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Consumers' preference toward cattle beef attributes

Grant number: 17/00748-6
Support type:Scholarships in Brazil - Scientific Initiation
Effective date (Start): May 01, 2017
Effective date (End): April 30, 2018
Field of knowledge:Applied Social Sciences - Administration
Principal researcher:Etiénne Groot
Grantee:Ródney Lúcio Pinheiro Henrique
Home Institution: Faculdade de Ciências Agrárias e Tecnológicas. Universidade Estadual Paulista (UNESP). Campus de Dracena. Dracena , SP, Brazil

Abstract

Agriculture is important for any country because in addition to producing high quality food, it generates wealth and jobs. Brazil has comparative advantages in livestock production. Worldwide, we are the second largest producer of beef and the most of our production is destined to the domestic market. As the Brazilians' purchasing power has increased, the domestic meat market has expanded and the consumption pattern has been more demanding. Consumers' perceptions of quality have increasingly played a decisive role on their beef purchasing decisions. In this way, the first general objective of this work is to study Dracena (Sao Paulo State) consumers' preferences in relation to the related attributes to the beef purchase and consumption. The second general objective of this work is to propose the three dimensions evaluation of the quality attributes importance: salience, relevance and determination, using two research methods instead to the traditional evaluation, with 3 methods. The Best-Worse Discrete Choice Experiment (BWDCE) of Case 2 is the present study proposal to make the evaluation of the quality attributes relevance and determination. The study will seek to delve deeper into beef consumption behavior models and it will try to indicate more appropriate choice modeling theory approaches. It is also hoped that interviewees information can help to the public policies elaboration to the beef sector, as well as to assist the companies on their marketing strategies. (AU)

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