Segmentation of Consuming Markets of Beef

Dario de Oliveira Lima Filho, Renato Luiz Sproesser, Susana Carla Farias Pereira, Amilton Luiz Novaes and Jeovan de Carvalho Figueiredo

No 24220, 15th Congress, Campinas SP, Brazil, August 14-19, 2005 from International Farm Management Association

Abstract: One of the tasks most difficult in the planning of marketing has been the election of the market-target. Being thus, the market segmentation reveals of great importance. The objective of this study is to discuss a market segmentation model of meat consumers. For in such a way, a bibliographical research was conducted, adopting two basic conditions: (a) the proposals of segmentation of used consuming markets in excellent scientific studies can indicate insights for the presented theoretical construction; and (b) the excellent variable in the process of purchase of the consumers must be considered in the quarrel proposal. The following excellent variable had been identified, considering the purchase process: culture, motivation, perception, health, nutritional value, pecuniary acceptability, beliefs, intention, variable, attitude, style of life and preparation of the food. This allowed the identification of four segments of consumers: Guided by Meat Protein, Guided by Health, Indifferent and Sporadic. It is concluded, therefore, the product meat can not be considered as commodity, it exists other factors, beyond the price, that have great influence on the behavior of purchase of the consumer.

Keywords: Food Consumption/Nutrition/Food Safety; Institutional and Behavioral Economics (search for similar items in EconPapers)
Pages: 5
Date: 2005
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Persistent link: https://EconPapers.repec.org/RePEc:ags:ifma05:24220

DOI: 10.22004/ag.econ.24220

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