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November 2, 2023
Meat Demand Research Studies
11/02/2023
5
RESULTS
OVERALL RANKING RESULTS
DistribuƟons and average rankings of responses to the nine beef product aƩributes are
illustrated in Figure 2. The percentage of respondents that selected each aƩribute as one of
their three most important and three least important are presented. These two categories add
to less than 100% with the remainder having selected the trait as neither most nor least
important. The mean response ranking is also reported which is the difference between the
frequency of the most and least preferred responses.
The three aƩributes with the largest number of respondents indicaƟng they were among the
most important aƩributes were 1) Freshness and 2) Price (each at 51%) and 3) Safety of Food
(49%). Only about 20% indicated Freshness and Safety of Food were least important, resulƟng in
these two traits having the highest average importance rank. For Price, 28% indicated it was a
least important aƩribute affecƟng purchase decisions resulƟng in ranking third. This indicates
more than half of respondents were sensiƟve to Price whereas 28% ranked it as least important
suggesƟng a significant porƟon were not price sensiƟve. The highest four ranked aƩributes of 1)
Freshness, 2) Safety of Food, 3) Price, and 4) Flavorful, juicy, tender are consistent with prior
research.
On the other end of our ranking spectrum were 1) SupporƟng local farmers, 2) NutriƟous
content, and 3) Low carbon beef. Less than one‐quarter of respondents indicated any of these
three were among the most important. A surprising 57% of our respondents placed Low carbon
beef as least important. Given elevaƟng importance of public concerns about greenhouse gas
emissions and contribuƟons of beef caƩle producƟon to greenhouse gases, as well as branded
products being developed in this space, we expected more consumers to rank this aƩribute
important.
A final point about results shown in Figure 2 is that every aƩribute had a notable proporƟon of
consumers who ranked it highly and every aƩribute also had a number that ranked it low
importance. This illustrates heterogeneous preferences of consumers for beef product
aƩributes. Furthermore, it indicates a variety of beef product claims can potenƟally be
successful in aƩracƟng consumers. For example, roughly one‐quarter of consumers indicate
Animal Welfare, No hormone/anƟbioƟc use, Supports local farmers, and NutriƟous content are
among their three most important beef purchase decision determinants.
Kansas State University Agricultural Economics Extension Report …
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Beef Cows Sell Feeders
1.14
-1.14 -14 %8.096.95Fees, Publications, Travel 8.06
-9.63 -21 %44.8435.21Vet … 40.22
-9.57 -36 %26.4716.90Lvstk Marketing/Breeding 20.09
-13.08 -31 …
Beef Cows Sell Feeders
1.14
-0.83 -11 %7.196.36Fees, Publications, Travel 7.39
-7.58 -19 %39.8932.31Vet … 42.99
-5.45 -23 %23.9218.47Lvstk Marketing/Breeding 25.01
-7.75 -20 …
Beef Cows Sell Feeders
1.14
-1.14 -14 %8.096.95Fees, Publications, Travel 8.06
-9.63 -21 %44.8435.21Vet … 40.22
-9.57 -36 %26.4716.90Lvstk Marketing/Breeding 20.09
-13.08 -31 …
Beef Cows Sell Calves
23.38
6.04 78 %7.7713.81Fees, Publications, Travel 4.43
-7.15 -20 %35.5928.45Vet … 19.68
0.27 2 %13.2113.48Lvstk Marketing/Breeding 28.84
-26.58 -52 …
Beef Cows Sell Calves
2.92
-3.29 -35 %9.536.24Fees, Publications, Travel 10.13
-1.56 -4 %37.9436.38Vet … 21.53
-12.23 -38 %32.5520.32Lvstk Marketing/Breeding 24.07
-16.78 -39 …
Beef Cows Sell Calves
0.66
-5.31 -46 %11.626.31Fees, Publications, Travel 8.04
-8.54 -33 %25.5216.98Vet … 14.50
-7.14 -49 %14.647.50Lvstk Marketing/Breeding 4.50
-12.64 -31 …
Beef Cows Sell Calves
0.00
-2.24 -31 %7.224.98Fees, Publications, Travel 9.28
-9.73 -35 %28.1718.45Vet … 22.66
-24.79 -60 %41.5616.77Lvstk Marketing/Breeding 13.59
0.23 1 %31.3331.56Gas …
Beef Cows Sell Calves
19.84
3.15 43 %7.3310.48Fees, Publications, Travel 4.62
1.29 5 %26.9328.21Vet … 24.80
-2.47 -9 %28.5026.03Lvstk Marketing/Breeding 19.47
-0.98 -3 …