Consumers’ Quality Perception of National Branded, National Store Branded, and Imported Store Branded Beef

Meat Science, Vol. 84, 2009

Posted: 2 Nov 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: November 2, 2009

Abstract

This study investigated the differences in the consumers’ quality perception of national branded, national store branded, and imported store branded beef. Partial Least Squares analysis is used for modelling the quality perception process. Results show that consumers perceived national branded Carnalentejana beef, as better on all quality cues and quality aspects than the other two store branded beefs. Preference for Carnalentejana beef stayed highly consistent even after the blind test, where consumers differentiated this beef from the other two beef brands on all sensory dimensions: taste, tenderness, and juiciness, and chose it as the preferred one. Consumers utilized more perceived intrinsic cues to infer expected eating quality of store branded beefs.

Keywords: branded beef, intrinsic cues, extrinsic cues, quality perception

Suggested Citation

Banovic, Marija and Grunert, Klaus G. and Barreira, Maria Madalena and Fontes, Magda Aguiar, Consumers’ Quality Perception of National Branded, National Store Branded, and Imported Store Branded Beef (November 2, 2009). Meat Science, Vol. 84, 2009, Available at SSRN: https://ssrn.com/abstract=1498443

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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