Department of Management

Into beef consumers' mind: A multicultural research

Research output: Contribution to conferencePaperResearchpeer-review

  • Department of Marketing and Statistics
  • MAPP - Centre for Research on Customer Relations in the Food Sector
The objectives of this survey were to identify consumers' anticipated emotions, degree of involvement, attitude, and concerns in beef consumption. Data collection was carried out in 2005-2006 in Brazil, Australia and in the Netherlands 816 complete questionnaires were obtained. The results indicated similarities amongst Brazilian and Australian consumers regarding their positive attitude towards beef and main concerns regarding its consumption. Dutch consumers, although presented negative attitudes, considered beef consumption as important. In general respondents presented a high degree of involvement with beef consumption. Fulfillment and pleasantness were found to be positive emotions expected in special beef consumption situations. Relevant multicultural data were obtained. Segmented marketing campaigns and sales efforts can be market-driven towards consumers' needs and expectations.
Original languageEnglish
Publication year2008
Number of pages13
Publication statusPublished - 2008
EventIII ANPAD Marketing Meeting - Curitiba, PR, Brazil
Duration: 14 May 200816 May 2008


ConferenceIII ANPAD Marketing Meeting
CityCuritiba, PR

    Research areas

  • MAPP, Beef, Consumer, Brazil, Australia, Netherlands

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ID: 32364374