Measuring Consumer Involvement and Product Attributes on Beef Consumer Segmentation

Mujtahidah Anggriani Ummul Muzayyanah, Agung Triatmojo, Nguyen Hoang Qui Hoang Qui


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


beef product; consumer behavior; consumer segment; involvement; product attributes

Full Text:



Aritonang, S. N. (2015). Perilaku konsumen rumah tangga dalam memilih daging sapi di Kota Padang. Jurnal Ilmu Ternak, 15(2). Retrieved from

Astuti, F. K., Suroto, K. S., & Santoso, E. P. (2019). Analisis bauran pemasaran terhadap perilaku konsumen daging sapi dan implikasi strategi pemasaran di hypermart Kota Malang. Buana Sains, 19(1), 25–36.

Bjelle, E. L., Wiebe, K. S., Többen, J., Tisserant, A., Ivanova, D., Vita, G., & Wood, R. (2021). Future changes in consumption: The income effect on greenhouse gas emissions. Energy Economics, 95, 105114.

Canozzi, M. E. A., Sphor, L. Á., Pimentel, C. M. M. M., Barcellos, J. O. J., Poli, C. H. E. C., Bergmann, G. P., & Kindlein, L. (2016). Sensory evaluation of beef and buffalo extensively reared and its relationship to sociodemographic characteristics of consumers. Semina: Ciencias Agrarias, 37(3), 1617–1628.

Castillo, M. J., & Carpio, C. E. (2019). Demand for high-quality beef attributes in developing countries: The case of Ecuador. Journal of Agricultural and Applied Economics, 51(4), 568–590.

Clonan, A., Roberts, K. E., & Holdsworth, M. (2016). Socioeconomic and demographic drivers of red and processed meat consumption: Implications for health and environmental sustainability. Proceedings of the Nutrition Society, 75(3), 367–373.

Domingo, N. G. G., Balasubramanian, S., Thakrar, S. K., Clark, M. A., Adams, P. J., Marshall, J. D., … & Hill, J. D. (2021). Air quality-related health damages of food. Proceedings of the National Academy of Sciences of the United States of America, 118(20), e2013637118.

Garmyn, A. (2020). Consumer preferences and acceptance of meat products. Foods, 9(6), 708.

Gendel-Guterman, H., & Levy, S. (2013). Does consumers’ personal involvement have an influence on store brand buying proneness? Journal of Consumer Marketing, 30(7), 553–562.

Gilbert, W., Thomas, L. F., Coyne, L., & Rushton, J. (2021). Review: Mitigating the risks posed by intensification in livestock production: The examples of antimicrobial resistance and zoonoses. Animal, 15(2), 100123.

Giskes, K., Van Lenthe, F. J., Brug, J., Mackenbach, J. P., & Turrell, G. (2007). Socioeconomic inequalities in food purchasing: The contribution of respondent-perceived and actual (objectively measured) price and availability of foods. Preventive Medicine, 45(1), 41–48.

Hrubá, R., & Sadílek, T. (2021). Lifestyle segmentation of Czech food consumers: How sustainability and listening to music correspond to consumer lifestyles. British Food Journal, 123(11), 3448–3470.

Kamphuis, C. B. M., De Bekker-Grob, E. W., & Van Lenthe, F. J. (2015). Factors affecting food choices of older adults from high and low socioeconomic groups: A discrete choice experiment. American Journal of Clinical Nutrition, 101(4), 768–774.

Karlsson Potter, H., & Röös, E. (2021). Multi-criteria evaluation of plant-based foods–use of environmental footprint and LCA data for consumer guidance. Journal of Cleaner Production, 280(Part 1), 124721.

Michaelidou, N., & Dibb, S. (2008). Consumer involvement: A new perspective. The Marketing Review, 8(1), 83–99.

Ministry of Agriculture (2022). Outlook komoditas peternakan daging sapi 2022. Retrieved from

Mohsenin, S., Sharifsamet, S., Esfidani, M. R., & Skoufa, L. A. (2018). Customer decision-making styles as a tool for segmenting digital products market in Iran. Journal of Islamic Marketing, 9(3), 560–577.

Montandon, A. C., Ogonowski, A., & Botha, E. (2017). Product involvement and the relative importance of health endorsements. Journal of food products marketing, 23(6), 649–667.

Nuraini, H., Aditia, E. L., & Brahmantiyo, B. (2018). Meat quality of Indonesian local cattle and buffalo. Bovine Science-A Key to Sustainable Development, 65–78.

