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Eye-tracking consumers’ awareness of beef brands

Author

Listed:
  • Lombard, W. A.
  • Van Zyl, J. H.
  • Beelders, T. R.

Abstract

Beef consumers now have the power in the market. Consumers are extensively exposed to advertisements, but the human brain can only process a limited amount of this information. Thus, products must be differentiated in order to stand out in the market place. Branding provides one manner in which products can be differentiated. This study investigated red meat consumers’ attention towards beef brand labelling in the Mangaung Metropolitan Municipality. A complete dataset for 307 respondents was extracted and used to generate the results for this study. Results showed that 30.6% of the participants preferred to purchase their beef from a certain brand. Correlation results showed that higher educated, younger and consumers from higher income groups were more likely to pay attention to a less familiar beef brand. Consumers in higher income groups, however, took longer before paying attention to the brand label for the first time. No significant correlation was found for a more familiar beef brand. When new beef brands plan to enter a market, they should identify a market that has a large number of young, highly educated consumers who earn higher incomes, since they are more likely to pay attention to an unfamiliar beef brand.

Suggested Citation

  • Lombard, W. A. & Van Zyl, J. H. & Beelders, T. R., 2020. "Eye-tracking consumers’ awareness of beef brands," Agrekon, Agricultural Economics Association of South Africa (AEASA), vol. 59(2), February.
  • Handle: RePEc:ags:agreko:347974
    DOI: 10.22004/ag.econ.347974
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    References listed on IDEAS

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    1. Graham, Dan J. & Orquin, Jacob L. & Visschers, Vivianne H.M., 2012. "Eye tracking and nutrition label use: A review of the literature and recommendations for label enhancement," Food Policy, Elsevier, vol. 37(4), pages 378-382.
    2. Rosbergen, Edward & Pieters, Rik & Wedel, Michel, 1997. "Visual Attention to Advertising: A Segment-Level Analysis," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 24(3), pages 305-314, December.
    3. repec:ags:ijag24:345041 is not listed on IDEAS
    4. Rosbergen, E. & Pieters, R. & Wedel, M., 1997. "Visual attention to advertising : A segment-level analysis," Other publications TiSEM c77552c4-5b16-4ecb-8a21-2, Tilburg University, School of Economics and Management.
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    Cited by:

    1. Áron Török & Ching-Hua Yeh & Davide Menozzi & Péter Balogh & Péter Czine, 2023. "Consumers' preferences for processed meat: a best–worst scaling approach in three European countries," Agricultural and Food Economics, Springer;Italian Society of Agricultural Economics (SIDEA), vol. 11(1), pages 1-24, December.

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    Livestock Production/Industries;

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