Consumption of beef by UNESP - Dracena academic community

Abstract

The objective of this work was to outline the profile and characteristics regarding beef consuming behavior in the academic community, UNESP – Campus Experimental de Dracena, focusing on students, professors, and staff. In this work 170 consumers answered a questionnaire in which we got a profile of the beef consumer. The results obtained of the consumer behavior, by means of profile and consuming habits; product; consumer habits and production system. Among the main results, we can observe that the price no longer features the biggest differential when there is a purchase, however hygiene, combined with the process of meat quality, such as taste, tenderness and color. These reflect the degree of awareness of the consumers. Regarding the most consumed cuts, low income students present a higher consume of low-price cuts. The situation changes when it comes to professors and staff, considering a higher consume related to more special cuts. Consumers are concerned about purchasing a product suited to food safety norms. It was found that most of the academic community (88.5%) wants to buy a sustainable source product. Understanding the consumer behavior requires specific analysis on different types of customers and in this new century, understanding the consumer is the key to successful in business.

Keywords

• Comportamento de consumo. Consumo de carne. Pesquisa de mercado.