Impact of a price premium on sales of branded, low fat, fresh beef

Dale J. Menkhaus, Glen D. Whipple, Ray A. Field and Shawn W. Moore
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Dale J. Menkhaus: Professor and Associate Professor, Department of Agricultural Economics and Professor and Research Assistant, Department of Animal Science, University of Wyoming, Laramie, Wyoming, Postal: Professor and Associate Professor, Department of Agricultural Economics and Professor and Research Assistant, Department of Animal Science, University of Wyoming, Laramie, Wyoming
Glen D. Whipple: Professor and Associate Professor, Department of Agricultural Economics and Professor and Research Assistant, Department of Animal Science, University of Wyoming, Laramie, Wyoming, Postal: Professor and Associate Professor, Department of Agricultural Economics and Professor and Research Assistant, Department of Animal Science, University of Wyoming, Laramie, Wyoming
Ray A. Field: Professor and Associate Professor, Department of Agricultural Economics and Professor and Research Assistant, Department of Animal Science, University of Wyoming, Laramie, Wyoming, Postal: Professor and Associate Professor, Department of Agricultural Economics and Professor and Research Assistant, Department of Animal Science, University of Wyoming, Laramie, Wyoming
Shawn W. Moore: Professor and Associate Professor, Department of Agricultural Economics and Professor and Research Assistant, Department of Animal Science, University of Wyoming, Laramie, Wyoming, Postal: Professor and Associate Professor, Department of Agricultural Economics and Professor and Research Assistant, Department of Animal Science, University of Wyoming, Laramie, Wyoming

Agribusiness, 1988, vol. 4, issue 6, 521-534

Abstract: A laboratory test was conducted in the San Francisco Bay area during July 1987 to study the impact of a price premium (25%) on sales of branded, low fat, and natural beef. The effect of a 25% price premium was a 38% reduction in trial purchases. While price resistance was significant, there is a consumer segment willing to pay a premium for a product low in fat and free of artificial ingredients.

Date: 1988
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Persistent link: https://EconPapers.repec.org/RePEc:wly:agribz:v:4:y:1988:i:6:p:521-534

DOI: 10.1002/1520-6297(198811)4:6<521::AID-AGR2720040603>3.0.CO;2-X

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