Title: SEGMENTATION OF CONSUMING MARKETS OF BEEF
Author(s): Filho, D.de O.L.(1) + Sproesser, R.L.(1) + Pereira, S.C.F. + Figueiredo,(2) J.de C.(1)
Organisation: 1-PPAgro Federal de Mato Grosso do Sul (UFMS), 2-Fundacao Getulio Vargas (FGV/SP)
Country: Brazil
One of the tasks most difficult in the planning of marketing has been the election of the
market-target. Being thus, the market segmentation reveals of great importance. The objective
of this study is to discuss a market segmentation model of meat consumers. For in such a way,
a bibliographical research was conducted, adopting two basic conditions: (a) the proposals of
segmentation of used consuming markets in excellent scientific studies can indicate insights for
the presented theoretical construction; and (b) the excellent variable in the process of purchase
of the consumers must be considered in the quarrel proposal. The following excellent variable
had been identified, considering the purchase process: culture, motivation, perception, health,
nutritional value, pecuniary acceptability, beliefs, intention, variable, attitude, style of life and
preparation of the food. This allowed the identification of four segments of consumers: Guided
by Meat Protein, Guided by Health, Indifferent and Sporadic. It is concluded, therefore, the
product meat can not be considered as commodity, it exists other factors, beyond the price, that
have great influence on the behavior of purchase of the consumer.
Key words: segmentation, meat, Consumer behavior.
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