Brunsø, Karen4; Grunert, Klaus G.4; Bredahl, Lone1
1 Department of Marketing and Statistics, Aarhus School of Business, Aarhus BSS, Aarhus University2 MAPP - Centre for Research on Customer Relations in the Food Sector, Aarhus School of Business, Aarhus BSS, Aarhus University3 Department of Management, Aarhus BSS, Aarhus University4 Department of Management, Aarhus BSS, Aarhus University
The evaluation of meat quality and safety is not an easy task for consumers. In this article, the Total Food Quality Model will be introduced as a framework for understanding how consumers perceive meat quality, and results from a Danish study dealing with consumer perception and experience of beef will be presented. Consumers form expectations about the eating quality of meat at the point of purchase, based on prior experience and information available in the shopping environment, while the eating quality is experienced in the home during and after meal preparation. Results show that consumers have difficulty in evaluating meat quality, resulting in uncertainty and dissatisfaction, and reveal a need for educating consumers about evaluating eating quality during shopping.