2	24.1	75.9	0.128	35.4	44.3	20.3	0.44	46.8	53.2	0.462	12.7	20.3	34.2	32.9	0.886	63.3	36.7	0.196	46.8	30.4	17.7	5.1	0.121
3 to 5	40.4	59.6		17.9	53.8	28.3		39.1	60.9		14.1	16	32.7	37.2		49.4	63.7		51.9	19.2	18.6	10.3
>5	43.8	56.2		18.8	37.5	43.8		31.3	68.7		18.8	6.3	50	25		62.5	37.5		68.8	6.2	6.2	18.8
Household classification (presence of children)
No	23	77	0.559	23	51.6	25.4	0.635	43.7	56.3	0.209	16	18.3	31.4	34.3	0.209	55.9	44.1	0.303	53.1	21.1	17.4	8.5	0.585
Yes	31	69		27.6	44.8	27.6		34.5	65.5		8.6	13.8	41.3	36.2		48.3	51.7		44.8	29.3	17.2	8.6

Youngsters	Higher income	Elderly, independent of income and education
Lower income	Higher education
Lower education
Influenced by point of sale in the purchase decision	Not influenced by point of sale at the moment of purchase	Little or no influence of point of sale at the moment of purchase
Do not know beef brands	Know more than one beef brand
Do not know premium products
Do not choose branded products	Quality and appearance are tools for choosing a brand	Do not choose branded products

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E-mail: rbz@sbz.org.br

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[1] * Corresponding author: liris.kindlein@ufrgs.br