Nurliza, Suharyani, A., & Nugraha, A. (2021). The product features, functions, and benefits of seafood products for competitive repositioning. AGRARIS: Journal of Agribusiness and Rural Development Research, 7(1), 91–110.

Olsen, S. O., Skallerud, K., & Heide, M. (2021). Consumers’ evaluation and intention to buy traditional seafood: The role of vintage, uniqueness, nostalgia and involvement in luxury. Appetite, 157, 104994.

Olsen, S. O., Tuu, H. H., & Grunert, K. G. (2017). Attribute importance segmentation of Norwegian seafood consumers: The inclusion of salient packaging attributes. Appetite, 117, 214–223.

Palmieri, N., & Forleo, M. B. (2020). The potential of edible seaweed within the western diet. A segmentation of Italian consumers. International Journal of Gastronomy and Food Science, 20, 100202.

Phuong, N. V., Huu Cuong, T., & Mergenthaler, M. (2014). Effects of Socio-economic and Demographic Variables on Meat Consumption in Vietnam. Asian Journal of Agriculture and Rural Development, 4(1), 7–22. Retrieved from

Risius, A., & Hamm, U. (2017). The effect of information on beef husbandry systems on consumers’ preferences and willingness to pay. Meat Science, 124, 9–14.

Risius, A., Hamm, U., & Janssen, M. (2019). Target groups for fish from aquaculture: Consumer segmentation based on sustainability attributes and country of origin. Aquaculture, 499, 341–347.

Rosli, N., Norbani, C.-H., & Ghazali, E. M. (2020). The influence of hotel attributes on brand attachment and post-consumption outcomes: The mediating effects of brand credibility. International Journal of Business and Society, 21(1), 313–333.

Roy, S. K., Gruner, R. L., & Guo, J. (2022). Exploring customer experience, commitment, and engagement behaviours. Journal of Strategic Marketing, 30(1), 45–68.

Sala, S., Anton, A., McLaren, S. J., Notarnicola, B., Saouter, E., & Sonesson, U. (2017). In quest of reducing the environmental impacts of food production and consumption. Journal of Cleaner Production, 140, 387–398.

Sani, L. O. A., Nafiu, L. O., Kurniawan, W., & Yunus, F. A. (2020). Purchasing decisions behaviour of beef consumer in Kendari, Southeast Sulawesi (Case study in Mandonga traditional market). IOP Conference Series: Earth and Environmental Science, 465, 012064.

Siró, I., Kápolna, E., Kápolna, B., & Lugasi, A. (2008). Functional food. Product development, marketing and consumer acceptance-A review. Appetite, 51(3), 456–467.

Slabá, M. (2019). The impact of age on the customers buying behaviour and attitude to price. Littera Scripta, 12(2).

Srinivasan, D. R., Srivastava, D. R. K., & Bhanot, P. S. (2014). Impact of education on purchase behaviour of luxury brands. IOSR Journal of Business and Management, 16(11), 63–74.

Su, C.-H., Tsai, C.-H., Chen, M.-H., & Qing Lv, W. (2019). US sustainable food market generation Z consumer segments. Sustainability, 11(13), 3607.

Thøgersen, J. (2017). Sustainable food consumption in the nexus between national context and private lifestyle: A multi-level study. Food Quality and Preference, 55, 16–25.

Troy, D. J., Ojha, K. S., Kerry, J. P., & Tiwari, B. K. (2016). Sustainable and consumer-friendly emerging technologies for application within the meat industry: An overview. Meat Science, 120, 2–9.

Uzunöz, M., & Karakaş, G. (2014). Socio-economic determinants of red meat consumption in Turkey: A case study. Çankırı Karatekin Üniversitesi Sosyal Bilimler Enstitüsü Dergisi, 5(1), 37–52. Retrieved from

Van Huy, L., Chi, M. T. T., Lobo, A., Nguyen, N., & Long, P. H. (2019). Effective segmentation of organic food consumers in Vietnam using food-related lifestyles. Sustainability, 11(5), 1237.

Verbeke, W., & Vackier, I. (2004). Profile and effects of consumer involvement in fresh meat. Meat Science, 67(1), 159–168.

von Braun, J., Afsana, K., Fresco, L. O., & Hassan, M. H. A. (2023). Food systems: Seven priorities to end hunger and protect the planet. In Science and Innovations for Food Systems Transformation (pp. 3–9). Cham: Springer International Publishing. Retrieved from

Wilska, T. A. (2002). Me-A consumer? Consumption, identities and lifestyles in today’s Finland. Acta Sociologica, 45(3), 195–210.


  • There are currently no refbacks.