Abstract
In order to evaluate how beef buyers in the State of Paraná, Brazil south value meat quality indicators, and attributes of credibility, 519 interviews were conducted in three cities with different sizes (Big – Curitiba, Medium – Campo Mourão and Small – Palotina). The interviews were applied after the meat was placed in the shopping cart and were composed of five questions, including question of spontaneous response: (i) factors that the buyer considers at the purchasing time; (ii) information which the buyer considers important to appear on the meat label; and three questions of stimulated response: (i) preference for meat preparation and exposure for sale, (ii) factors that the buyer considers when purchasing the meat, and (iii) preference for marbling (by photograph) according to the beef preparation. The results showed that beef buyers are more concerned with extrinsic meat quality indicators than the intrinsic ones, especially the meat presentation and hygiene of the sale point; have little knowledge about the factors that positively influence the eating experience of beef and do not cares about attributes of credibility, except for the meat expiration date. Beef buyers from medium (Campo Mourão) and small (Palotina) cities have a similar behavior, and differ from the buyers of a big (Curitiba) city among the attributes surveyed, in relation to the greater appreciation of inspection, tenderness and marbling, and less importance given to the expiration date. Beef buyers prefer meat cut by the butcher; however, this preference is higher in the small city.
Highlights
Brazil is the second largest beef producer in the world, with an estimated production of 9,500 million tons of carcass equivalent in 2017 (Food and Agricultural Policy Research Institute [FAPRI], 2017), in which 7,740 million will be consumed by the domestic market, corresponding to a per capita consumption of approximately 40 kg/habitant/year, one of the largest in the world (FAPRI, 2017)
The interviews were performed in three cities with different sizes (Big – Curitiba – 1,765 millions of citizens, Paraná, Brazil, Medium – Campo Mourão – 94,150 thousand of citizens Paraná, Brazil and Small – Palotina – 22,900 thousand of citizens, Paraná, Brazil) and at four different times on the week: Monday morning, Monday after 6:00 pm
Interviews were conducted with 519 beef buyers in the three different cities: Curitiba, Campo Mourão and Palotina; in the Paraná, State, Brazil south
Summary
Brazil is the second largest beef producer in the world, with an estimated production of 9,500 million tons of carcass equivalent in 2017 (Food and Agricultural Policy Research Institute [FAPRI], 2017), in which 7,740 million will be consumed by the domestic market, corresponding to a per capita consumption of approximately 40 kg/habitant/year, one of the largest in the world (FAPRI, 2017). Despite this large domestic market, beef traded in Brazil presents few variations of cuts and presentation, either to differentiate it and add value, or to increase its practicality, which could diversify its market (Taylor, Van de Ven, & Hopkins, 2014).
Sign-in/Register to view highlights & summary Sign-in/Register to access full text options 
Talk to us
Join us for a 30 min session where you can share your feedback and ask us any queries you have
Schedule a callDisclaimer: All third-party content on this website/platform is and will remain the property of their respective owners and is provided on "as is" basis without any warranties, express or implied. Use of third-party content does not indicate any affiliation, sponsorship with or endorsement by them. Any references to third-party content is to identify the corresponding services and shall be considered fair use under The CopyrightLaw.
