Involvement is crucial in explaining emerging consumer behavior, such as purchasing and consumption decisions. Consumer involvement and purchase decisions are influenced by product attributes, resulting in differences in segmentation. Therefore, this study aims to examine consumer involvement in various beef segmentation categories and their product attributes. This would enable the profiling of consumer segmentation based on their level and type of involvement. The data were collected through an unrestricted self-selected survey run among 303 consumer and 4 consumer segments were identified. Furthermore, the One-way ANOVA F-tests with post-hoc Tukey multiple comparison test of mean scores and Pearson's chi-squared were used to achieve the second objective. The results showed concerned-consumer and cautious-consumer segment place emphasis on the economic value of the product when making purchasing decisions. In contrast, there was no distinction between functional and symbolic values of involvement in each consumer segment. This indicates that concerned-consumer, cautious-consumer, indifferent-consumer and straightforward-consumer segment perceive the advantages of purchasing beef. Furthermore, the concerned-consumer segment scored high on all product attributes. This study found that consumer with high involvement may consider a variety of factors before purchasing a product. Nevertheless, a low level of consumer involvement has less information to be apprehensive about, and improved consumer service can assist the cautious-consumer and concerned-consumer segment by simplifying the various information considered. Also, the identification of consumer segment based on balancing their attitudes towards meat consumption is of fundamental importance for the development of strategies in the red meat sector. The formulation of the market orientation has implications for product differentiation and marketing communication strategies.

This study was implemented to determine benefit distribution from the value chain and analyze Jakarta’s local beef market’s price determination processes. The research method was a survey, and a purposive sampling technique was used to select key informants. A structured questionnaire was designed to collect the data supplemented with focus group discussion. Data were analyzed using descriptive quantitative statistics. The descriptive statistics revealed a market structure based on the elements to have many consumers and suppliers with ex-imported cattle (98 percent) and local cattle from East Nusa Tenggara and East Java (2 percent) fulfilled the demand in a year. Middlemen in the supply chain have more significant benefits than producers (feedlots and farmers) and consumers. The implication of the study is developing a business model for modern retail or butchering-based meat shops that increases the added value of local meat and benchmarking of a long beef chain efficiency at post-cutting (downstream). The development of a modern retail business model is expected to drive the shifting system sales of beef from a commodity to a product basis.

Foot and Mouth Disease (FMD) poses significant challenges to livestock management and agricultural economies worldwide. This study examines the effect of farmers’ sociodemographic factors on livestock infected with Foot and Mouth Disease (FMD) and analyzes its socioeconomic impact on smallholder farmers in Indonesia. This study collected data from 992 households (202 infected and 790 non-infected) in the special region of Yogyakarta province. The research used propensity score matching (PSM) treatment effect analysis to assess the socioeconomic impact of FMD outbreaks on smallholder farmers. Our results demonstrated that FMD significantly increased (p < 0.01) smallholder farmers’ social behavior, including knowledge, attitude, and practice (KAP). Furthermore, farmers whose animals are already infected with FMD must spend an additional IDR 258,000 to IDR 270,000 on treatment compared to non-infected ones. This study provides empirical evidence that farmer characteristics, including women’s decision-making, income, farming group, and cattle ownership, determine the likelihood of FMD infection, which implies that farmers with specific characteristics may heighten the risk of FMD infection. We concluded that FMD has changed social behavior and accelerated economic loss for smallholder farmers. Hence, farmers with animals at risk of FMD infection are prioritized in FMD control programs.

The farmers have encountered challenges in conducting livestock trade due to the absence of dealer activity caused by Anthrax and Foot Mouth Disease (FMD) epidemics. In this context, it is crucial to utilize technology in livestock marketing to obtain current market information from distant marketplaces and reduce the risk of contagion. To meet these purposes, a mobile phone application has been developed in order to be used by cattle farmers; after that, market testing has been conducted to gain feedback and determine the segmentation. Thus, the study aimed to examine the differences in the perceived ease of use, perceived usefulness, and social impact amongst farmers who are willing and unwilling to embrace a mobile phone application for digital marketing. A total of 968 cattle farmers were surveyed with stratified random sampling techniques in the Special Region of Yogyakarta. The data obtained were analyzed using mean difference inferential analysis. The result showed that farmers with various categories of age, education, farm revenue, farmers group, farmer experience, cattle ownership, and regions have significantly different (p<0.01) perceived usefulness (PU), perceived ease of use (PE), and social influence (SI) on mobile applications for livestock digital marketing. Furthermore, farmers willing to adopt mobile application have significantly higher (p<0.01) PU, PE, and SI factors. This study recommends mobile app developers evaluate potential user needs and background factors that may influence farmers' interest.

Konsumen memiliki beberapa pertimbangan sebelum memilih merek produk tertentu. Namun, ketika konsumen memilih produk olahan daging, harga tidak lagi menjadi faktor yang utama. Konsumen sadar bahwa produk daging olahan memiliki manfaat lebih dari pada daging segar karena dapat disimpan lebih lama. Kenaikan pembelian produk tersebut menyebabkan peningkatan pengusaha agribisnis baru yang menjual produk daging olahan. Penelitian dilakukan di enam provinsi, yaitu Banten, Jakarta, Jawa Barat, Jawa Tengah, Yogyakarta, dan Jawa Timur. Provinsi tersebut merupakan sentra konsumen produk olahan daging dan kepadatan penduduk yang lebih tinggi dibandingkan provinsi lain di Indonesia. Studi ini menggunakan desain cross-sectional dengan metode survei untuk menganalisis pengaruh karakteristik sosiodemografi konsumen terhadap persepsi harga dalam memilih merek produk daging olahan. Data primer dikumpulkan menggunakan teknik pengambilan convinience sampling. Sebanyak 456 responden konsumen produk olahan daging terlibat dalam studi ini. Penelitian ini membedakan responden berdasarkan umur. Hasil penelitian menunjukkan bahwa perbedaan tingkat pendapatan, lokasi tempat tinggal, jenis kelamin, dan pendidikan terakhir signifikan berpengaruh terhadap perbedaan persepsi harga dalam keputusan pemilihan merek produk (P<0.001). Berdasarkan hasil penelitian dapat disimpulkan bahwa konsumen dengan karakteristik sosiodemografi yang berbeda memiliki pandangan yang berbeda pula terkait harga dalam menentukan pilihan merek produk olahan daging. Pendapatan konsumen menjadi faktor dominan dalam menentukan merek produk daging ternak olahan tertentu.