PSVII-38 Program Chair Poster Pick: Late-Breaking Abstract: A Rapid Consumer Survey Capturing the Perceptions of Beef Marketing Before and During COVID-19

Abstract

In today’s marketplace, consumers have a plethora of options when it comes to purchasing beef, whether that be conventional, all-natural, organic, or any other feed based labeling. They also have the freedom to make that purchasing decision based on the brand, packaging, and price just to name a few. However, the supply of beef that is on the shelves for consumers changed since the beginning of the COVID-19 outbreak. This poster reveals that no significant differences were recorded with purchasing decisions nor marketing decisions; however, data was analyzed for themes that are present during this pandemic.The purpose of this study is to find out how the purchasing behaviors of consumers have changed since the COVID-19 outbreak in terms of beef. Are specialty labels less important? Does brand loyalty still matter? In order to evaluate this, we asked consumers several questions to better understand current behaviors and trends for the marketing of beef products. The poster will provide the coded data and summaries of the total population of 54 participants.