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
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.
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Lynch, N.M.; Kropf, Donald H.; and Kastner, Curtis L.
"Vacuum-packaged ground beef: the influence of color and educational materials on consumer acceptance,"
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