Study Finds Consumers May Not Be Willing to Pay For High Quality Beef.New research shows that many consumers are willing to pay significant premiums for beef that is guaranteed tender, reports the Livestock livestock Farm animals, with the exception of poultry. In Western countries the category encompasses primarily cattle, sheep, pigs, goats, horses, donkeys, and mules; other animals (e.g., buffalo, oxen, or camels) may predominate in other areas. Marketing Association. Researchers at Kansas State University Kansas State University, main campus at Manhattan; coeducational; land-grant and state supported; chartered and opened 1863. There is an additional campus at Salina. Among the university's research facilities are the J. R. and the U.S. Meat Animal Research Center in Nebraska Nebraska (nəbrăs`kə), Great Plains state of the central United States. It is bordered by Iowa and Missouri, across the Missouri R. (E), Kansas (S), Colorado (SW), Wyoming (NW), and South Dakota (N). conducted a number of experiments to determine how much consumers valued tenderness in beef. In their first experiment, 69 percent of consumers preferred "guaranteed tender" steak, but only 36 percent were willing to pay extra for it. When the researchers revealed the tender beef in the second experiment, 84 percent of consumers preferred "guaranteed tender" steak, and 51 percent said they would pay more for it. Among consumers willing to pay a premium in the first experiment, the average premium was $1.23 per pound. When the steaks were labeled in the second experiment, the average premium consumers were willing to pay for the "guaranteed tender" steak increased to $1.84 per pound. |
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