Competitive product positioning analyses of a lean beef product concept

Linda J. Khan, R. Kenneth Teas and Eldon K. Uhlenhopp
Additional contact information
Linda J. Khan: Program Coordinator-Marketing Research, Midwest Agribusiness Trade Research and Information Center, Iowa State University, Postal: Program Coordinator-Marketing Research, Midwest Agribusiness Trade Research and Information Center, Iowa State University
R. Kenneth Teas: Veterinary Clinical Sciences, Iowa State University, Postal: Veterinary Clinical Sciences, Iowa State University
Eldon K. Uhlenhopp: Veterinary Clinical Sciences, Iowa State University, Postal: Veterinary Clinical Sciences, Iowa State University

Agribusiness, 1995, vol. 11, issue 6, 573-585

Abstract: The purpose of this article is to report the findings of a test of a recently developed lean beef product and associated educational material. The results of meat product competitive positioning analysis indicate beef and pork were generally perceived to be less healthful than poultry, lean beef, fish, and the lean beef test product. Poultry, on the other hand, was perceived by the respondents to be more susceptible to having high chemical content while the lean beef test product was perceived to be low in chemical content. In general, the results of the study indicate that the branded lean beef product that was tested can be favorably positioned in the market relative to important competing meat products. © 1995 John Wiley & Sons, Inc.

Date: 1995
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Persistent link: https://EconPapers.repec.org/RePEc:wly:agribz:v:11:y:1995:i:6:p:573-585

DOI: 10.1002/1520-6297(199511/12)11:6<573::AID-AGR2720110609>3.0.CO;2-0

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