Using conjoint analysis, this study examined the utility derived from the characteristics of a beef steak and found that the most important characteristics are region of origin, animal breed, traceability, animal feed, and beef quality. The least important factors identified were cost of cut, farm ownership, the use/non-use of growth promoters, and guarantee of tenderness.

The average age of non-student respondents was 45.5 years, while the average age for student respondents was 22.1 years. Females comprised 50.1% of the respondents. Respondents were asked three questions about steak characteristics:

1. Which cut of steak is higher quality? (Top Round or Top Sirloin)
2. Which grade contains more marbling (Select or Choice)
3. What is marbling? (The amount of fat within the muscle, the amount of connective tissue present in the steak, or the amount of fat on the outside of the steak.)

The results of this analysis showed that the knowledge that a consumer possesses about meat, animal characteristics, and other features related to steak products will influence attitudes about the features of steak products that are considered important.

The preference of business students was based more on superficial characteristics (since they did not have in depth knowledge), such as traceability to birth farm, the cost of the steak, and whether or not growth promoters were used.

For the national sample, important factors were the region of origin, animal feed, animal breed, steak quality, and traceability. On the other hand, farm ownership, the cost of the cut, the use of growth promoters, and whether or not the product is guaranteed tender were the least important.

When participants were categorized by level of knowledge, the attribute ranking was similar, except that those who were more knowledgeable had a stronger preference for non-hormone-treated beef. Those who were less knowledgeable thought organic beef was more important.

In conclusion, this study found that “the comparison of animal science students to business students demonstrates that diversity in knowledge and experiences generates different priorities for product preferences. The animal science students demonstrated that they were more knowledgeable about the intrinsic cues for quality (cut, quality, and marbling definitions). In turn they were apparently more likely than their business student counterparts to use their understanding of these and other features to make informed decisions about the cut.”

“An extension of this observation is that education of consumers could change attitudes and product priorities. Nevertheless, past experiences may have an overriding effect and diminish the efficacy of consumer education. The issue of the type, amount, and nature of consumer education on purchasing behavior and decision making for steak and similar products is an open question.”