Eye-tracking consumers’ awareness of beef brands

W. A. Lombard, J. H. Van Zyl and T. R. Beelders

Agrekon, 2020, vol. 59, issue 2, 156-168

Abstract: Beef consumers now have the power in the market. Consumers are extensively exposed to advertisements, but the human brain can only process a limited amount of this information. Thus, products must be differentiated in order to stand out in the market place. Branding provides one manner in which products can be differentiated. This study investigated red meat consumers’ attention towards beef brand labelling in the Mangaung Metropolitan Municipality. A complete dataset for 307 respondents was extracted and used to generate the results for this study. Results showed that 30.6% of the participants preferred to purchase their beef from a certain brand. Correlation results showed that higher educated, younger and consumers from higher income groups were more likely to pay attention to a less familiar beef brand. Consumers in higher income groups, however, took longer before paying attention to the brand label for the first time. No significant correlation was found for a more familiar beef brand. When new beef brands plan to enter a market, they should identify a market that has a large number of young, highly educated consumers who earn higher incomes, since they are more likely to pay attention to an unfamiliar beef brand.

Date: 2020
References: Add references at CitEc
Citations: View citations in EconPapers (1)

Downloads: (external link)
http://hdl.handle.net/10.1080/03031853.2020.1715807 (text/html)
Access to full text is restricted to subscribers.

Related works:
This item may be available elsewhere in EconPapers: Search for items with the same title.

Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text

Persistent link: https://EconPapers.repec.org/RePEc:taf:ragrxx:v:59:y:2020:i:2:p:156-168

Ordering information: This journal article can be ordered from
http://www.tandfonline.com/pricing/journal/ragr20

DOI: 10.1080/03031853.2020.1715807

Access Statistics for this article

Agrekon is currently edited by A. Jooste, National Agricultural Marketing Council

More articles in Agrekon from Taylor & Francis Journals
Bibliographic data for series maintained by Chris Longhurst ().