The research explored major issues impacting the enjoyment of beef meals cooked in the home and the effect of national and store branding of beef on these issues. Consumers' reported that the major factors that would improve beef consumption centered on improved consistency, improved eating enjoyment and more economical pricing . Although it would likely by mildly helpful, national branding of commodity beef was not seen as a major influencer in beef consumption. However, national branding of a better, value added beef product that was promoted and merchandised, would likely generate very positive sales results. There was moderate - strong interest by a niche group of consumers and the trade for an economical line of beef products that would improve the juiciness and tenderness of tougher beef through marination while keeping prices in the economical area.
Consumers often consider the store branding of beef as their guarantee of edibility.
In 1996, facing increasing pressure from chicken and pork initiatives, the National Cattlemen's Beef Association implemented a series of research initiatives. They were designed to evaluate the potential to strengthen beef demand and consumption through a series of optional marketing and product efforts. Given the significant base of respondents, this research is felt to be reliable and representative of a broader audience. It should be noted, however, that the phone interviewers were conducted with heavy beef users and therefore do not represent nor include a large body of the population that consider themselves medium or light beef consumers, non-beef eaters and vegetarians. Also, the trade interviews were subjective and do not represent a statistically projectable sample.