Consumer selection of steaks as influenced by information and price index

Consumer selection of sirloin steaks was influenced by their eating quality, their nominal price and labelling. Without knowledge of the eating quality, higher priced steaks, of similar appearance and intrinsic qualities to lower priced steaks, were preferred by about one third of consumers. The proportion increased when the steaks were labelled with the qualities: 'Charolais and Tender' and slightly when labelled 'Tender' and only marginally when labelled 'Charolais'. After tasting the steaks, most consumers chose the most tender, even when more expensive. Re-inforcing their assessments of tenderness with the quality labels, further increased the proportion of tender, high-priced steaks chosen. Knowledge of the eating quality of steaks was therefore more important than price which was more important than quality labels in determining choice of steaks. (C) 1998 Elsevier Science Ltd. All rights reserved