Test marketing of branded, low fat, fresh beef

Rhonda K. Skaggs, Dale J. Menkhaus, Steven J. Torok and Ray A. Field
Additional contact information
Rhonda K. Skaggs: Department of Agricultural Economics, University of Wyoming, Postal: Department of Agricultural Economics, University of Wyoming
Dale J. Menkhaus: Department of Agricultural Economics, University of Wyoming, Postal: Department of Agricultural Economics, University of Wyoming
Steven J. Torok: Department of Agricultural Economics, University of Wyoming, Postal: Department of Agricultural Economics, University of Wyoming
Ray A. Field: Department of Animal Science, University of Wyoming, Postal: Department of Animal Science, University of Wyoming

Agribusiness, 1987, vol. 3, issue 3, 257-271

Abstract: The potential of marketing a branded, low fat, fresh beef product was studied. Consumers were receptive to the test product and were willing to compromise on taste for a product that was perceived to be healthier. Opportunities appear to exist for a range of beef products targeted at selective consumer segments. The test marketing procedure did not include alternative price levels for the product.

Date: 1987
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Citations: View citations in EconPapers (10)

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Persistent link: https://EconPapers.repec.org/RePEc:wly:agribz:v:3:y:1987:i:3:p:257-271

DOI: 10.1002/1520-6297(198723)3:3<257::AID-AGR2720030302>3.0.CO;2-#

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