report
Authors
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.
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
How to Cite: Lynch, N. , Kropf, D. H. & Kastner, C. L. (1985) “Vacuum-packaged ground beef: the influence of color and educational materials on consumer acceptance”, Kansas Agricultural Experiment Station Research Reports. 1(1). doi: https://doi.org/10.4148/2378-5977.2466