Leopold Center for Sustainable Agriculture

Completed Competitive Grant

A study of the factors that influence consumer attitudes towards beef products using the conjoint market analysis tool

Project ID: M2005-27

Abstract

Beef producers looking for a competitive edge in today's markets need information about the qualities that consumers consider most important. Using conjoint marketing analysis allowed the investigators to sort out the most relevant characteristics for meat purchasers.

Key Question: What is the relative importance of the factors that will produce the greatest value for consumers of beef products and the optimal profitability for producers of these products?

Findings: The results of this study demonstrate that region of origin is the most important factor influencing consumer attitudes regarding beef products. Consumer preference for beef that is locally produced will be more highly valued than products produced in other regions of the country and in other countries. This indicates that a premium can be obtained by local Iowa producers marketing their products as a local-Iowa brand.

Lead investigator: Brian Mennecke, ISU Logistics, Operations and Management Information Systems, et al

Year of grant completion: 2009

This competitive grant project was part of the Leopold Center's Marketing Initiative.

Topics: Human systems, demographics and beginning farmer programs, Market research and feasibility studies