Consumer perceptions and values on beef quality: Implications on beef markets.

Abstract

Beef constitutes an important part of many consumers’ diets. Beef is the most consumed red meat in South Africa. Consumer perceptions can affect the whole supply or value chain of beef. Recently there has been increased interest in food safety; greater concern for environmental and animal welfare issues, increased importance of eating quality and healthy food as well as the greater role of food services. The demand for beef is no longer limited to economic factors alone but to non-economic factors as well. Consumers of beef in Alice have become more concerned about meat-borne risks and personal health. This research prioritized the exploration of the beef consumers’ (i) self-perception (ii) price perception (iii) benefit perception [in the form of – (a) value perception and (b) quality perception]. The study was conducted in the Eastern Cape Province specifically in Alice town and the surrounding rural areas (Ntselamanzi, Gaga, Hillcrest, Gqumashe, and Dyamala) of the Nkonkobe Municipality. Anyone who admitted to eating beef and at the point of data collection bought beef for their own consumption or family consumption was deemed as a unit of analysis. Non – probabilistic sampling techniques which included accidental and random sampling were used to collect data from 100 interviewees. A semi structured questionnaire was used to analyse the perceptions and attitudes of beef consumers. The respondents were asked to indicate their agreement or disagreement with 47 statements or items presented on either five alternatives in a Likert scale scored from 1 (strongly disagree) to 5 (strongly agree) or a six Likert scale ranging from 1 (very low) through 5 (very high) to 6 (I do not know).The data was analysed using SPSS. It was discovered that beef consumers did not consider either intrinsic or extrinsic cues in isolation when purchasing beef but rather all characteristics contribute to the final perception. The Alice consumer market is heterogeneous and consists of different races with different cultures and market segments with varying needs and preferences. The results showed that five factors were extracted from forty seven items Factor 1: Information reliance and quality indication; Factor 2: convenience; Factor 3: Traceability and animal Welfare; Factor 4: Health and safety Conscious and Factor 5: Price and Branding. Furthermore, four main consumer segments emerged as - Segment 1: Informed buyers; Segment 2: Elite buyers; Segment 3: Health & safety conscious buyers and Segment 4: Apathetic buyers. The cluster analysis shows that quality is a subjective concept that is informed by a consumer’s personal taste and preferences. Taste and preferences inform the consumer’s effective demand which in retrospect is informed by the consumer’s socioeconomic status.