Impact of price and thickness on consumer selection of ribeye, sirloin, and top loin steaks

Consumers (n = 316) were recruited from college football picnickers to select ribeye, sirloin, and top loin steaks from 3 price groups based on thickness (n = 10 steaks per price/type combination). Constant weight steaks were assigned to these groups: P1, thinnest, $19.80/kg ribeye and top loin, $10.99/kg sirloin; P2, average thickness, $22.00/kg ribeye and top loin, $13.19/kg sirloin; P3, thickest, $24.21/kg ribeye and top loin, $15.40/kg sirloin. Consumers selected 3 steaks per type and ranked selection criteria (price, color, marbling, thickness, texture). Percentage of steaks chosen from each price group did not differ (P > 0.05), but consumers tended to select thinner ribeye steaks (P1 and P2) and thicker sirloin steaks (P2 and P3). Across all steak types, a greater number of consumers reported that marbling, color, and thickness were more important than price and visual texture. Data indicate that consumers may select steaks that display their preferred attributes, even if the steaks cost more.

► We examine consumer selection of beef that is priced based on thickness of steak.
► Consumers indicated marbling, color, and thickness were more important than price.
► Consumers select steaks based on preferred attributes rather than price.
► Improving sorting and marketing may allow for premium pricing.