| 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. |