CHARACTERISTICS OF DIFFERENT CONSUMER SEGMENTS IN THE AUSTRALIAN BEEF MARKET
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Beef consumers in Australia have shown differences in their preferences for products and
sensitivity to price. This can be explained by the influence on expected quality of cues related
to health, production process and eating experience. Eating experience is difficult to predict as
consumers generally do not have enough information to form reliable expectations. In this
context, branded beef can help to signal quality and reduce the degree of uncertainty that
consumers experience when shopping. Focus group research identified different segments,
premiums for preferred products and potential for large-scale differentiation and branding in
the Australian market.