Vacuum-packaged ground beef: the influence of color and educational materials on consumer acceptance (1985)

Authors

N.M. Lynch
Donald H. Kropf
Curtis L. Kastner

Keywords

Cattlemen's Day, 1985; Kansas Agricultural Experiment Station contribution; no. 85-319-S; Report of progress (Kansas State University. Agricultural Experiment Station and Cooperative Extension Service); 470; Beef; Ground beef; Color

Abstract

Questionnaires were completed by 1750 Kansas grocery shoppers in selected Dillon's supermarkets to determine how product color and educational materials affected their purchase intent of vacuum-packaged ground beef. Half the consumers received educational materials (informed consumers). Informed consumers were more likely (P<.0001) to indicate a positive purchase intent for vacuum-packaged ground beef than uninformed consumers. Informed consumers were as likely to purchase the purple-red, vacuum-packaged product as the bright cherry-red product to which they are accustomed. Product color was important in their product purchase decision. Vacuum-packaged ground beef should compete favorably with the conventionally packaged product, if educational materials are provided to explain the color differences.

Recommended Citation

Lynch, N.M.; Kropf, Donald H.; and Kastner, Curtis L. (1985) "Vacuum-packaged ground beef: the influence of color and educational materials on consumer acceptance (1985)," Kansas Agricultural Experiment Station Research Reports: Vol. 0: Iss. 1. https://doi.org/10.4148/2378-5977.2466