Escriba-Perez Carmen, Baviera-Puig Amparo, Buitrago-Vera Juan, Montero-Vicente Luis
Department of Economics and Social Sciences, Building 3B, Universitat Politècnica de València, Camino de Vera s/n, Valencia 46022, Spain.
Department of Economics and Social Sciences, Building 3B, Universitat Politècnica de València, Camino de Vera s/n, Valencia 46022, Spain.
Meat Sci. 2017 Jul;129:120-126. doi: 10.1016/j.meatsci.2017.02.015. Epub 2017 Mar 1.
It is important to analyse the consumer profile of each type of meat to better adapt the marketing mix to each one. To this end, we examined the average consumption frequency of different types of meat based on two methodologies: consumer segmentation using the food-related lifestyle (FRL) framework, giving rise to 4 segments, and analysis of socio-demographic profiles. The variables used were: sex, age, educational level, social class, number of people in the household, presence of children younger than 18 in the home, geographical area and habitual residence. Beef was the only meat type significant in both analyses. Turkey meat only appeared as significant in the FRL analysis. The other meats (chicken, pork, rabbit and lamb) were only significant in the sociodemographic variables analysis. From the outcomes we may conclude that there is no single consumer profile, which rather depends on the type of meat.
分析各类肉类的消费者特征，以便更好地使营销组合适应每一类消费者，这一点很重要。为此，我们基于两种方法研究了不同类型肉类的平均消费频率：使用与食物相关的生活方式（FRL）框架进行消费者细分，产生了4个细分群体，并分析了社会人口特征。所使用的变量包括：性别、年龄、教育水平、社会阶层、家庭人口数量、家中是否有18岁以下儿童、地理区域和常住地。牛肉是两种分析中唯一显著的肉类类型。火鸡肉仅在FRL分析中显著。其他肉类（鸡肉、猪肉、兔肉和羊肉）仅在社会人口变量分析中显著。从结果中我们可以得出结论，不存在单一的消费者特征，而是取决于肉类的类型。
