Study of the Factors that Influence Consumer Attitudes Toward Beef Products Using the Conjoint Market Analysis Tool, A
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.
|Date of creation:||Aug 2006|
|Date of revision:|
|Contact details of provider:|| Postal: 578 Heady Hall, Ames, Iowa 50011-1070|
Phone: (515) 294-1183
Fax: (515) 294-6336
Web page: http://www.card.iastate.edu/
More information through EDIRC
Please report citation or reference errors to , or , if you are the registered author of the cited work, log in to your RePEc Author Service profile, click on "citations" and make appropriate adjustments.:
- Umberger, Wendy J., 2004. "Will Consumers Pay a Premium for Country-of-Origin Labeled Meat?," Choices, Agricultural and Applied Economics Association, vol. 19(4).
- 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.
- Dickinson, David L. & Bailey, DeeVon, 2002.
"Meat Traceability: Are U. S. Consumers Willing To Pay For It?,"
2002 Annual meeting, July 28-31, Long Beach, CA
19670, American Agricultural Economics Association (New Name 2008: Agricultural and Applied Economics Association).
- Dickinson, David L. & Bailey, DeeVon, 2002. "Meat Traceability: Are U.S. Consumers Willing To Pay For It?," Journal of Agricultural and Resource Economics, Western Agricultural Economics Association, vol. 27(02), December.
- 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.
- David Dickinson & DeeVon Bailey, 2002. "Meat Traceability: Are U.S. Consumers Willing To Pay For It?," Working Papers 2002-07, Utah State University, Department of Economics.
- 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,"
John Wiley & Sons, Ltd., vol. 19(1), pages 77-90.
- Roosen, Jutta & Lusk, Jayson L. & Fox, John A., 2001. "Consumer Demand For And Attitudes Toward Alternative Beef Labeling Strategies In France, Germany, And The Uk," 2001 Annual meeting, August 5-8, Chicago, IL 20643, American Agricultural Economics Association (New Name 2008: Agricultural and Applied Economics Association).
- 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.
- John R. Hauser & Patricia Simmie, 1981. "Profit Maximizing Perceptual Positions: An Integrated Theory for the Selection of Product Features and Price," Management Science, INFORMS, vol. 27(1), pages 33-56, January.
- 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.
- 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.
- 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.
- Loureiro, Maria L. & Umberger, Wendy J., 2005. "Assessing Consumer Preferences for Country-of-Origin Labeling," Journal of Agricultural and Applied Economics, Cambridge University Press, vol. 37(01), pages 49-63, April.
- 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.
- 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.
- 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.
- 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).
When requesting a correction, please mention this item's handle: RePEc:ias:cpaper:06-wp425. See general information about how to correct material in RePEc.
For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: ()
If references are entirely missing, you can add them using this form.