Table 1: Demographic Characteristics of Survey Respondents
| Characteristic | Percent |
| Location of Survey: | |
| Raley's, Chico | 52 |
| Safeway on East Ave., Chico | 48 |
| Location of Household: | |
| Rural | 46 |
| Suburban | 54 |
| Number of People in Household: | |
| One | 8 |
| Two | 43 |
| Three | 29 |
| Four | 14 |
| Five | 4 |
| Average Number of People | 2.69 |
| Number of Children in Household: | |
| Zero | 70 |
| One | 12 |
| Two | 14 |
| Three | 3 |
| Four | 0 |
| Five | 0 |
| Average Number of Children | 0.54 |
| Estimated Age of Respondent: | |
| 20 - 29 | 16 |
| 30 - 39 | 12 |
| 40 - 49 | 28 |
| 50 - 59 | 17 |
| 60 - 69 | 16 |
| 70 - 79 | 11 |
| Average Age of Respondent | 43 |
| Gender of Respondent(s): | |
| Male | 29 |
| Female | 50 |
| Both | 21 |
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Table 2: Meat and Beef Buying Patterns of Survey Respondents
| Characteristic | Percent |
| Number of Times per Week Meat is Consumed: | |
| Zero (6 respondents) | 5 |
| One | 3 |
| Two | 4 |
| Three | 11 |
| Four | 16 |
| Five | 40 |
| More | 22 |
| Average Number of Times per Week | 4.53 |
| Why Respondent Does Not Eat Meat (6 respondents): | 25 |
| Vegetarian | 50 |
| Does Not Kill Animals for Food | 33 |
| Concerned about Fat Content | 17 |
| Number of Times per Week Beef is Consumed: | |
| Zero (2 respondents) | 2 |
| One | 20 |
| Two | 24 |
| Three | 22 |
| Four | 10 |
| Five | 10 |
| More | 12 |
68 |
|
| Average Number of Times per Week | 2.97 |
85 |
|
| Why Respondent Does Not Eat Beef (2 respondents): | 83 |
| Concern about Fat Content | 50 |
| Does Not Kill Cows for Food | 50 |
64 |
|
| Location of Primary Beef Purchases: | 42 |
| Meat and/or Butcher Shop | 10 |
| Supermarket | 78 |
| Both | 5 |
| Other | 7 |
| Does Respondent Prefer a Particular Meat Grade: | |
| Yes | 76 |
| No | 22 |
| If Yes, Which Grade is important: | |
| Select | 68 |
| Choice | 31 |
| Rank Products Normally Purchased: | |
Ground Beef |
|
| 1st Choice is Ground Beef | 64 |
| 2nd Choice is Ground Beef | 11 |
| 3rd Choice is Ground Beef | 20 |
| Do Not Purchase Ground Beef | 5 |
| Characteristic | Percent |
Roasts |
|
| 1st Choice is Roasts | 25 |
| 2nd Choice is Roasts | 23 |
| 3rd Choice is Roasts | 40 |
| Do Not Purchase Roasts | 12 |
Steaks |
|
| 1st Choice is Steaks | 46 |
| 2nd Choice is Steaks | 39 |
| 3rd Choice is Steaks | 9 |
| Do Not Purchase Steaks | 6 |
| Primary Factors Influencing Beef Purchases: | |
| Price per Pound | 68 |
| Price per Serving | 30 |
| Color of Product | 85 |
| Cut of the Product | 83 |
| Amount of Fat | 73 |
| Marbling | 67 |
| Size of Cut | 64 |
| Ease of Preparation | 42 |
| Bone-In versus Boneless Product | 47 |
| Storage | 0 |
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Table 3: Respondent’s Interest in Natural Beef Products
| Characteristic | Percent |
| Does Respondent Have Concerns about Beef Products: | |
| Yes | 56 |
| No | 44 |
| If Yes, What Kind of Concerns: | |
| Family’s Health (Cholesterol, Fat Content, ?) | 72 |
| Food Safety (Sanitation) | 59 |
| May Contain Antibiotics | 48 |
| May Contain Hormones | 52 |
| Storage Difficulty | 14 |
| Preparation Difficulty | 12 |
| Mad Cow Disease | 3 |
| Have Concerns Affected Your Buying Patterns: | |
| Yes | 52 |
| No | 48 |
| If Yes, How Have Concerns Changed Buying Patterns: | |
| Stopped Buying Beef | 3 |
| Fewer Purchases Due To Fat Content | 7 |
| Have Reduced Beef Purchases | 87 |
| Shop at Raley's | 3 |
| Interest in a Natural Beef Product (all meat eaters asked): | |
| Yes | 83 |
| No | 17 |
| If Yes, How Much are You Willing to Pay for Natural Beef: | |
| Same Price As Standard Beef Product | 41 |
| Higher Price Than Standard Beef Product | 55 |
| Lower Price Than Standard Beef Product | 5 |
| If Higher, How Much of a Higher Price (% or $/lb): | |
| Average Percent Above Standard Beef Price | 12 |
| Range of Percents Mentioned | 2 to 50 |
| Average Cents/lb. Above Standard Beef Price | $0.50 |
| Range of Cents/lb. Mentioned | $0.25-$1 |
| If Lower, How Much of a Lower Price (% or $/lb): | |
| Average Percent Below Standard Beef Price | 15 |
| Range of Percents Mentioned | 10-25% |
| Average Cents/lb. Below Standard Beef Price | $0.25 |
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Table 4: Ground Beef Prices for Various Percentages of Lean Beef
| Store | Standard $/lb. | Percent Lean | Lean $/lb. | Percent Lean | Extra Lean $/lb. | Percent Lean | Price Difference: Extra vs. Standard | Price Difference: Extra vs. Lean |
| Albertsons | $1.59 | 70% | $2.09 | 85% | $2.99 | 93% | 47% | 30% |
| Food 4 Less | $1.28 | 70% | $1.48 | 78% | $2.38 | 93% | 46% | 38% |
| Holiday | $1.09 | 75% | $1.69 | 80% | $2.79 | 85% | 61% | 39% |
| Lucky’s | $1.79 | 78% | $2.59 | 85% | $2.99 | 88% | 40% | 13% |
| Raley's | $1.49 | 74% | $1.69 | 83% | $2.99 | 85% | 50% | 43% |
| Safeway - East Ave. | $0.99 | 75% | $1.99 | 80% | $2.99 | 90% | 67% | 33% |
| Safeway - Mangrove | $1.69 | 73% | $2.69 | 85% | $2.99 | 90% | 43% | 10% |
| Safeway - Nord Ave. | $1.69 | 73% | $1.99 | 80% | $3.39 | 93% | 50% | 41% |
| Waremart | $1.38 | 70% | $1.48 | 78% | $1.88 | 84% | 27% | 21% |
| Average | $1.44 | 73% | $1.97 | 82% | $2.82 | 89% | 48% | 30% |
Data Collected in Chico, California on September 3, 1997.
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