Creating New Pathways to Market
Consumer interest in information about food safety, food origins, and the sustainability of food production processes is increasing.
Changing consumption behaviours present opportunities and threats for food producers who need to understand and respond to changing preferences.
Greenham's are a Tasmanian-based high quality beef exporter. Greenham's have made significant investments in the certification of their beef quality. The client wanted to determine the relative importance Australian consumers place on different attributes of their beef products, including quality claims.
A discrete choice experiment (DCE) was designed to mimic the experience of selecting different cuts of meat in-store. Respondents were asked to select how many units of each product they would purchase.
A Decision Support System was created which allowed the client to simulate product shelves in different grocery stores/butchers. The client could specify the competing products and their attributes to predict the probability of the consumer choosing their product.
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