Consumer and Retail demand for Quality Differentiated Beef
Опубликовано на портале: 05-02-20042000
Department of Agricultural Economics
|Тематические разделы:||Экономика, Экономика отраслевых рынков, Экономика отраслевых рынков: Аграрная экономика|
Until recently, beef has primarily been a homogeneous and unbranded product. Partially because of non-differentiated nature of beef, consumers have shifted consumption to other meet and non-meat food items that identify particular quality or functional characteristics. In light of the demand decline, the beef industry is in need of information regarding consumer and retailer demand for quality differentiated beef as they attempt to enhance beef sales. This dissertation used three alternative methodologies to examine the demand for quality differentiated beef. The first study used an experimental market to examine consumer demand for “guaranteed tender” ribeye steaks. Results indicate that most consumers prefer more tender steaks and that many are willing to pay a premium for tender steaks. The second study used consumer’s stated preferences, elicited through a mail survey, to examine demand for several beef ribeye steak attributes. Results indicate that there may be a large market for beef from cattle produced without growth hormones. The third study involved a time series analysis of livestock production and boxed beef price data to examine retailer demand for USDA quality graded boxed beef. Results indicate that meat retailer have more elastic demand for the lower quality graded beef. Seasonal analysis indicates that demand for both beef quality grades become highly price inelastic during the summer “cook-out” months. The two beef quality grade are strong substitutes during the fall and winter. However, price changes in Select beef fail to affect the demand for Choice in the spring and summer.