Consumer perceptions of branded beef products using focus group research

Meat Standards Australia represents a new beef grading system, derived from consumer preferences and choice criteria rather than product characteristics (Polkinghorne et al. 2006). There is now a much better industry understanding of the links between cattle characteristics, beef cuts and consumer eating quality preferences. Beef can now be classified in ways that matter to consumers. This creates the basis for meaningful product differentiation and branding (Dahl & Hammond 1977 & Trott 1998). Currently, branding of beef cuts occurs on a limited scale in several small niche markets. In-house research has revealed clear segmentation across consumers and premiums for preferred products in these markets. The objective of this particular study is to use focus groups of beef consumers shopping in these niche markets and at supermarkets and other outlets in nearby shopping centres to identify the characteristics of these consumer segments and their motivations for purchasing a branded product. The overall objective of the project is to identify the potential for large-scale differentiation and branding in the Australian beef marketing system and how this may best be done given the structure of the supply chain.