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Test marketing of branded, low fat, fresh beef

Author

Listed:
  • Rhonda K. Skaggs

    (Department of Agricultural Economics, University of Wyoming)

  • Dale J. Menkhaus

    (Department of Agricultural Economics, University of Wyoming)

  • Steven J. Torok

    (Department of Agricultural Economics, University of Wyoming)

  • Ray A. Field

    (Department of Animal Science, University of Wyoming)

Abstract

The potential of marketing a branded, low fat, fresh beef product was studied. Consumers were receptive to the test product and were willing to compromise on taste for a product that was perceived to be healthier. Opportunities appear to exist for a range of beef products targeted at selective consumer segments. The test marketing procedure did not include alternative price levels for the product.

Suggested Citation

  • Rhonda K. Skaggs & Dale J. Menkhaus & Steven J. Torok & Ray A. Field, 1987. "Test marketing of branded, low fat, fresh beef," Agribusiness, John Wiley & Sons, Ltd., vol. 3(3), pages 257-271.
    • Handle: RePEc:wly:agribz:v:3:y:1987:i:3:p:257-271
    DOI: 10.1002/1520-6297(198723)3:3<257::AID-AGR2720030302>3.0.CO;2-#
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    Citations

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    Cited by:

    1. Cox, Linda J. & McMullen, B. Starr & Garrod, Peter V., 1990. "An Analysis Of The Use Of Grades And Housebrand Labels In The Retail Beef Market," Western Journal of Agricultural Economics, Western Agricultural Economics Association, vol. 15(2), pages 1-9, December.
    2. Yuan, Yan & Capps, Oral & Nayga, Rodolfo M., 2009. "Assessing the Demand for a Functional Food Product: Is There Cannibalization in the Orange Juice Category?," Agricultural and Resource Economics Review, Cambridge University Press, vol. 38(2), pages 153-165, October.
    3. Van Ittersum, Koert & Candel, Math & Torelli, Franco, 1999. "The market for PDO/PGI protected regional products: consumers' attitudes and behaviour," 67th Seminar, October 28-30, 1999, LeMans, France 241121, European Association of Agricultural Economists.
    4. Capps, Oral, Jr. & Schmitz, John D., 1991. "A Recognition Of Health And Nutrition Factors In Food Demand Analysis," Western Journal of Agricultural Economics, Western Agricultural Economics Association, vol. 16(1), pages 1-15, July.
    5. Menkhaus, Dale J. & Whipple, Glen D. & Field, Ray A. & Moore, Shawn W., 1988. "Impact Of A Price Premium On Sales Of Branded, Low Fat, Fresh Beef," 1988 Annual Meeting, August 1-3, Knoxville, Tennessee 270421, American Agricultural Economics Association (New Name 2008: Agricultural and Applied Economics Association).
    6. Dale J. Menkhaus & Glen D. Whipple & Steven J. Torok & Ray A. Field, 1988. "Developing a marketing strategy for branded, low fat, fresh beef," Agribusiness, John Wiley & Sons, Ltd., vol. 4(1), pages 91-103.
    7. Moutou, Christele & Brester, Gary W., 1998. "Trends In U.S. Wheat-Based Food Consumption: Nutrition, Convenience, And Ethnic Foods," Journal of Food Distribution Research, Food Distribution Research Society, vol. 29(2), pages 1-14, July.
    8. Oral Capps & Daniel S. Moen & Robert E. Branson, 1988. "Consumer characteristics associated with the selection of lean meat products," Agribusiness, John Wiley & Sons, Ltd., vol. 4(6), pages 549-557.
    9. Goss, Jody & Holcomb, Rodney B. & Ward, Clement E., 2002. "Factors Influencing Consumer Decisions Related To "Natural" Beef In The Southern Plains," Journal of Food Distribution Research, Food Distribution Research Society, vol. 33(1), pages 1-12, March.
    10. Dale J. Menkhaus & Glen D. Whipple & Ray A. Field & Shawn W. Moore, 1988. "Impact of a price premium on sales of branded, low fat, fresh beef," Agribusiness, John Wiley & Sons, Ltd., vol. 4(6), pages 521-534.

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