Abstract

Considering the importance of intrinsic attributes in the purchase decision for beef, the relative importance of colour, fat content in the cut, freshness and price for consumers in Temuco was evaluated, with the existence of different market segments, through a survey of 400 individuals. It was determined by conjoint analysis that colour, fat content and freshness were more important than price in the total sample, with a preference for meat of a bright red colour, with lower fat content and very fresh, at the lowest price. Three segments were distinguished by analysis of hierarchical conglomerates. The majority segment (55.5%) attributed the greatest importance to the colour, fat content and freshness. The second group (26.0%) assigned greater importance to the price and preferred meat with a higher fat content. The minority group (18.5%) gave great importance to the colour, fat content in the cut and freshness, but preferred to pay a higher price. The segments were distinguished by monthly spending on food and meat, problems with meat when it does not meet pre-purchase expectations and by the ethnic origin of the person. Results reflect concern of consumers to take care of their health and ensure that meat is harmless, and an ignorance of post-mortem factors which improve the quality.