Major retailing vs. specialised shop: a study on Italian beef consumer preferences

Author/s Leonardo Casini, Nicola Marinelli, Gabriele Scozzafava
Publishing Year 2013 Issue 2013/1
Language Italian Pages 25 P. 157-181 File size 112 KB
DOI 10.3280/ECAG2013-001008
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The evolution of consumer profiles highlights, for food products and specifically for beef, a growing attention to a number of specific features related to food quality and safety, and environmental and animal welfare issues. Because of this, it is more and more important to understand the consumer’s choice dynamics in order to develop differentiated marketing, commercial and communication strategies which also make use of different distribution channels. This study was conceived with the aim of analysing the different motives and purchase behaviours of beef consumers in the two main distribution channels: Modern Distribution (md) and specialised shops (butcher shops). The research is based on an internet administered questionnaire to a representative sample of 1500 beef consumers. Within the questionnaire a Visual Choice Experiment was proposed and its results were analysed using a Multinomial Logit Model. The results show different consumer characteristics in the two distribution channels which were analyzed, highlighting how the same product attributes have different meanings and relevance. Such results may supply strategic information for packaging, pricing and general commercialisation strategies to be implemented by the different agents in the distribution sector.

Keywords: Beef, consumer behaviour, choice experiment, distribution, marketing Strategies

Jel codes: Q13, C90

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  • Using the animal to the last bit: Consumer preferences for different beef cuts Gabriele Scozzafava, Armando Maria Corsi, Leonardo Casini, Caterina Contini, Simone Mueller Loose, in Appetite /2016 pp.70
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Leonardo Casini, Nicola Marinelli, Gabriele Scozzafava, Distribuzione organizzata vs. negozio specializzato: uno studio sulle preferenze del consumatore italiano di carne bovina in "ECONOMIA AGRO-ALIMENTARE" 1/2013, pp 157-181, DOI: 10.3280/ECAG2013-001008