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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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  • Brian Mennecke & Anthony Townsend & Dermot J. Hayes & Steven M. Lonergan, 2006. "Study of the Factors that Influence Consumer Attitudes Toward Beef Products Using the Conjoint Market Analysis Tool, A," Center for Agricultural and Rural Development (CARD) Publications 06-wp425, Center for Agricultural and Rural Development (CARD) at Iowa State University.
  • Handle: RePEc:ias:cpaper:06-wp425
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    1. Merritt, Meagan G. & Delong, Karen Lewis & Griffith, Andrew P. & Jensen, Kimberly L., 2018. "Consumer Willingness To Pay For Tennessee Certified Beef," Journal of Agricultural and Applied Economics, Cambridge University Press, vol. 50(2), pages 233-254, May.
    2. Cicia, Gianni & Colantuoni, Francesca, 2010. "WTP for Traceable Meat Attributes: A Meta‐analysis," 2010 International European Forum, February 8-12, 2010, Innsbruck-Igls, Austria 100593, International European Forum on System Dynamics and Innovation in Food Networks.
    3. Hussein, Mohamud & Fraser, Iain & Costanigro, Marco, 2016. "Hedonic Analysis of Origin of Meat In The United Kingdom," 90th Annual Conference, April 4-6, 2016, Warwick University, Coventry, UK 236353, Agricultural Economics Society.
    4. Shiwen Quan & Yinchu Zeng & Xiaohua Yu & Te Bao, 2018. "WTP for baby milk formula in China: Using attribute nonattendance as a priori information to select attributes in choice experiment," Agribusiness, John Wiley & Sons, Ltd., vol. 34(2), pages 300-320, March.
    5. Zulug, Aslı & Miran, Bülent & Tsakiridou, Efthimia, 2015. "Consumer Preferences and Willingness to Pay for Country of Origin Labeled Product in Istanbul," Agricultural Economics Review, Greek Association of Agricultural Economists, vol. 16(2), pages 1-10.
    6. Dobbs, Leah Moore & Jensen, Kimberly L. & Leffew, Megan Bruch & English, Burton C. & Lambert, Dayton M. & Clark, Christopher D., 2016. "Consumer Willingness to Pay for Tennessee Beef," Journal of Food Distribution Research, Food Distribution Research Society, vol. 47(2), pages 1-24, July.
    7. Bulut, Harun & Lawrence, John D., 2007. "Meat Slaughter and Processing Plants' Traceability Levels Evidence From Iowa," Staff General Research Papers Archive 12791, Iowa State University, Department of Economics.
    8. Wu, Linhai & Wang, Shuxian & Zhu, Dian & Hu, Wuyang & Wang, Hongsha, 2015. "Chinese consumers’ preferences and willingness to pay for traceable food quality and safety attributes: The case of pork," China Economic Review, Elsevier, vol. 35(C), pages 121-136.
    9. Van Wezemael, Lynn & Caputo, Vincenzina & Nayga, Rodolfo M. & Chryssochoidis, George & Verbeke, Wim, 2014. "European consumer preferences for beef with nutrition and health claims: A multi-country investigation using discrete choice experiments," Food Policy, Elsevier, vol. 44(C), pages 167-176.
    10. Joseph, Siny & Lavoie, Nathalie & Caswell, Julie A., 2014. "Implementing COOL: Comparative welfare effects of different labeling schemes," Food Policy, Elsevier, vol. 44(C), pages 14-25.
    11. 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(4), pages 1-13, November.
    12. Linhai Wu & Xiaoru Gong & Shasha Qin & Xiujuan Chen & Dian Zhu & Wuyang Hu & Qingguang Li, 2017. "Consumer preferences for pork attributes related to traceability, information certification, and origin labeling: Based on China's Jiangsu Province," Agribusiness, John Wiley & Sons, Ltd., vol. 33(3), pages 424-442, June.
    13. Abidoye, Babatunde O. & Bulut, Harun & Lawrence, John & Mennecke, Brian & Townsend, Anthony M., 2011. "U.S. Consumers’ Valuation of Quality Attributes in Beef Products," ISU General Staff Papers 201101010800001476, Iowa State University, Department of Economics.
    14. McKay, Lettie & DeLong, Karen L. & Jensen, Kimberly L. & Griffith, Andrew P. & Boyer, Christopher N., 2018. "Restaurants’ Willingness to Pay for Tennessee Certified Beef," 2018 Annual Meeting, February 2-6, 2018, Jacksonville, Florida 266578, Southern Agricultural Economics Association.
    15. Dobbs, Leah & Jensen, Kimberly & Leffew, Megan & English, Burton & Lambert, Dayton & Clark, Christopher, 2015. "Willingness to Pay for Tennessee Beef among Tennessee Consumers," 2015 Annual Meeting, January 31-February 3, 2015, Atlanta, Georgia 196672, Southern Agricultural Economics Association.
    16. Evelyne Gbénou-Sissinto & Ygué P. Adegbola & Gauthier Biaou & Roch C. Zossou, 2018. "Farmers’ Willingness to Pay for New Storage Technologies for Maize in Northern and Central Benin," Sustainability, MDPI, Open Access Journal, vol. 10(8), pages 1-21, August.
    17. Taylor, Mykel R. & Tonsor, Glynn T., 2013. "Revealed Demand for Country-of-Origin Labeling of Meat in the United States," Journal of Agricultural and Resource Economics, Western Agricultural Economics Association, vol. 38(2), pages 1-13, August.
    18. Wang, Shuxian & Wu, Linhai & Zhu, Dian & Wang, Hongsha & Xu, Lingling, 2014. "Chinese consumers’ preferences and willingness to pay for traceable food attributes: The case of pork," 2014 Annual Meeting, July 27-29, 2014, Minneapolis, Minnesota 165639, Agricultural and Applied Economics Association.
    19. 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.
    20. Glynn T. Tonsor & Ted C. Schroeder & Jayson L. Lusk, 2013. "Consumer Valuation of Alternative Meat Origin Labels," Journal of Agricultural Economics, Wiley Blackwell, vol. 64(3), pages 676-692, September.
    21. Berry, Christopher & Mukherjee, Amaradri & Burton, Scot & Howlett, Elizabeth, 2015. "A COOL Effect: The Direct and Indirect Impact of Country-of-Origin Disclosures on Purchase Intentions for Retail Food Products," Journal of Retailing, Elsevier, vol. 91(3), pages 533-542.
    22. Tyler J. Klain & Jayson L. Lusk & Glynn T. Tonsor & Ted C. Schroeder, 2014. "An experimental approach to valuing information," Agricultural Economics, International Association of Agricultural Economists, vol. 45(5), pages 635-648, September.
    23. Wägeli, S. & Hamm, U., 2013. "Wahrnehmung und Präferenzen für tierische Öko-Lebensmittel produziert mit regionalen Futtermitteln," Proceedings “Schriften der Gesellschaft für Wirtschafts- und Sozialwissenschaften des Landbaues e.V.”, German Association of Agricultural Economists (GEWISOLA), vol. 48, March.
    24. Waegeli, Salome & Hamm, Ulrich, 2012. "Wahrnehmung Und Präferenz Für Tierische Ökolebensmittel Produziert Mit Regionalen Futtermitteln," 52nd Annual Conference, Stuttgart, Germany, September 26-28, 2012 138194, German Association of Agricultural Economists (GEWISOLA).

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