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The present study looks for better understanding the demand for beef products in Montevideo, considering three geographic areas representing different socioeconomic levels, through the observed supply at the two most important retail formats: supermarkets and meat stores. Twenty one percent of the total volume was traded in the high- socioeconomic level area (AG1), 47% was traded in the mid-socioeconomic level (AG2) while the remaining 32% was traded in the low-socioeconomic level area (AG3). The results of this research showed that as we move from areas of high to low socioeconomic levels in Montevideo, the demand for cheaper cuts (chuck, clod, navel, and rib plate) increased in comparison to more valuable cuts (tenderloin, inside and eye round). Additionally, it was observed that meat stores (butcheries) exhibited their offered products mainly inside window cases (bulky rather than packed in vacuum bags or trays). Although it seems that supermarkets had better interpreted changing consumption habits and tastes, meat stores started adopting marketing strategies for capturing clients, going from improvements in packing and product presentation to incorporating other kind of products to their supply.


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