Abstract

This study aimed to evaluate consumers’ perception of beef appearance in two photographic camera configurations and the images’ relationships with the willingness to purchase (WTP) and consumer characterisation. Photographic surveys were used to evaluate the visual perception of beef colour, visible fat, and overall appearance. This information was then related to WTP and consumer segmentation. A cumulative model for perception, logistic regression for WTP, and cluster were used for data analysis. The automatic configuration reaches the highest probability in visible fat (p < .05) and overall appearance (p < .05) but not for colour (p > .05) compared to the manual configuration. Consumers’ WTP was affected by visible fat and overall appearance (p < .05) regardless of camera configuration (p > .05). The highest WTP probability (>.8) was scored on a hedonic scale for visual fat and overall appearance. The cluster analysis showed consumers’ preferences related to beef fat, colour, and WTP. This research could provide important information to the beef-chain system to anticipate beef consumer preferences. Additionally, the evaluation of beef consumers’ perception through image could be a practical tool to identify clusters and specific beef preferences to custom-make a beef with high acceptance probability.

• HIGHLIGHTS

• Pictures anticipate the consumer’s perception.

• Beef consumers focussed on visible fat and overall appearance to answer the purchase decision.

• Beef fat, appearance, and colour differentiate consumer’s preferences.

摘要

这项研究旨在评估消费者对两种相机配置的牛肉外观的感知，以及图像与购买意愿（WTP）和消费者特征的关系。摄影调查用于评估牛肉颜色，可见脂肪和整体外观的视觉感受。然后，此信息与WTP和消费者细分相关。感知的累积模型，WTP的逻辑回归和聚类用于数据分析。与手动配置相比，自动配置在可见脂肪（p  <.05）和整体外观（p  <.05）方面的概率最高，但对于颜色（p  > .05）则没有。消费者的WTP受可见脂肪和整体外观的影响（p <.05），无论相机配置如何（p  > .05）。在享乐尺度上，最高的WTP概率（> .8）在视觉脂肪和整体外观上得分。聚类分析表明，消费者对牛肉脂肪，色素和WTP的偏好。这项研究可以为牛肉链系统提供重要信息，以预测牛肉消费者的喜好。此外，通过图像对牛肉消费者的感知进行评估可能是一种实用的工具，可用来识别集群和特定的牛肉偏爱，以定制出具有高接受概率的牛肉。

• 强调

• 图片预示着消费者的看法。

• 牛肉消费者着眼于可见脂肪和整体外观来回答购买决定。

• 牛肉的脂肪，外观和颜色可以区分消费者的喜好。