Using online projective techniques to understand the consumers' perception of dry-aged beef

Area of Science:

• Food Science
• Consumer Behavior

Background:

• Dry aging is a traditional method for meat preservation and flavor enhancement.
• Consumer food preferences are dynamic, requiring ongoing research into intentions, habits, and attitudes.

Purpose of the Study:

• To assess current consumer perceptions of dry-aged beef.
• To identify factors influencing purchasing decisions and market barriers.

Main Methods:

• An online questionnaire was distributed via social media (snowball sampling) to 126 consumers.
• Cluster analysis categorized respondents into two groups based on consumption patterns and perceptions.
• Statistical analysis compared perceptions before and after meat trimming.

Main Results:

• 75% of respondents were non-consumers of dry-aged beef.
• Cluster 2 consumers associated pre-trim visuals with negative concepts (e.g., contamination), while post-trim visuals evoked positive terms (e.g., flavor).
• High cost deterred Cluster 1 consumers, while Cluster 2 consumers were concerned about unfamiliarity and appearance.

Conclusions:

• Consumer education is crucial to highlight the benefits of dry-aged beef.
• Addressing negative perceptions of appearance and unfamiliarity can increase market acceptance.
• Positive experiences and social influence significantly impact purchasing decisions for dry-aged beef.