Replication Data for: Main Hypermarket Meat Purchasing Drivers

Objective: urbanization and migration to large centers has caused changes in the behavior of meat consumers, not only with regards to product choice based on product quality and safety, but also the purchasing process. In this sense, factors such as proximity, product availability, and price are also factors affecting the purchase choices. This work aims to analyze the main factors associated with the consumption of these meats in the Federal District, Brazil, in an attempt to broaden our understanding of what consumers consider important, and to provide guidance. Method: this research was carried out in three different hypermarket networks. A socioeconomic evaluation of the interviewees was carried out, followed by the application of a survey, through structured affirmative sentences that were categorized in sociocultural, economic, health/food and environmental dimensions. The sentences were evaluated using the seven-point Likert scale. Socioeconomic data pertaining the interviewees were analyzed by Chi-square tests and the responses obtained through the Likert scale were transformed into Mean Item Score (MIS). Results and Conclusions: the results indicate that the quality control of the meat exposed in supermarkets and the possibility of finding the same type of meat in several different places are the main factors influencing the purchasing decisions of consumers of these meats.

研究目标：城市化进程以及向大型中心城市的人口迁移，引发了肉类消费者行为的转变——这不仅体现在基于产品质量与安全的产品选择维度，同样渗透至采购流程层面。就此而言，购买便利性、产品可得性与价格，同样是影响消费者采购决策的关键因素。本研究旨在剖析巴西联邦特区内肉类消费的核心影响因素，以期深化对消费者核心考量维度的认知，并为相关行业提供针对性指引。
研究方法：本研究在三家不同的大型综合超市连锁网络中开展。首先对受访者进行社会经济特征评估，随后通过结构化陈述句设计调研问卷，将调研维度划分为社会文化、经济、健康/食品以及环境四大类别。问卷采用七级李克特量表（Likert Scale）进行评分。受访者的社会经济数据采用卡方检验（Chi-square tests）进行统计分析，而李克特量表所得的问卷回复结果则转换为条目平均得分（Mean Item Score, MIS）进行后续处理。
研究结果与结论：结果显示，超市内陈列肉类的质量管控水平，以及可在多个不同渠道购得同款肉类的便利性，是影响该类肉类消费者采购决策的两大主导因素。