Consumer perceptions of meat products and the marketing implications for beef

Abstract

Scope and Method of Study: A survey was conducted to measure consumer perceptions of twelve meat products based upon fifteen product attributes. The primary purpose of the survey was to determine the market position of beef (steak, beef roast, and hamburger) relative to other meat products. The study was limited to the Stillwater, Oklahoma area and 43 surveys were used in the analysis. The results of the completed surveys were tabulated and the data analyzed using a computer program called MDPREF (Multi- dimensional Preference Scaling).

Findings and Conclusions: The results of the analysis indicate that beef has both weaknesses and strengths in its market position. Beef is perceived as less healthy, heavier, and higher in calories and cholesterol relative to poultry and fish. Also, with the exception of hamburger, beef is perceived as having a high cost, an inconsistent quality, a high failure rate, a short shelf life, and a long preparation time. Beef's main strengths (especially for steak and beef roast) are its perceptions of great taste and high status. This author concluded that these negative perceptions of beef have been partially responsible for the decline in beef consumption over the last 15 years. Beef associations, wholesalers, and retailers around the country must alter the components of their marketing mix, and develop promotional programs to re-position beef in the consumer's mind.