Glen D. Whipple

The effects of perceived product attributes on the perception of beef

The objective of this study was to identify perceived characteristics of beef which impact quality perception. Results indicate that concerns with beef related to cholesterol and calorie content, artificial ingredients, convenience characteristics, how it is displayed in the store, and expense each significantly adversely affected quality perception.

Market Segmentation of Wyoming Snowmobilers

Given the increasing popularity of snowmobiling, information on snowmobilers’ characteristics and preferences is needed to better manage and market snowmobiling programs. This study examines the characteristics, preferences, and motivations of Wyoming snowmobilers. Unique groups of snowmobilers are identified, and differences in their snowmobiling behavior and sociodemographic characteristics are investigated.

Supply Response in the U.S. Sheep Industry

A dynamic supply model of the U.S. sheep industry is constructed. The model incorporates restrictions on fixed capital and the demographic characteristics of the breeding flock. The model is estimated using least squares techniques and simulated to generate a matrix of short- and intermediate-run elasticity estimates. The estimates indicate that sheep supply is positively related to lamb price in the short run and the intermediate run (ten plus years), although inelastic in the short run. The supply response to wool price also is positive and quite elastic in the intermediate term. These results imply that both lamb and wool prices are important to the maintenance of the U.S. sheep industry.

Impact of a price premium on sales of branded, low fat, fresh beef

A laboratory test was conducted in the San Francisco Bay area during July 1987 to study the impact of a price premium (25%) on sales of branded, low fat, and natural beef. The effect of a 25% price premium was a 38% reduction in trial purchases. While price resistance was significant, there is a consumer segment willing to pay a premium for a product low in fat and free of artificial ingredients.

Factors influencing consumer rankings of alternative retail beef packaging

Ordered probit models were used to identify factors which influenced consumer rankings of vacuum skin packaged steaks and roasts. Variables included selected demographic characteristics and concerns regarding retail beef packaging. Information pertaining to the color of the beef in, and the benefits of, the vacuum package was found to be among the most important factors.