Consumption frequency and degree of abstraction: A study using the laddering technique on beef consumers

Consumer behaviour is being marked by changes in consumption trends. Hence, a knowledge and understanding of how consumers reflect key aspects of their personality in the products they purchase and consume is of vital importance to producers wishing to enhance their strategic position in the marketplace. The aim of this study is to investigate the consumption decision structure of beef, to assess the variation in complexity as a function of consumption levels. In order to meet these objectives, we designed a survey based on the means-end chain theory, using the laddering interview technique. The result shows that as consumers’ consumption levels increase, their decision-making processes become more complex, and therefore the reach higher levels of abstraction in the means-end chain. This reveals the incorporation of a greater number of abstract attributes (mainly credence attributes), psychological consequences and terminal values by consumers with higher consumption levels, who incorporate more personality traits into their decisions. Cultural identification and high self-esteem are the main components in the final choice of high-frequency beef consumers. The importance of price issues is apparent among occasional consumers. These findings can be used by firms within the beef sector in order to adapt marketing strategies to different consumption frequency segments.