“…Meanwhile, Mohd Jani & Ibrahim (1993) and Tey et al (2010), have found that the price elasticity of demand for beef is more than 1, which means consumers are sensitive to price change. Previous studies have also stated that poultry meat is the most common substitute for beef (Mohamed & Roslan, 1989;Baharumshah, 1993;Baharumshah & Mohamed, 1993;Mohd Jani, Jaafar & Senteri, 1989;Mohd Jani & Ibrahim, 1993;Tey et al, 2010). With respect to income, it was reported that demand for beef is not sensitive to income (Baharumshah, 1993;Baharumshah & Mohamed, 1993;Mohd Jani & Ibrahim, 1993;Tey et al, 2010).…”