Consumer motivations and the impact of brand on purchasing preferences of fresh beef

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Title: Consumer motivations and the impact of brand on purchasing preferences of fresh beef
Author: Reicks, Angela
Abstract: A survey was completed by consumers in three geographical regions across the United States to determine the motivational factors affecting consumer purchase decisions for fresh beef steaks (n = 1 ,370 ) and fresh beef roasts (n = 1 ,361 ) . Demographic characteristics and beef preference variables obtained included : city , gender , age , occupation , number of adults and children in the household , income and education as well as response to a statement regarding fresh beef liking , beef consumption and preference for cooking degree of doneness . Consumers were asked to indicate how important the following factors were in determining why they purchased fresh beef steaks and roasts : tenderness , juiciness , flavor , product consistency , ease of preparation , nutritional value , natural , organic and price per pound . A scale was provided with one labeled as not important at all and ten was labeled very important . Consumer ratings for flavor , as a motivator , reported the highest means for both steaks (8 .7 ) and roasts (8 .5 ) on a 10 -point scale . This was followed by the importance of tenderness and juiciness . Overall palatability factors were most important followed by price for both steaks and roasts . Ratings for the importance of natural and organic as a factor in product purchasing were lower than all other motivators . When differences were reported by gender and age , consumer ratings by women were higher (P < 0 .05 ) than ratings by men and generally increased as age increased . Also , motivator ratings generally decreased as level of education increased . Consumers were asked the location where they purchase the majority of fresh beef steaks and the greatest response was for supermarket /grocery store with 72 .7 % . Consumers responded to a question for which is a higher quality product , USDA Select or USDA Choice , 42 .7 % answered correctly . When consumers were asked if USDA Choice and USDA Select were fresh beef brands , 18 .8 % responded yes , 55 .8 % said yes and 25 .4 % reported that they did not know . Consumers were asked if they purchased fresh beef based on brand and results show 16 .9 % said yes while 83 .1 % said no . Consumers obviously realize the presence of branded food products , but branded beef products are more complex in their variability . Also , consumers do not fully understand the information regarding the current grading system and beef product variation . Increased consumer education for beef quality characteristics will allow the industry to develop improved marketing strategies to best fit the needs of the consumer . Beef motivating factors and demographics do influence consumer purchasing decisions for fresh beef steak . Results from this study can be used to help identify factors to positively influence purchasing decisions within targeted market segments .
URI: http : / /hdl .handle .net /2346 /1039
Date: 2006-08

Citation

Consumer motivations and the impact of brand on purchasing preferences of fresh beef. Doctoral dissertation, Texas Tech University. Available electronically from http : / /hdl .handle .net /2346 /1039 .

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