Influência do atributo de sinal na disposição a pagar pela carne bovina produzida no pasto

• Ano de defesa: 2015
• Autor(a) principal: Chini, Juliana
• Orientador(a): Spers, Eduardo Eugênio
• Banca de defesa: Borini, Felipe Mendes , Neves, Marcos Fava
• Tipo de documento: Dissertação
• Tipo de acesso: Acesso aberto
• Idioma: por
• Instituição de defesa: Associação Escola Superior de Propaganda e Marketing
• Programa de Pós-Graduação: Programa de Mestrado em Administração da ESPM
• Departamento: Gestão Internacional
• País: BR
• Palavras-chave em Português: atributos; carne bovina; consumidor; experimento; marketing internacional
• Palavras-chave em Inglês: attributes; beef; consumer; experiment; international marketing
• Área do conhecimento CNPq: CNPQ::CIENCIAS SOCIAIS APLICADAS::ADMINISTRACAO::ADMINISTRACAO DE SETORES ESPECIFICOS
• Link de acesso: http://tede2.espm.br/handle/tede/38

Cue attributes bring suggestions for other attributes as the independent attributes not. This study aimed to identify the marginal impact of introducing a cue attribute of a grass fed-beef in the willingness to pay (WTP) of consumers by other independent attributes. The hypotheses of the study are that the WTP for the attribute "Animal welfare Guaranteed" is greater than for the other attributes in the same steak, the WTP of the cue attribute decreases as independent attributes are added and the WTP for the attribute tenderness is greater than for the cue attribute. The research is divided into three stages. The first, qualitative, was the investigation of the values that consumers have about the beef production. Therefore, there were conducted 52 interviews with Brazilian and American consumers and was used the laddering. The second stage, also qualitative and exploratory, included interviews with two beef experts. In the third stage, quantitative, six experiments were performed in person and online with 267 consumers of beef. As a result, the main value found for the Brazilians was security, while for the Americans was the self-direction. For the experts, the grass-fed beef could be an advantage for niche markets. For consumers, the WTP for animal welfare was the most important in the experiments of choice where this information was presented. As attributes were introduced, the WTP for the most important attributes decreased. Moreover, consumers are willing to pay more for tenderness than for animal welfare. The three hypotheses were validated. New opportunities for research and theoretical and managerial implications are presented.