文章基本信息

标题：Segmentation of Consuming Markets of Beef
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作者：Lima Filho, Dario de Oliveira ; Sproesser, Renato Luiz ; Pereira, Susana Carla Farias 等
期刊名称：Journal of Agribusiness
印刷版ISSN：0738-8950
出版年度：2005
期号：suppl
出版社：Journal of Agribusiness
摘要：One of the tasks most difficult in the planning of marketing has been the election of the market-target. Being thus, the market segmentation reveals of great importance. The objective of this study is to discuss a market segmentation model of meat consumers. For in such a way, a bibliographical research was conducted, adopting two basic conditions: (a) the proposals of segmentation of used consuming markets in excellent scientific studies can indicate insights for the presented theoretical construction; and (b) the excellent variable in the process of purchase of the consumers must be considered in the quarrel proposal. The following excellent variable had been identified, considering the purchase process: culture, motivation, perception, health, nutritional value, pecuniary acceptability, beliefs, intention, variable, attitude, style of life and preparation of the food. This allowed the identification of four segments of consumers: Guided by Meat Protein, Guided by Health, Indifferent and Sporadic. It is concluded, therefore, the product meat can not be considered as commodity, it exists other factors, beyond the price, that have great influence on the behavior of purchase of the consumer.
关键词：segmentation;meat;Consumer behavior