Assessment of fresh beef quality by Australian consumers at the point of purchase

Assessment of fresh beef quality by Australian consumers at the point of purchase

[Abstract]: Concern at the continuing decline in beef consumption has led to considerable research,
particularly in Europe, into the way consumers develop their perceptions of the quality of
fresh meat and how these perceptions may influence consumption levels. A number of
models have been developed. This study is based on a three-stage model with perceptions
formed prior to purchase, at the point of purchase and at the point of consumption, each
contributing to the overall perception of quality. The study focuses on the Australian beef
consumer at the point of purchase stage (within the shop) as this is where the consumer
contemplates, and ultimately makes, the actual purchase decision. At the point of purchase
consumers have available what the literature describe as intrinsic cues (observable
characteristics of the meat itself such as colour and leanness) and extrinsic cues (such as place
of purchase and labels) to assist them to predict the quality of beef. Results emanating from a
series of focus groups and a survey found Australian consumers considered intrinsic cues,
notably freshness, to be more helpful in predicting quality than extrinsic cues. Furthermore,
associations were found between age and gender and the perceived helpfulness of some cues.

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