Resumen

SEGOVIA, Emma et al. Conducta del consumidor de carne bovina según clase socioeconómica en el municipio Maracaibo, Estado Zulia, Venezuela¹. Agroalim [online]. 2005, vol.10, n.21, pp.113-121. ISSN 1316-0354.

A descriptive- transversal study was carried out to determine the behavior of consumers of red bovine meat by socioeconomic class in the municipality of Maracaibo, Zulia State, Venezuela. The population in this study was resident of Maracaibo municipality and 554 butcher’s shops located in this municipality. The sample size was determined by simple-random method, 110 butcher’s shops were selected, distributed within 18 parishes. A two-step sampling was used to determine the number of consumers per butcher’s shop [3 people per shop (330 consumers)]. A survey was applied to collect the data, which was analyzed by descriptive statistic, frequency analysis and chi-squared tests. The socioeconomic classes (A/B, C, D and E) were characterized by income, education, family members, among others. Based on the results, 80% of consumers belong to socioeconomic classes «C» and «D», the majority of these consumers are female (65%);young people between 15 and 60 year old (89%), have a permanent job (61%) and own a house (84%). For the variables place and frequency of buying, there are no significant differences among socioeconomic classes, but for the variable buying quantity, the E class bought lower amount of red bovine meat. The consumption average is twice a week, independent of socioeconomic classes. Decision- buying factors are preferences for red meat. The main attribute to buy red bovine meat is color, without considering cut types. Beef consumers also consider the variety of meals that they can make, even though red beef yields less than other kinds of meat. In general, socioeconomic class is a relevant factor on behavior of consumers of bovine beef in Maracaibo municipality. Classes respond to psychological factors and attributes of red meat.

Palabras clave : Consumer behavior; beef; consumption attribute; bovine meat chain; and socioeconomic class.