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| Author(s): |
Bruna Alves Malheiros
Total Authors: 1
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| Document type: | Doctoral Thesis |
| Press: | Piracicaba. |
| Institution: | Universidade de São Paulo (USP). Escola Superior de Agricultura Luiz de Queiroz (ESALA/BC) |
| Defense date: | 2023-04-10 |
| Examining board members: |
Carmen Josefina Contreras Castillo;
Thelma Lucchese Cheung;
Eduardo Eugenio Spers
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| Advisor: | Carmen Josefina Contreras Castillo |
| Abstract | |
Beef has specific quality cues that can indicate to consumers the quality level of the food and help them in the process of choosing to purchase. The quality cues valued depend of familiarity level with meat, information available, previous experiences, personal values and consumer origin. Considering the relevance of consumer behavior for the beef producing and selling industry, this study aimed to explore how the quality cues of beef color, marbling, breed, aroma, flavor and tenderness are understood by consumers, as well as to identify which are most relevant for making a purchase decision. It also aimed to highlight which quality cues could be better explored by the industry and regulated by regulatory government agencies. In order to meet the objectives, three different studies were carried out with southeast Brazilian consumers in the in 2020, presented in the form of chapters. For the study presented in Chapter I, an online questionnaire was applied to 533 consumers in the southeastern region of Brazil and it was identified that there are quality cues capable of increasing or reducing the probability of purchase, as well as the consumers willingness to pay, in addition, the behavior of the consumer changes according to the beef involvement level. The study presented in chapter II was carried out in person in the city of Piracicaba - SP, with 23 consumers sampled for convenience, and the visual attention to the quality cues of beef was measured, with the aid of eye tracking equipment. In this study, it was found that quality cues that are not understood by consumers when viewed reduce of purchase likelihood therefore, it is necessary to educate consumers so that they understand and use additional information when making decision. Finally, in the study presented in chapter III, an in-depth interview was carried out, using the laddering technique to identify the personal values of the participants. This study was carried out in conjunction with the study in Chapter II, so that before the interview the participants were previously stimulated by the images presented in the eye tracking equipment. Only information regarding color, marbling, flavor and tenderness was used, totaling a sample of 15 consumers. In this last study, it was identified that the behavior of choosing beef in the sample was mainly motivated by pleasure and safety, emphasizing that pleasure was the only value common to all quality cues studied. The realization of these three studies made it possible to find that there are differences in the motivation and choice behavior of Brazilian consumers in relation to consumers in developed countries and also that there are opportunities for regulatory government agencies to standardize the quality cues of beef, especially those related to sensory quality. In addition, the industry has the task of educating the consumer about the quality cues communicated, to ensure correct communication and use of information. Complementary studies are recommended. (AU) | |
| FAPESP's process: | 19/13972-7 - Quality of meat in Bos indicus: biological markers for attributes of the meat product in different ranges of final pH |
| Grantee: | Bruna Alves Malheiros |
| Support Opportunities: | Scholarships in Brazil - Doctorate (Direct) |