Mennecke B E, Townsend A M, Hayes D J, Lonergan S M
Department of Management and Information Systems, College of Business, Iowa State University, Ames 50011, USA.
J Anim Sci. 2007 Oct;85(10):2639-59. doi: 10.2527/jas.2006-495. Epub 2007 May 25.
This study utilizes an analysis technique commonly used in marketing, the conjoint analysis method, to examine the relative utilities of a set of beef steak characteristics considered by a national sample of 1,432 US consumers, as well as additional localized samples representing undergraduate students at a business college and in an animal science department. The analyses indicate that among all respondents, region of origin is by far the most important characteristic; this is followed by animal breed, traceability, animal feed, and beef quality. Alternatively, the cost of cut, farm ownership, the use (or nonuse) of growth promoters, and whether the product is guaranteed tender were the least important factors. Results for animal science undergraduates are similar to the aggregate results, except that these students emphasized beef quality at the expense of traceability and the nonuse of growth promoters. Business students also emphasized region of origin but then emphasized traceability and cost. The ideal steak for the national sample is from a locally produced, choice Angus fed a mixture of grain and grass that is traceable to the farm of origin. If the product was not produced locally, respondents indicated that their preferred production states are, in order from most to least preferred, Iowa, Texas, Nebraska, and Kansas.
本研究采用营销中常用的一种分析技术——联合分析方法，来考察美国1432名消费者的全国样本以及代表一所商学院和一个动物科学系本科生的其他本地化样本所考虑的一组牛排特征的相对效用。分析表明，在所有受访者中，产地是迄今为止最重要的特征；其次是动物品种、可追溯性、动物饲料和牛肉品质。相比之下，切块成本、农场所有权、生长促进剂的使用（或不使用）以及产品是否保证嫩度是最不重要的因素。动物科学专业本科生的结果与总体结果相似，只是这些学生强调牛肉品质，而牺牲了可追溯性和不使用生长促进剂。商科学生也强调产地，但随后强调可追溯性和成本。全国样本的理想牛排来自本地生产的精选安格斯牛，以谷物和草的混合物为食，可追溯到原产地农场。如果产品不是本地生产的，受访者表示他们首选的生产州依次是爱荷华州、得克萨斯州、内布拉斯加州和堪萨斯州，从最受欢迎到最不受欢迎。
