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Impact of a price premium on sales of branded, low fat, fresh beef

Author

Listed:
  • Dale J. Menkhaus

    (Professor and Associate Professor, Department of Agricultural Economics and Professor and Research Assistant, Department of Animal Science, University of Wyoming, Laramie, Wyoming)

  • Glen D. Whipple

    (Professor and Associate Professor, Department of Agricultural Economics and Professor and Research Assistant, Department of Animal Science, University of Wyoming, Laramie, Wyoming)

  • Ray A. Field

    (Professor and Associate Professor, Department of Agricultural Economics and Professor and Research Assistant, Department of Animal Science, University of Wyoming, Laramie, Wyoming)

  • Shawn W. Moore

    (Professor and Associate Professor, Department of Agricultural Economics and Professor and Research Assistant, Department of Animal Science, University of Wyoming, Laramie, Wyoming)

Abstract

A laboratory test was conducted in the San Francisco Bay area during July 1987 to study the impact of a price premium (25%) on sales of branded, low fat, and natural beef. The effect of a 25% price premium was a 38% reduction in trial purchases. While price resistance was significant, there is a consumer segment willing to pay a premium for a product low in fat and free of artificial ingredients.

Suggested Citation

  • 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.
    • Handle: RePEc:wly:agribz:v:4:y:1988:i:6:p:521-534
    DOI: 10.1002/1520-6297(198811)4:6<521::AID-AGR2720040603>3.0.CO;2-X
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    References listed on IDEAS

    as
    1. 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.
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    Cited by:

    1. 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.
    2. Dillon M. Feuz & Scott W. Fausti & John J. Wagner, 1993. "Analysis of the efficiency of four marketing methods for slaughter cattle," Agribusiness, John Wiley & Sons, Ltd., vol. 9(5), pages 453-463.
    3. Menkhaus, Dale J. & Colin, Damien P.M. & Whipple, Glen D. & Field, Ray A., 1992. "The Effects of Perceived Product Attributes on the Perception of Beef," WAEA/ WFEA Conference Archive (1929-1995) 321360, Western Agricultural Economics Association.

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