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Study of the Factors that Influence Consumer Attitudes Toward Beef Products Using the Conjoint Market Analysis Tool, A

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Abstract

This study utilizes an analysis technique commonly used in marketing, the conjoint method, to examine the relative utilities of a set of beef steak characteristics considered by a national sample of 1,432 U.S. consumers, as well as additional localized samples representing undergraduate students at a business college and in an animal science department. The analyses indicate that among all respondents, region of origin is by far the most important characteristic; this is followed by animal breed, traceability, the animal feed used, and beef quality. Alternatively, the cost of cut, farm ownership, the non-use of growth promoters, and whether the product is guaranteed tender were the least important factors. Results for animal science undergraduates are similar to the aggregate results except that these students emphasized beef quality at the expense of traceability and the non-use of growth promoters. Business students also emphasized region of origin but then emphasized traceability and cost. The ideal steak for the aggregate group is from a locally produced choice Angus, fed a mixture of grain and grass that is traceable to the farm or origin. If the product was not produced locally respondents indicated that their preferred production states are, in order from most to least preferred, Iowa, Texas, Nebraska, and Kansas.

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Bibliographic Info

Paper provided by Center for Agricultural and Rural Development (CARD) at Iowa State University in its series Center for Agricultural and Rural Development (CARD) Publications with number 06-wp425.

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Date of creation: Aug 2006
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Handle: RePEc:ias:cpaper:06-wp425

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Keywords: conjoint market analysis; consumer preferences; country of origin; steak quality; traceability; transactions costs.;

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References

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  1. David Dickinson & DeeVon Bailey, 2001. "Meat traceability: are U.S. consumers willing to pay for it?," Working Papers 2001-14, Utah State University, Department of Economics.
  2. Ziehl, Amanda & Thilmany, Dawn D. & Umberger, Wendy J., 2005. "A Cluster Analysis of Natural Beef Product Consumers by Shopping Behavior, Importance of Production Attributes, and Demographics," Journal of Food Distribution Research, Food Distribution Research Society, vol. 36(01), March.
  3. Jutta Roosen & Jayson L. Lusk & John A. Fox, 2003. "Consumer demand for and attitudes toward alternative beef labeling strategies in France, Germany, and the UK," Agribusiness, John Wiley & Sons, Ltd., vol. 19(1), pages 77-90.
  4. Umberger, Wendy J., 2004. "Will Consumers Pay a Premium for Country-of-Origin Labeled Meat?," Choices, Agricultural and Applied Economics Association, Agricultural and Applied Economics Association, vol. 19(4).
  5. Umberger, Wendy J. & Feuz, Dillon M. & Calkins, Chris R. & Sitz, Bethany M., 2003. "Country-Of-Origin Labeling Of Beef Products: U.S. Consumers' Perceptions," Journal of Food Distribution Research, Food Distribution Research Society, vol. 34(03), November.
  6. Loureiro, Maria L. & Umberger, Wendy J., 2005. "Assessing Consumer Preferences for Country-of-Origin Labeling," Journal of Agricultural and Applied Economics, Southern Agricultural Economics Association, vol. 37(01), April.
  7. Green, Paul E. & Krieger, Abba M., 1989. "Recent contributions to optimal product positioning and buyer segmentation," European Journal of Operational Research, Elsevier, vol. 41(2), pages 127-141, July.
  8. John R. Hauser & Patricia Simmie, 1981. "Profit Maximizing Perceptual Positions: An Integrated Theory for the Selection of Product Features and Price," Management Science, INFORMS, INFORMS, vol. 27(1), pages 33-56, January.
  9. Thilmany, Dawn D. & Grannis, Jennifer L. & Sparling, Edward, 2003. "Regional Demand For Natural Beef Products In Colorado: Target Consumers And Willingness To Pay," Journal of Agribusiness, Agricultural Economics Association of Georgia, vol. 21(2).
  10. Urban, Glen L. & Weinberg, Bruce D. & Hauser, John R., 1994. "Premarket forecasting of really new products," Working papers 3689-94., Massachusetts Institute of Technology (MIT), Sloan School of Management.
  11. Wolf, Marianne McGarry & Thulin, Andrew J., 2000. "A Target Consumer Profile And Positioning For Promotion Of A New Locally Branded Beef Product," Journal of Food Distribution Research, Food Distribution Research Society, vol. 31(01), March.
  12. Loureiro, Maria L. & Umberger, Wendy J., 2003. "Estimating Consumer Willingness to Pay for Country-of-Origin Labeling," Journal of Agricultural and Resource Economics, Western Agricultural Economics Association, vol. 28(02), August.
  13. Jekanowski, Mark D. & Williams, Daniel R., II & Schiek, William A., 2000. "Consumers' Willingness To Purchase Locally Produced Agricultural Products: An Analysis Of An Indiana Survey," Agricultural and Resource Economics Review, Northeastern Agricultural and Resource Economics Association, vol. 29(1), April.
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Cited by:
  1. Schnettler, Berta & Sánchez, Mercedes & Orellana, Ligia & Sepúlveda, José, 2013. "Country of origin and ethnocentrism: a review from the perspective of food consumption," Economia Agraria y Recursos Naturales, Spanish Association of Agricultural Economists, vol. 17.
  2. Bulut, Harun & Lawrence, John D., 2007. "Meat Slaughter and Processing Plants' Traceability Levels Evidence From Iowa," Staff General Research Papers 12791, Iowa State University, Department of Economics.
  3. Chung, Chanjin & Briggeman, Brian C. & Han, Sungill, 2012. "Willingness to Pay for Beef Quality Attributes: A Latent Segmentation Analysis of Korean Grocery Shoppers," Journal of Agricultural and Applied Economics, Southern Agricultural Economics Association, vol. 44(04), November.

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