Table 1.
Consumer demographics and responses to beef preference statements. Reported as percentages of consumers (n = 1440; 480/city).
| Overall | Lubbock | Washington DC | Phoenix | |
|---|---|---|---|---|
| Age | ||||
| 20–30 | 34.5 | 32.9 | 49.3 | 21.4 |
| 31–40 | 21.1 | 17.2 | 16.6 | 29.6 |
| 41–50 | 26.7 | 30.6 | 17.1 | 32.2 |
| 51–60 | 16.0 | 19.1 | 12.0 | 16.8 |
| >60 | 1.7 | 0.2 | 5.0 | 0.0 |
| Income | ||||
| <USD 20,000 | 12.0 | 16.0 | 12.7 | 7.2 |
| USD 20,000–50,000 | 28.8 | 27.6 | 34.1 | 24.8 |
| USD 51,000–75,000 | 24.5 | 26.3 | 20.2 | 26.8 |
| USD 76,000–100,000 | 15.8 | 16.5 | 14.4 | 16.4 |
| >USD 100,000 | 19.0 | 13.5 | 18.6 | 24.8 |
| Gender | ||||
| Male | 49.9 | 44.5 | 55.5 | 49.7 |
| Female | 50.1 | 55.5 | 44.5 | 50.3 |
| Education | ||||
| Non-High School Graduate | 2.7 | 1.6 | 1.6 | 2.6 |
| High School Graduate | 9.8 | 9.7 | 9.7 | 9.3 |
| Some College/Technical School | 28.1 | 32.0 | 32.0 | 31.4 |
| College Graduate | 36.6 | 35.4 | 35.4 | 34.6 |
| Post Graduate | 22.8 | 21.2 | 21.2 | 22.1 |
| Preferred Doneness | ||||
| Blue | 0.1 | 0.2 | 0.2 | 0.0 |
| Rare | 3.2 | 3.4 | 4.2 | 1.9 |
| Medium Rare | 26.2 | 27.6 | 29.3 | 21.4 |
| Medium | 30.2 | 32.0 | 28.7 | 29.6 |
| Medium Well | 30.0 | 31.5 | 24.5 | 33.5 |
| Well Done | 10.3 | 5.3 | 11.7 | 13.6 |
| Statement | ||||
| I enjoy red meat. It’s an important part of my diet. | 46.7 | 56.3 | 44.6 | 39.1 |
| I like red meat well enough. It’s a regular part of my diet. | 37.9 | 32.9 | 38.7 | 42.0 |
| I do eat some red meat although, but it wouldn’t worry me if I didn’t. | 12.4 | 8.8 | 13.5 | 15.0 |
| I rarely/never eat red meat. | 3.0 | 2.0 | 3.2 | 3.9 |
| Regular Purchaser of Beef | ||||
| Yes | 70.7 | 72.1 | 68.7 | 71.3 |
| No | 29.3 | 27.9 | 31.3 | 28.7 |
| Grade of Beef Most Commonly Purchased a | ||||
| USDA Prime | 14.5 | 9.0 | 18.9 | 15.8 |
| USDA Choice | 51.2 | 55.4 | 47.7 | 50.6 |
| USDA Select | 11.4 | 14.1 | 8.6 | 11.4 |
| Other | 22.9 | 21.5 | 24.9 | 22.2 |
| Important Palatability Trait for Roasts | ||||
| Flavor | 40.2 | 38.3 | 38.5 | 42.7 |
| Tenderness | 47.8 | 49.2 | 48.5 | 46.3 |
| Juiciness | 12.1 | 12.5 | 13.0 | 10.9 |
| Important Palatability Trait for Steaks | ||||
| Flavor | 39.4 | 38.2 | 40.9 | 38.6 |
| Tenderness | 46.8 | 45.9 | 46.7 | 47.3 |
| Juiciness | 13.8 | 15.8 | 12.4 | 14.1 |
a USDA = United States Department of Agriculture.