| Conjoint analysis was applied to asses the part worth of beef quality and safety attributes using a cross sectional data from a stratified sample of 300 households in Addis Ababa city collected in June 2007. Due to the absence of official standards for quality and safety in the domestic market for beef, information on consumer perception on quality and safety attributes were derived from a rapid appraisal. These were then used for defining product profiles in the detailed survey. Results show that, freshness, abattoir stamp, fat content, hygiene of meat shop and staff, and price are significant quality and safety attributes that consumers use, in the order mentioned, in their beef purchase decisions. There are differences in the relative importance of... |
