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

Paper


Jocumsen, Adrienne. 2005. "Assessment of fresh beef quality by Australian consumers at the point of purchase." Purchase, Sharon (ed.) Australian and New Zealand Marketing Academy Conference (ANZMAC 2005): Broadening the Boundaries. Fremantle, Australia 05 - 07 Dec 2005 Crawley, Australia.
Paper/Presentation Title

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

Presentation TypePaper
Authors
AuthorJocumsen, Adrienne
EditorsPurchase, Sharon
Year2005
Place of PublicationCrawley, Australia
ISBN064645546X
Web Address (URL) of Paperhttp://smib.vuw.ac.nz:8081/WWW/ANZMAC2005/cd-site/authors1.html
Conference/EventAustralian and New Zealand Marketing Academy Conference (ANZMAC 2005): Broadening the Boundaries
Event Details
Australian and New Zealand Marketing Academy Conference (ANZMAC 2005): Broadening the Boundaries
Parent
ANZMAC Conference
Event Date
05 to end of 07 Dec 2005
Event Location
Fremantle, Australia
Abstract

[´╗┐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.

Keywordsperception of quality, beef, intrinsic cues, extrinsic cues
ANZSRC Field of Research 2020350610. Pricing (incl. consumer value estimation)
350999. Transportation, logistics and supply chains not elsewhere classified
350715. Quality management
Public Notes

No evidence of copyright restrictions.

Byline AffiliationsUniversity of Southern Queensland
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