Document Type
Article
Publication Date
10-2007
Journal or Book Title
Journal of Animal Science
Volume
85
Issue
10
First Page or Article ID Number
2639
Last Page
2659
DOI
10.2527/jas.2006-495
Abstract
This study utilizes an analysis technique commonly used in marketing, the conjoint analysis method, to examine the relative utilities of a set of beef steak characteristics considered by a national sample of 1,432 US 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, animal feed, and beef quality. Alternatively, the cost of cut, farm ownership, the use (or nonuse) 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 nonuse of growth promoters. Business students also emphasized region of origin but then emphasized traceability and cost. The ideal steak for the national sample is from a locally produced, choice Angus fed a mixture of grain and grass that is traceable to the farm of 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.
Copyright Owner
Journal of Animal Science
Copyright Date
2007
Language
en
File Format
application/pdf
Recommended Citation
Mennecke, Brian E.; Townsend, Anthony M.; Hayes, Dermot J.; and Lonergan, Steven M., "A study of the factors that influence consumer attitudes toward beef products using the conjoint market analysis tool" (2007). Economics Publications. 12.
https://lib.dr.iastate.edu/econ_las_pubs/12
Included in
Agribusiness Commons, Agricultural and Resource Economics Commons, Agricultural Economics Commons, Animal Sciences Commons, Economics Commons, Management Information Systems Commons
Comments
This article is from Journal of Animal Science 85, no. 10 (October 2007): 2639–2659, doi:10.2527/jas.2006-495.