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Competitive product positioning analyses of a lean beef product concept

Author

Listed:
  • Linda J. Khan

    (Program Coordinator-Marketing Research, Midwest Agribusiness Trade Research and Information Center, Iowa State University)

  • R. Kenneth Teas

    (Veterinary Clinical Sciences, Iowa State University)

  • Eldon K. Uhlenhopp

    (Veterinary Clinical Sciences, Iowa State University)

Abstract

The purpose of this article is to report the findings of a test of a recently developed lean beef product and associated educational material. The results of meat product competitive positioning analysis indicate beef and pork were generally perceived to be less healthful than poultry, lean beef, fish, and the lean beef test product. Poultry, on the other hand, was perceived by the respondents to be more susceptible to having high chemical content while the lean beef test product was perceived to be low in chemical content. In general, the results of the study indicate that the branded lean beef product that was tested can be favorably positioned in the market relative to important competing meat products. © 1995 John Wiley & Sons, Inc.

Suggested Citation

  • Linda J. Khan & R. Kenneth Teas & Eldon K. Uhlenhopp, 1995. "Competitive product positioning analyses of a lean beef product concept," Agribusiness, John Wiley & Sons, Ltd., vol. 11(6), pages 573-585.
    • Handle: RePEc:wly:agribz:v:11:y:1995:i:6:p:573-585
    DOI: 10.1002/1520-6297(199511/12)11:6<573::AID-AGR2720110609>3.0.CO;2-0
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    Cited by:

    1. Conley, Dennis M. & Wade, Mark A., 2007. "Consumer Responses to Food Safety Information from Print Media," International Food and Agribusiness Management Review, International Food and Agribusiness Management Association, vol. 10(3), pages 1-22.

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