| Consumers reveal preferences for fresh beef attributes through their retail beef purchases. Hedonic pricing methods were used to estimate the value consumers place on observable characteristics of fresh beef products, especially on retail beef brands. Primary data were collected from 65 randomly generated grocery stores located in three metropolitan areas, Oklahoma City and Tulsa, Oklahoma, and Denver, Colorado. Retail beef package data were collected on 462 ground products, 175 roast products, and 756 steak products. There was some evidence retail beef brands command a price premium compared with unbranded, generic products. In this study, branding programs classified as “special” (i.e. no antibiotics, no hormones, all natural) offered the largest price... |
