Ordered probit models were used to identify factors which influenced consumer rankings of vacuum skin packaged steaks and roasts. Variables included selected demographic characteristics and concerns regarding retail beef packaging. Information pertaining to the color of the beef in, and the benefits of, the vacuum package was found to be among the most important factors.Per capita consumption of food in the aggregate has changed little over the past quarter century. Future growth in total US food demand likely will also be limited. However, the mix of food purchased by consumers has changed substantially, that is, consumption has shifted among products. Specific to beef, there is clear evidence that the demand for beef has trended downward over the past 10 years.2 This phenomenon can be attributed to changes in relative prices between beef and white meats and changes in the life style of consumers, including

A laboratory test was conducted in the San Francisco Bay area during July 1987 to study the impact of a price premium (25%) on sales of branded, low fat, and natural beef. The effect of a 25% price premium was a 38% reduction in trial purchases. While price resistance was significant, there is a consumer segment willing to pay a premium for a product low in fat and free of artificial ingredients. Research sponsored by the National Live Stock and Meat Board indicates an increase among Americans in concerns for diet andAs a result, consumers exercise care with respect to fat intake. The beef industry has responded to these changing consumer preferences by making available increased offerings of leaner beef such as closely trimmed choice beef, or beef cut from carcasses which are lower in fat. Marketing efforts by those in the beef industry have also increased and have included consumer education, advertising and retail-and wholesale-level product differentiation such as branding.Fresh beef merchandising is experiencing pressure for change, as the industry gradually develops a marketing orientation rather than the traditional commodity (or production) approach. It is reasonably clear that consumers, or significant consumer segments, desire a range of beef products, e.g., lean versus a richer, fuller-flavored p r o d~c t .~ There is also a consumer segment which is receptive to a branded, low fat, and natural fresh beef p r o d~c t .~ However, it is not known whether consumers will purchase beef at the increased prices necessary to offset

No abstract

No abstract