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A Target Consumer Profile And Positioning For Promotion Of A New Locally Branded Beef Product

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  • Wolf, Marianne McGarry
  • Thulin, Andrew J.

Abstract

This research examines the consumer profile and positioning for a new locally branded beef product. The research involves 413 beef consumers in California. The target consumers for the new locally branded beef product are approximately one-third of beef consumers in the local area. They are older, married, and from higher dual-income households. The target consumers for the new locally branded beef product are likely to have purchased other branded beef products. Approximately one-half of the beef consumers indicated that they make their meat purchase decisions in the store. The characteristics of beef that are important to the consumers when purchasing beef are price, quality, and appearance of the beef. Therefore, competitive pricing, packaging that highlights the product, and point of purchase material that focuses on the brand concept are very important to the positioning and marketing of the new branded beef product.

Suggested Citation

  • Wolf, Marianne McGarry & Thulin, Andrew J., 2000. "A Target Consumer Profile And Positioning For Promotion Of A New Locally Branded Beef Product," Journal of Food Distribution Research, Food Distribution Research Society, vol. 31(01), pages 1-5, March.
    • Handle: RePEc:ags:jlofdr:27417
    DOI: 10.22004/ag.econ.27417
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    Citations

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    Cited by:

    1. Schulz, Lee L. & Schroeder, Ted C. & White, Katharine L., 2012. "Value of Beef Steak Branding: Hedonic Analysis of Retail Scanner Data," Agricultural and Resource Economics Review, Cambridge University Press, vol. 41(2), pages 260-273, August.
    2. Brian Mennecke & Anthony Townsend & Dermot J. Hayes & Steven M. Lonergan, 2006. "Study of the Factors that Influence Consumer Attitudes Toward Beef Products Using the Conjoint Market Analysis Tool, A," Center for Agricultural and Rural Development (CARD) Publications 06-wp425, Center for Agricultural and Rural Development (CARD) at Iowa State University.
    3. Dobbs, Leah Moore & Jensen, Kimberly L. & Leffew, Megan Bruch & English, Burton C. & Lambert, Dayton M. & Clark, Christopher D., 2016. "Consumer Willingness to Pay for Tennessee Beef," Journal of Food Distribution Research, Food Distribution Research Society, vol. 47(2), pages 1-24, July.
    4. Evans, Jason R. & D'Souza, Gerard E. & Collins, Alan R. & Brown, Cheryl & Sperow, Mark, 2011. "Determining Consumer Perceptions of and Willingness to Pay for Appalachian Grass-Fed Beef: An Experimental Economics Approach," Agricultural and Resource Economics Review, Northeastern Agricultural and Resource Economics Association, vol. 40(2), pages 1-18, August.
    5. Ziehl, Amanda & Thilmany, Dawn D. & Umberger, Wendy J., 2005. "A Cluster Analysis of Natural Beef Product Consumers by Shopping Behavior, Importance of Production Attributes, and Demographics," Journal of Food Distribution Research, Food Distribution Research Society, vol. 36(01), pages 1-9, March.
    6. McGarry Wolf, Marianne & McLennan, Steven, 2017. "Local Meat Brands Attract Consumer Demand," Journal of Food Distribution Research, Food Distribution Research Society, vol. 48(1), March.
    7. Wendy J. Umberger & Dawn D. Thilmany McFadden & Amanda R. Smith, 2009. "Does altruism play a role in determining U.S. consumer preferences and willingness to pay for natural and regionally produced beef?," Agribusiness, John Wiley & Sons, Ltd., vol. 25(2), pages 268-285.
    8. Thilmany, Dawn D. & Grannis, Jennifer L. & Sparling, Edward, 2003. "Regional Demand For Natural Beef Products In Colorado: Target Consumers And Willingness To Pay," Journal of Agribusiness, Agricultural Economics Association of Georgia, vol. 21(2), pages 1-17.
    9. Yami, Alemu & Gelaw, Fekadu & Hinner, Koster & Siraw, Bewket, 2018. "Reorienting livestock production to respond to the meat quality requirements of high-end domestic and export markets," MPRA Paper 114984, University Library of Munich, Germany.
    10. Tackie, Nii O. & Bartlett, Jannette R. & Adu-Gyamfi, Akua, 2014. "Assessing Alabama Consumer Attitudes And Beliefs About Locally Or Regionally Produced Livestock And Products," Professional Agricultural Workers Journal (PAWJ), Professional Agricultural Workers Conference, vol. 2(2), pages 1-21.
    11. Chang, Kuo-Liang & Elliott, Lisa M. & Sand, Shannon & Dailey, Rocky & Blachford, Sierra, 2014. "A Study of the Impacts of Social Media Outlets on Generation-X and Millennial Consumers’ Beef Consumption, with an Emphasis on the Importance of Nutrition Information," 2014 Annual Meeting, July 27-29, 2014, Minneapolis, Minnesota 169648, Agricultural and Applied Economics Association.
    12. Farrell, Terence C., 2001. "Modelling Meat Quality Attributes," 2001 Conference (45th), January 23-25, 2001, Adelaide, Australia 125624, Australian Agricultural and Resource Economics Society.

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    Keywords

    Consumer/Household Economics;

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