Resumo

MAYSONNAVE, G.S. et al. Quality perception of beef with brand in the south of Brazil. Arch. zootec. [online]. 2014, vol.63, n.244, pp.633-644. ISSN 1885-4494.  https://dx.doi.org/10.4321/S0004-05922014000400007.

The objective of this study was to analyze the quality perceived by different actors in beef marks chain production at Rio Grande do Sul state. The data were obtained through a descriptive exploratory research, using as an instrument of data collection standards a based structured questionnaire with six questions covering seven levels of the beef market chain: i) consumers, ii) butchers, iii) perishable managers and iv) supermarket general managers, v) sales managers of meat and vi) cattle purchase managers and vii) farmers. The results showed that the most important source of information for consumers is still the butcher. From researched questions the highest coefficient of variation was observed in the questions who can inform about meat quality to consumers? and in your opinion, does the breed guarantee meat quality?, showing low agreement among the meat agents (60 %). On the other hand, the higher uniformity (30 %) of responses was observed in the questions mark the importance from 1 to 5 the attributes of higher influence at meat purchase moment and in order, what is the more important information as indicators of quality meat?. It was concluded that the different actors of the production chain have relatively similar understanding about the quality of meat each other and have good understanding of consumer preferences.

Palavras-chave : Decision-making; Filière; Meat differentiation; Purchase decision; Supermarkets; Supply chain information.

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