Measuring Consumer Involvement and Product Attributes on Beef Consumer Segmentation

Involvement is crucial in explaining emerging consumer behavior, such as purchasing and consumption decisions. Consumer involvement purchase decisions are influenced by product attributes, resulting differences segmentation. Therefore, this study aims to examine various beef segmentation categories their attributes. This would enable the profiling of based on level type involvement. The data were collected through an unrestricted self-selected survey run among 303 4 segments identified. Furthermore, One-way ANOVA F-tests with post-hoc Tukey multiple comparison test mean scores Pearson's chi-squared used achieve second objective. results showed concerned-consumer cautious-consumer segment place emphasis economic value when making In contrast, there was no distinction between functional symbolic values each segment. indicates that concerned-consumer, cautious-consumer, indifferent-consumer straightforward-consumer perceive advantages beef. scored high all found may consider a variety factors before product. Nevertheless, low has less information be apprehensive about, improved service can assist simplifying considered. Also, identification balancing attitudes towards meat fundamental importance for development strategies red sector. formulation market orientation implications differentiation marketing communication strategies.