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Perceptions of PDO Beef: The Portuguese Consumer

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  • Marreiros, Cristina
  • Ness, Mitchell

Abstract

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.

Suggested Citation

  • Marreiros, Cristina & Ness, Mitchell, 2002. "Perceptions of PDO Beef: The Portuguese Consumer," 2002 International Congress, August 28-31, 2002, Zaragoza, Spain 24869, European Association of Agricultural Economists.
    • Handle: RePEc:ags:eaae02:24869
    DOI: 10.22004/ag.econ.24869
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    References listed on IDEAS

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    1. A. Gracia & L.M. Albisu, 2001. "Food consumption in the European Union: Main determinants and country differences," Agribusiness, John Wiley & Sons, Ltd., vol. 17(4), pages 469-488.
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    1. Revoredo-Giha, Cesar & Lamprinopoulou-Kranis, Chrysa & Leat, Philip M.K. & Kupiec-Teahan, Beata & Toma, Luiza & Cacciolatti, Luca, 2009. "How differentiated is the Scottish Beef? An Analysis of Supermarket Data Panel," 113th Seminar, September 3-6, 2009, Chania, Crete, Greece 58118, European Association of Agricultural Economists.
    2. Barrena Figueroa, Ramo & Sanchez Garcia, Mercedes & Rosa, Franco, 2005. "Influence of Product Perception and Quality Label Valuation on Consumer Decision. The Case of Beef in Italy and Spain," 2005 International Congress, August 23-27, 2005, Copenhagen, Denmark 24515, European Association of Agricultural Economists.
    3. Ramo Barrena & Mercedes Sánchez, 2010. "Differences in Consumer Abstraction Levels as a Function of Risk Perception," Journal of Agricultural Economics, Wiley Blackwell, vol. 61(1), pages 34-59, February.

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