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Implicit Value of Retail Beef Brands and Retail Meat Product Attributes

Author

Listed:
  • Dutton, Jennifer M.
  • Ward, Clement E.
  • Lusk, Jayson L.

Abstract

Consumers reveal preferences for fresh beef attributes through their retail beef purchases. Hedonic pricing methods were used to estimate the value consumers place on observable characteristics of fresh beef products, especially on retail beef brands. Primary data were collected from 65 randomly generated grocery stores located in three metropolitan areas, Oklahoma City and Tulsa, Oklahoma, and Denver, Colorado. Retail beef package data were collected on 462 ground products, 175 roast products, and 756 steak products. There was some evidence retail beef brands command a price premium compared with unbranded, generic products. In this study, branding programs classified as “special” (i.e. no antibiotics, no hormones, all natural) offered the largest price premiums, but “other” types of branding programs offered price premiums as well. Price premiums for special brands were $1.45/lb. for ground products and $5.87/lb. for steak products. Labeling variables were not consistently significant in this study, indicating that labels associated with a brand name might offer consumers the most reassurance for their purchasing decision. The most important attributes affecting retail price per pound of ground beef products are store location (metropolitan area), store type, type of product, fat content, package size and type, expiration dates, brands and labels. Store location (metropolitan area) was important but store type was less important for explaining steak items than ground items. Steak prices were influenced by cut type, USDA quality grade, package size and type, and slightly by expiration date.

Suggested Citation

  • Dutton, Jennifer M. & Ward, Clement E. & Lusk, Jayson L., 2007. "Implicit Value of Retail Beef Brands and Retail Meat Product Attributes," 2007 Conference, April 16-17, 2007, Chicago, Illinois 37571, NCCC-134 Conference on Applied Commodity Price Analysis, Forecasting, and Market Risk Management.
  • Handle: RePEc:ags:nccsci:37571
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    File URL: http://purl.umn.edu/37571
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    References listed on IDEAS

    as
    1. Purcell, Wayne, 1993. "Price and Non-Price Factors Affecting Demand for Meats: Emphasis on Beef," Staff Papers 232512, Virginia Tech, Department of Agricultural and Applied Economics.
    2. Jayson L. Lusk & John A. Fox & Ted C. Schroeder & James Mintert & Mohammad Koohmaraie, 2001. "In-Store Valuation of Steak Tenderness," American Journal of Agricultural Economics, Agricultural and Applied Economics Association, vol. 83(3), pages 539-550.
    3. Jayson L. Lusk & Jutta Roosen & John A. Fox, 2003. "Demand for Beef from Cattle Administered Growth Hormones or Fed Genetically Modified Corn: A Comparison of Consumers in France, Germany, the United Kingdom, and the United States," American Journal of Agricultural Economics, Agricultural and Applied Economics Association, vol. 85(1), pages 16-29.
    4. Parcell, Joseph L. & Schroeder, Ted C., 2007. "Hedonic Retail Beef and Pork Product Prices," Journal of Agricultural and Applied Economics, Southern Agricultural Economics Association, vol. 39(01), April.
    5. Johnson, Heather C. & Ward, Clement E., 2005. "Market Signals Transmitted by Grid Pricing," Journal of Agricultural and Resource Economics, Western Agricultural Economics Association, vol. 30(03), December.
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    Cited by:

    1. Martínez-Garmendia, Josué, 2010. "Application of hedonic price modeling to consumer packaged goods using store scanner data," Journal of Business Research, Elsevier, vol. 63(7), pages 690-696, July.

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