Resumen
Branded meat of consistently high quality has earned a reputation worldwide as a means to increase beef consumption. The feedlot industry is the main beef producer in South Africa and falls in the category of Small Businesses. For these small business meat retailers to be successful in an industry subjected to fierce competition, it is necessary to be innovative in a market where high quality beef serves as just another commodity. This study explored the marketing efforts of meat producers in Middelburg, Mpumalanga, by drawing tangent planes between effective marketing and the knowledgeable consumer. The research approach that was used included both quantitative and qualitative research. The population consisted of consumers buying meat products at three different retailers in Middelburg, Mpumalanga. A sample of 612 was conveniently selected for the study. A total of 588 questionnaires were completed. The results of the study provide insights into the measures that influence brand equity for branded meat products. The importance to establish a link between brand variables and consumers perception regarding the importance of these variables is thus critical in the success of branded meat products. These marketing insights make a significant contribution to the competitive marketing strategies of small business meat retailers.