Beef consumer segment profiles based on information source usage in Poland

The main aim of this study was to identify market segments based on consumers' usage of information sources about beef and to investigate whether the use of information sources was associated with the type of information consumers were searching for, factors guiding their decision processes to...

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Bibliographic Details
Published in:Meat science 2017-02, Vol.124, p.105-113
Main Authors: Żakowska-Biemans, Sylwia, Pieniak, Zuzanna, Gutkowska, Krystyna, Wierzbicki, Jerzy, Cieszyńska, Katarzyna, Sajdakowska, Marta, Kosicka-Gębska, Małgorzata
Format: Article
Language:English
Subjects:
Adolescent
Adult
Animals
Beef
Cattle
Choice Behavior
Cluster Analysis
Consumer
Consumer Behavior
Consumer Product Safety
Databases, Factual
Female
Food Preferences
Food Quality
Humans
Information sources
Male
Middle Aged
Motives
Poland
Red Meat
Segmentation
Sociobiology
Surveys and Questionnaires
Taste
Young Adult
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Summary:The main aim of this study was to identify market segments based on consumers' usage of information sources about beef and to investigate whether the use of information sources was associated with the type of information consumers were searching for, factors guiding their decision processes to buy beef and motives related to beef consumption. Data were collected in 2014 through a self-administered survey of 501 regular beef consumers. Three distinct clusters were identified: Enthusiast (38.5%), Conservative (43.1%) and Ultra Conservative (18.4%). This study revealed that culinary and personal sources of information on beef were the most frequently used. Taste, perceived healthiness and suitability to prepare many dishes were reported as primary motives to eat beef. These results show that communication channels such as culinary programs and opportunities provided by the development of labelling systems to guarantee beef quality should be considered when developing policies and strategies to increase beef consumption in Poland. •Data were collected through a self-administered consumer survey of 501 Polish regular beef buyers.•Three distinct market segments were identified based on the usage of information sources.•Use of culinary sources of information on beef is rising among regular buyers.•Prospects in targeted information provision on beef and factors to encourage beef consumption were identified.
ISSN:0309-1740
1873-4138
DOI:10.1016/j.meatsci.2016.11.001