Consumer-Preferred Attributes of a Fresh Ground Beef and Turkey Product: A Conjoint Analysis

A random sample of 3,400 Louisiana households was surveyed by mail to determine their ratings for a number of product profiles involving a combined fresh ground beef and turkey product. The attributes and levels of the new product included form (fresh, frozen), identity of the packager (retailer, processor), percentage of beef in product (50,70,90), and price of the combined product as a percentage of ground beef (80,90,100). Based on 2,781 observations, the order of importance of the attributes were, in order of declining importance, content, form, price, and packager. Consumer utility was highly sensitive to the content of beef, with a higher content being preferred.