Marketing natural pork: An empirical analysis of consumers in the mountain region

Grannis, J. L.; Thilmany, Dawn

doi:10.1002/agr.10029

Cited by 34 publications

(24 citation statements)

References 13 publications

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“…National Family Opinion has a solid reputation in the market research industry and is very concerned with obtaining a representative sample. They use a range of techniques and criteria including both financial and nonfinancial incentives to recruit panelists (Grannis & Thilmany, 2002;Schroeder, Tonsor, Pennings, & Mintert, 2007). Nonetheless, the issue of bias must be taken into consideration when interpreting the survey results.…”

Section: Consumer Surveys and Contingent Valuation Methodsmentioning

confidence: 99%

“…The CV questions in this study were modeled after those developed by Grannis (2001) and Grannis and Thilmany (2002) where bounded WTP information was collected using a payment card. However, the WTP elicitation method used for this study differs from Grannis (2001) and Grannis and Thilmany (2002) in that twotiered payment cards were used instead of three-tiered payment cards.…”

Section: Consumer Surveys and Contingent Valuation Methodsmentioning

confidence: 99%

See 1 more Smart Citation

Does altruism play a role in determining U.S. consumer preferences and willingness to pay for natural and regionally produced beef?

Umberger¹,

McFadden²,

Smith³

2009

Agribusiness

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An area of increasing differentiation among meat products relates to the source-of-origin and types of production methods used to raise the animals. Consumer data collected from a U.S. national online survey was used to estimate the factors helping explain consumers' willingness to purchase and pay a higher premium for two natural and regionally produced beef products: ground beef and USDA (United States Department of Agriculture) Choice rib eye steaks. Consumer preferences for natural and regionally produced beef are shown to be motivated by a combination of perceptions of personal benefits and altruistic factors. Additionally, the results of probit models indicate that the probability a consumer will pay more or less of a premium depends on purchase behavior and shopping location, stated importance of production attributes, awareness and interest in private and civic agricultural issues, in addition to some typical demographic variables such as income. [EconLit Citations: Q130, M130, Q180]. © 2009 Wiley Periodicals, Inc.

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Section: Consumer Surveys and Contingent Valuation Methodsmentioning

confidence: 99%

Section: Consumer Surveys and Contingent Valuation Methodsmentioning

confidence: 99%

Does altruism play a role in determining U.S. consumer preferences and willingness to pay for natural and regionally produced beef?

Umberger¹,

McFadden²,

Smith³

2009

Agribusiness

View full text Add to dashboard Cite

show abstract

“…One important component of developing local food systems is identifying consumers' WTP for locally produced food products. A number of previous studies have shown that consumers are willing to pay a premium for "local" foods, including such food items as dairy (Best & Wolfe, 2009), pork (Grannis & Thilmany, 2002), and strawberries (Hinson & Bruchhaus, 2005).…”

Section: Discussionmentioning

confidence: 99%

Consumer Preference for Locally Grown Produce: An Analysis of Willingness-to-Pay and Geographic Scale

Burnett

Kuethe

Price

2011

JAFSCD

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“…A few studies have looked at how consumers value foods that are produced locally 5,17 . A set of earlier studies conducted by Thilmany et al 18 and Grannis and Thilmany 19 examined the potential market for natural pork and natural freezer beef in the Intermountain West. The present study updates their work, focuses on specific valueadded beef products, and further explores the unique consumer segments that are the most likely consumers of natural, local beef.…”

Section: Literature Reviewmentioning

confidence: 99%

Strategic market planning for value-added natural beef products: A cluster analysis of Colorado consumers

Thilmany

Umberger

Ziehl

2006

Renew. Agric. Food Syst.

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In the past decade, sales of meat products labeled as natural (minimally processed) and produced without antibiotics and hormones have increased dramatically. In response to growing demand for meat products differentiated by various production attributes, many smaller-scale beef enterprises are considering direct marketing of their beef products to end-consumers as a viable approach to sustaining their family farming operations. This research uses survey data from Colorado consumers, and factor and cluster analysis to determine market segments for various (varied by production protocols and other meat attributes) natural beef products. Findings from the cluster analysis indicate that there are multiple segments of consumers who are likely to purchase natural beef, and that different segments are motivated by different factors. The most important factor explaining almost two-thirds of the differences among consumer responses relates to consumers' perceptions of the importance of meat attributes related to production practices (e.g. use of antibiotics, hormones and environmentally friendly grazing). Interestingly, the two consumer segments that are willing to pay a significantly higher premium for natural, local beef are motivated by different aspects of the meat and its intrinsic production attributes. One segment, representing 12.5% of consumers, ranked the importance of all production attributes significantly lower than the sample average. Consumers in this segment appear to be motivated by their perceptions of the extrinsic quality of natural beef products. The other segment, 13% of consumers, appears to be altruistic, ranking all production attributes such as 'no antibiotics', 'no hormones', and 'humane treatment', significantly higher than all of the other clusters. These results indicate the potential strength of production methods (and marketing of such quality differences) as product differentiation criteria. This paper illustrates the type of market research that may be useful for beef producers seeking value-added marketing opportunities, and portrays the types of consumers who are fueling the growth in natural meats in the United States. Such market analysis can facilitate producers' ability to effectively develop product concepts, labeling and promotional strategies targeted at the most receptive consumer segments, and illustrates that there is more than one type of consumer interested in purchasing products differentiated by sustainable production methods.

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Marketing natural pork: An empirical analysis of consumers in the mountain region

Cited by 34 publications

References 13 publications

Does altruism play a role in determining U.S. consumer preferences and willingness to pay for natural and regionally produced beef?

Does altruism play a role in determining U.S. consumer preferences and willingness to pay for natural and regionally produced beef?

Consumer Preference for Locally Grown Produce: An Analysis of Willingness-to-Pay and Geographic Scale

Strategic market planning for value-added natural beef products: A cluster analysis of Colorado consumers

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