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首页> 外文会议>ICoMST 2011;International conference of meat science and technology >The role of brands for consumers across the Pyrenees
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The role of brands for consumers across the Pyrenees

机译：品牌在比利牛斯山脉对消费者的作用

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Beef has been traditionally sold as an unbranded product. Nevertheless, the use of a brand would help to differentiate the product and achieve a higher degree of loyalty among consumers.The paper investigates the level of recognition and purchase of branded beef (with a quality label, distributor's or producer's brand), and relates it with quality perceptions and personal traits. A better understanding of the role that the brand occupies in consumers' awareness and purchase decisions and its relationship with quality perceptions and personal traits may be relevant to create successful brands targeted to specific segments. Thus, a survey was carried out in two Spanish regions (Aragon and Cataluna) and two French regions (Midi-Pyrenees and Languedoc-Roussillon), with different beef consumption habits, between September 2010 and February 2011, obtaining a total sample of 614 consumers. Main methods of analysis included two-step clustering, and bivariate association measures.Cluster analysis revealed the presence of two market segments, tentatively named 'Connoisseur and purchaser of branded beef and 'Novice and non-purchaser of branded beef. These segments were characterized by a specific socio-demographic profile and distinctive quality perceptions. Not a common cross-regional segment was found although some coincidences existed. This result can be especially useful for beef producers and distributors to ascertain if they should develop a different marketing policy depending on the region.
机译：牛肉传统上是作为非品牌产品出售的。然而，使用品牌将有助于区分产品并在消费者中获得更高的忠诚度。本文研究了品牌牛肉（带有质量标签，分销商或生产商品牌）的识别和购买水平，并将其与消费者建立了联系。具有品质感和个人特质。更好地了解品牌在消费者的意识和购买决定中所扮演的角色，以及其与质量观念和个人特征的关系，可能与创建针对特定细分市场的成功品牌有关。因此，在2010年9月至2011年2月之间，对两个具有不同牛肉消费习惯的西班牙地区（阿拉贡和加泰罗尼亚）和两个法国地区（中比利牛斯山脉和朗格多克-鲁西永）进行了调查，总共抽取了614名消费者。分析的主要方法包括两步聚类和双变量关联度量。聚类分析显示存在两个市场细分，分别名为“品牌牛肉的鉴赏家和购买者”和“品牌牛肉的新手和非购买者”。这些细分市场的特点是特定的社会人口统计资料和独特的质量感知。尽管存在一些巧合，但未找到一个共同的跨地区部分。该结果对于牛肉生产商和分销商确定是否应根据地区制定不同的营销政策特别有用。

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