Abstract
Introduction or preface
(33)
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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.
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Account Management
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