Beef Quality Perception at the Point of Purchase: A Study from Portugal

Food Quality and Preference, Vol. 20, No. 4, pp. 335-342, June 2009

Posted: 22 May 2009

See all articles by Marija Banovic

Marija Banovic

Faculdade de Medicina Veterinária, Universidade Técnica de Lisboa

Klaus G. Grunert

Aarhus School of Business - Marketing and Statistics

Maria Madalena Barreira

Independent

Magda Aguiar Fontes

University of Lisbon - Faculty of Veterinary Medicine

Date Written: May 19, 2009

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.

Keywords: Beef, Quality perception, Branding, Real-life purchase, Blind-tasting

Suggested Citation

Banovic, Marija and Grunert, Klaus G. and Barreira, Maria Madalena and Fontes, Magda Aguiar, Beef Quality Perception at the Point of Purchase: A Study from Portugal (May 19, 2009). Food Quality and Preference, Vol. 20, No. 4, pp. 335-342, June 2009, Available at SSRN: https://ssrn.com/abstract=1407021

Marija Banovic (Contact Author)

Faculdade de Medicina Veterinária, Universidade Técnica de Lisboa ( email )

Av. da Universidade Técnica,
Polo Universitário do Alto da Ajuda
Lisbon, Lisbon 1300-477
Portugal

Klaus G. Grunert

Aarhus School of Business - Marketing and Statistics ( email )

Haslegårdsvej 10
Århus V
Denmark

Maria Madalena Barreira

Independent ( email )

Magda Aguiar Fontes

University of Lisbon - Faculty of Veterinary Medicine ( email )

Av. da Universidade Técnica
Pólo Universitário Alto da Ajuda
Lisboa, 1330-477
Portugal

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