BEYOND THE PLATE: THAI BEEF CONSUMER SEGMENTATION BY ATTITUDES
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Abstract
This article aimed to classify beef consumer segments based on their attitudes toward beef, and to investigate willingness to pay for beef dishes of each segment. The sample size of the study consisted of 625 consumers who consumed meat, but some rejected beef. Participants were selected through accidental sampling of whoever was willing to participate in the study. The instrument for collecting data was an online questionnaire. The data analysis applied descriptive statistics and K-means cluster analysis to identify beef consumer segments. The research yielded the following results:
- Thai beef consumption was influenced by emotional values, taste, and distinct flavor profiles. Functional fat and marbling value were preferred by current and past consumers. Functional issues like smell, digestibility, health concerns, and texture were avoided. Family traditions, cultural or moral avoidance, and religious beliefs also contribute. Emotional and financial values were less common.
- Three consumer segments: selective, considerate, and devoted consumer segments were categorised by attitudes toward beef consumption, which indicated different consumption patterns and expenditure for beef consumption. Considerate and devoted consumers had a good attitude towards Thai beef, and they were likely to pay more for quality beef dishes.
- Despite the low willingness of the selective segment that the price of beef menus was higher compared to other ordinary menus, this segment was conscious of the superior quality and hygiene.
This study provided insights into beef consumer segments exploring their consumption patterns, attitudes towards Thai beef, and WTP for beef dishes, which was useful for beef entrepreneurs developing a differentiated marketing scheme to promote and increase Thai beef's market share.
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