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Lamb Availability and Merchandising in Retail Stores

Author

Listed:
  • Doty, Harry O., Jr.

Abstract

Excerpts from the report Introduction: This study was designed to provide information to sheep producers, meat packers, wholesale distributors, and retailers for use in planning improved merchandising, promotion, and advertising programs for lamb. In 1955, lamb comprised less than 3 percent of the 26 1/2 billion pounds of meat (not including poultry and fish) consumed in this country. The quantity of lamb eaten was less than one-tenth the volume consumed of either beef or pork. Per capita consumption of lamb in 1955 was 4.6 pounds, down from 7.2 pounds in 1945--the highest in recent years. An essential part of a market expansion program for a specific commodity is to insure maximum opportunity for consumers to purchase the item. The results of this study show the retail availability of lamb by region, by size of city, and by kind, size, and management of store; when lamb is available; and how much lamb compared with other kinds of meats is available. The research also sheds light on retail merchandising and buying practices for lamb.

Suggested Citation

  • Doty, Harry O., Jr., 1958. "Lamb Availability and Merchandising in Retail Stores," Marketing Research Reports 310600, United States Department of Agriculture, Agricultural Marketing Service, Transportation and Marketing Program.
    • Handle: RePEc:ags:uamsmr:310600
    DOI: 10.22004/ag.econ.310600
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