Project ID



Beef producers looking for a competitive edge in today's markets need information about the qualities that consumers consider most important. Using conjoint marketing analysis allowed the investigators to sort out the most relevant characteristics for meat purchasers.

Key Question

What is the relative importance of the factors that will produce the greatest value for consumers of beef products and the optimal profitability for producers of these products?


The results of this study demonstrate that region of origin is the most important factor influencing consumer attitudes regarding beef products. Consumer preference for beef that is locally produced will be more highly valued than products produced in other regions of the country and in other countries. This indicates that a premium can be obtained by local Iowa producers marketing their products as a local-Iowa brand.

Principal Investigator(s)

Brian Mennecke


Anthony Townsend, Dermot Hayes, Steven Lonergan

Year of Grant Completion