Beef quality perception at the point of purchase: A study from Portugal

Abstract

The main objectives of the present study are to understand how Portuguese consumers perceive beef quality in a real-life purchase environment, which intrinsic and extrinsic quality cues consumers use when evaluating and forming beef quality expectations, and how extrinsic quality cues influence the perception of intrinsic quality cues. Furthermore, the study attempts to investigate how quality expectations are related to quality experience and future purchase intention after blind-tasting of beef steaks. Results show that extrinsic quality cues influence perception of intrinsic quality cues. Brand was found to be the predominant extrinsic quality cue. Consumers used brand both for perception of intrinsic quality cues and for inference of quality expectations. Future purchase intention is mainly influenced by experienced eating quality.