How the perception of quality for beef evaluated by the buyer at the time of purchase: Study in three Brazilian cities of different sizes - Curitiba, Campo Mourão and Palotina

ABSTRACT. In order to evaluate how beef buyers in the State of Paraná, Brazil south value meat quality indicators, and attributes of credibility, 519 interviews were conducted in three cities with different sizes (Big - Curitiba, Medium - Campo Mourão and Small - Palotina). The interviews were applied after the meat was placed in the shopping cart and were composed of five questions, including question of spontaneous response: (i) factors that the buyer considers at the purchasing time; (ii) information which the buyer considers important to appear on the meat label; and three questions of s...