Abstract
Consumer surveys were conducted in the Western, Central, and Eastern regions of Venezuela to determine buying expectations, motivations, needs, perceptions, and preferences of beef consumers, and their acceptance of domestic (and foreign) beef, as affected by different intrinsic and extrinsic factors. Data (n = 693) were gathered by face-to-face interviews on the way out of fresh markets, butcher stores, supermarkets, and, in some cases, at home by using a 45-question structured questionnaire. Responses were subjected to factorial analysis of correspondence (FA) and hierarchical cluster analysis. From the FA, the first two factors explain 74% of the common variance. Factor 1 comprises intrinsic attributes such as color, smell, tenderness, flavor, juiciness, and freshness; while Factor 2 contains extrinsic attributes, mostly related to the origin. The FA profiling data showed that it is possible to concentrate on the traits that consumers usually use as a criterion to perceive beef quality, and to purchase beef. Using cluster analysis, four groups of consumers were mainly distinguished by region, intrinsic attributes, and credence attributes related to production system, aging, traceability, and hygiene. Results from this study will be helpful in designing strategies for recovering and enhancing the future, domestic beef demand.
Highlights
Meat is regarded as the most valuable livestock product [1]
The present study aims to (a) learn about attitudinal responses expressed by Venezuelan beef consumers at point of purchase or at home, during the 2007–2008 period, and (b) discover, with their opinions, unmet needs, and opportunities in order to create and capture costumers’
Fifty-nine percent of the interviewed belonged to a family group of more than 3 people with 2 children or fewer (86%)
Summary
Its consumption remains relatively steady in the developed world; in developing countries, its annual per capita consumption has doubled since 1980 [1]. This is not the case in Venezuela, where there is currently a strong contraction in the demand for beef due to rampant hyperinflation and a drastic loss of purchasing power [2,3,4]. Imports, and per capita consumption from 2000 to 2019 have been estimated from different private sources [4]. 31 million) estimated in [5] This anticipated population contraction could be explained by the publicly known refugee crisis in the country [6]
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