Masters Theses

Date of Award

12-2006

Degree Type

Thesis

Degree Name

Master of Science

Major

Agriculture and Extension Education

Major Professor

Carrie Fritz

Committee Members

Margaret Morrison, Randol G. Waters

Abstract

This study examined consumer perceptions of branded beef products. Research was conducted to determine what motivates consumers to purchase branded beef products. In addition, this study focused on consumer perceptions of quality, risk, added value, credibility and loyalty toward both branded beef products in general and branded beef products when compared to non-branded beef products.

A self-developed question guide was used as a guide for the focus group and the in-depth interviews. This study entailed one focus group with nine participants and nine one-on-one in-depth interviews.

The majority of participants in this study held a positive impression of branded beef products. More specifically, the majority of participants found branded beef products to be of higher quality when compared to non-branded beef products.

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