To get insight into Polish consumers’ perception and prioritization of beef attributes there was a research conducted using qualitative approach. The results show that Polish consumers perceive beef as healthy, lean, with a high content of iron, tasty and festive meat. Nevertheless, consumers also pay attention to the negative aspects of beef and they claim that beef is difficult to prepare, expensive and tough. Female consumers also indicated that it is not easy to buy quality beef, and that children do not like that type of meat. The projective image of beef is positive and the most commonly mentioned association represented dimensions such as strength, activity, lightness, creativity, wealth, peace, elegance, happiness and health. These results maybe of relevance for creating communication strategies on the beef market.

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