The main aim of this research was to conduct consumers’ attitudes and behaviour toward beef and to get know factors influencing purchase decisions as well as barriers discouraging consumers to choose this kind of meat. The research was conducted on 10 groups of consumers: housewives aged 35–65. The research was run by means of focus study. The results indicate that beef is perceived to have positive nutritional, health, and sensory attributes and it is bought for special family occasions. However, popularity of this meat is severely restricted because of barriers deep-rooted in consumers’ minds: (1) price – beef is much more expensive comparing to other kinds of meat and it is less efficient; (2) it needs a lot of consumer commitment – it is rather difficult to prepare and time-consuming so some consumers cannot cope with this type of meat and do not have the guarantee of obtaining the desired culinary effect. The last factor mentioned by consumers was (3) lack of acceptance among children – female consumers state that children usually do not like this kind of meat due to its sensory properties.

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