1 Department of Management - MAPP - Centre for Research on Value Creation in the Food Sector, Department of Management, Aarhus BSS, Aarhus University2 Department of Management, Aarhus BSS, Aarhus University3 unknown4 Department of Management, Aarhus BSS, Aarhus University
What do Italian consumers want from their everyday beef?
There are a large number of different beef cuts, which are produced in a complementary relationship. Research so far has mainly focused on single cuts and is often limited to either T-bone steaks or ground beef separately. Although the cuts are produced complementary, they compete against each other from the consumer perspective dependent on price, intrinsic and extrinsic product characteristics as well as intended usage. So far, there is limited knowledge about optimal marketing and pricing of meat cuts simultaneously offered at the retail shelf. Results from an online choice experiment involving a large sample (n=750) of representative Italian beef consumers will be presented. Consumers were asked to choose between different beef cut alternatives (T-bone steak, cutlet and ground beef), which differed in the attributes fat content, breed, quality certification and production technique (organic, standard, GMO free). The cross-price elasticity provides insights to which degree different cuts compete against each other from a consumer perspective and how price premiums can be achieved by producers and marketers with certification and labeling strategies. The paper will also provide insights into consumers’ evaluation of health attributes, particularly for consumer reaction to fat content of different beef cuts relative to other product characteristics.