The objectives of this paper are to examine consumers' perceptions of Protected Designation of Origin (PDO) beef on the basis of a survey of consumers and buyers of beef. The paper identifies a profile of PDO beef consumers, examines their behaviour and perceptions on PDO beef, derives the dimensions of perceptions of PDO beef, and establishes segments based upon those dimensions. The results reveal that PDO consumers are representative of all geographical regions, age and profession groups, are lighter consumers of beef and shop for food mainly in the butchers. Consumers' perceptions on PDO beef emphasises quality, safety, and control. However, underlying those perceptions are six main dimensions and it is possible to identify three segments of PDO beef consumers: a faithful consumer group, an unaware consumer group, and a sensory, price conscious group.
Download Info
To download:
If you experience problems downloading a file, check if you have the
proper application to
view it first. Information about this may be contained
in the File-Format links below. In case of further problems read
the IDEAS help
page. Note that these files are not on the IDEAS
site. Please be patient as the files may be large.
Cited by: (explanations, Please report citation or reference errors to , or , if you are the registered author of the cited work, log in to your RePEc Author Service profile, click on "citations" and make appropriate adjustments.)