Segmentación de consumidores según su actitud frente al bienestar animal en Santiago y Viña del Mar

Abstract

An alternative to add value to beef is the incorporation of confidence attributes, one of which might be to guarantee that it has been produced under procedures of animal welfare. In order for this strategy to be successful, it is relevant to know if there are consumer segments that value these attributes and which are their characteristics. This work looks into these issues using a survey previously used in the European Union by Welfare Quality®. From the original survey we selected questions that explore the attitude toward animal welfare and applied it to 450 persons in the cities of Santiago and Viña del Mar. Three consumer segments were identified using factor analysis and cluster analysis. The first segment corresponds to Emotional Consumers (32% of the sample) who were looking for better animal welfare, though without having to pay extra. The second segment is called Conscious Consumers (49% of the sample), who are aware of the need to adopt measures related to animal welfare, even if it means to pay more. The last segment, called Indifferent Consumers (19% of the sample), has a more functional perspective, since animal welfare is not important for them, believing that it does not bring benefits and are thus not ready to pay for animal welfare