Using the animal to the last bit: Consumer preferences for different beef cuts

Area of Science:

• Consumer Behavior
• Food Marketing
• Agricultural Economics

Background:

• Limited research exists on consumer preferences for specific meat cuts, with most studies focusing on meat species.
• Understanding consumer valuation of meat cuts is crucial given the high cost of meat production.

Purpose of the Study:

• To determine the importance of meat cuts relative to other extrinsic product attributes.
• To investigate differences in choice criteria for regular versus special occasions.
• To identify consumer segments based on beef preferences and purchase portfolios.

Main Methods:

• A stated preference methodology using a discrete choice experiment was employed.
• The study involved 1500 respondents representative of the Italian population.
• Cut-specific prices for various beef cuts were analyzed simultaneously.

Main Results:

• Meat cut was the most significant factor in choosing bovine meat, surpassing quality certification, production technique, breed, and price.
• Price sensitivity for marbled steaks and cutlets was lower for special occasions.
• Consumer segmentation revealed distinct preference drivers, with some segments prioritizing extrinsic attributes and others prioritizing meat cuts.

Conclusions:

• Meat cut is a primary driver of consumer choice in bovine meat purchasing.
• Occasion-based purchasing behavior influences price sensitivity and preferences for specific meat cuts.
• Identifying consumer segments based on meat cut preferences is essential for targeted marketing strategies in the meat industry.