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Kansas Agricultural Experiment Station Research Reports
2003; Kansas Agricultural Experiment Station contribution; no. 03-272-S; Report of progress (Kansas State University. Agricultural Experiment Station and Cooperative Extension Service); 908; Beef; CAB steaks; USDA choice; Quality
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Consumer Valuation Of Steaks With Different Quality Attributes, T. Feldkamp, J. Lusk, Ted C. Schroeder
Consumer Valuation Of Steaks With Different Quality Attributes, T. Feldkamp, J. Lusk, Ted C. Schroeder
Kansas Agricultural Experiment Station Research Reports
Determining needs and wants of consumers is important for the beef industry to reverse the downward trend in beef demand during the last two decades. This study used experimental auctions in conjunction with a survey to determine consumer preferences for beef steaks. Four experimental auctions were used to elicit consumers' maximum willingness to pay for five steak types: generic, guaranteed tender, "natural", USDA Choice, and Certified Angus Beef (CAB). Consumers indicated flavor and tenderness were the most important factors when eating steaks, but they believed there was only about a 50% chance a generic steak would adequately meet these criteria. …