Using online projective techniques to understand the consumers’ perception of dry-aged beef

Abstract

Consumer food preferences are constantly evolving, necessitating research to understand consumer intentions, habits, and attitudes. Dry aging was traditionally used for meat preservation and flavor enhancement. To assess current perceptions, an online questionnaire distributed via social media (snowball sampling) gathered data from 126 consumers. Out of all respondents, 75 % were non-consumers of dry-aged beef. After cluster analysis, the respondents were categorized into two distinct groups: Cluster 1, comprising a higher percentage of consumers (40.3 %), and Cluster 2, characterized by a lower percentage of consumers (11.6 %). Statistical analysis revealed a clear difference in perception before and after trimming the meat. Pre-trim visuals triggered negative associations like “contamination”, “negative feelings” and “spoiled” among consumers of Cluster 2, while post-trimming stimuli elicited positive terms like “flavor” and “tenderness”. Cluster 1 (with a higher proportion of consumers) was primarily motivated by “special occasions”, to buy the dry-aged beef, whereas Cluster 2 was driven by “curiosity” despite “unfamiliarity” with the product. High cost was a significant barrier for consumers of Cluster 1, with 93 % of consumers mentioning it as a negative factor. However, the respondents of Cluster 2 expressed greater concern about unfamiliarity (92 %) and poor pre-trimmed appearance (88 %) compared to Cluster 1. These findings highlight the need for consumer education regarding dry-aged beef’s qualities and advantages, as positive experiences and social influence significantly impact purchasing decisions. Promoting understanding and familiarity with dry-aged beef could significantly broaden its market appeal and consumption.