TY - JOUR
T1 - Consumer acceptance of "farm raised" precooked roast BEEF
AU - Herring, Joshua L.
AU - Martin, James M.
AU - Hudson, M. Darren
AU - Nalley, L. Lanier
AU - Rogers, Robert W.
PY - 2007/6
Y1 - 2007/6
N2 - A store intercept consumer survey was used to examine consumer willingness to pay for a marinated, precooked roast beef product produced from "farm raised" cattle fed a predominantly forage-based diet. Consumers were asked to participate and, if they agreed, were provided with a sample of the precooked product. They were asked to compare this product with an existing similar product at various price levels. The data collected suggest there is a consumer willingness to pay premium prices for "farm raised" precooked roast beef. Therefore, creative retail positioning of value-added, convenient, precooked beef products from forage-fed cattle could result in increased consumer awareness of the easy convenience of these products, capitalize on the apparent emerging market for forage-fed beef and potentially increase the overall demand for beef.
AB - A store intercept consumer survey was used to examine consumer willingness to pay for a marinated, precooked roast beef product produced from "farm raised" cattle fed a predominantly forage-based diet. Consumers were asked to participate and, if they agreed, were provided with a sample of the precooked product. They were asked to compare this product with an existing similar product at various price levels. The data collected suggest there is a consumer willingness to pay premium prices for "farm raised" precooked roast beef. Therefore, creative retail positioning of value-added, convenient, precooked beef products from forage-fed cattle could result in increased consumer awareness of the easy convenience of these products, capitalize on the apparent emerging market for forage-fed beef and potentially increase the overall demand for beef.
UR - http://www.scopus.com/inward/record.url?scp=34249748880&partnerID=8YFLogxK
U2 - 10.1111/j.1745-4557.2007.00130.x
DO - 10.1111/j.1745-4557.2007.00130.x
M3 - Article
AN - SCOPUS:34249748880
VL - 30
SP - 403
EP - 412
JO - Journal of Food Quality
JF - Journal of Food Quality
SN - 0146-9428
IS - 3
ER -