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Competitive product positioning analyses of a lean beef product concept

Competitive product positioning analyses of a lean beef product concept

Agribusiness: an international journal 11(6): 573-585

The purpose of this article is to report the findings of a test of a recently developed lean beef product and associated educational material. The results of meat product competitive positioning analysis indicate beef and pork were generally perceived to be less healthful than poultry, lean beef, fish, and the lean beef test product. Poultry, on the other hand, was perceived by the respondents to be more susceptible to having high chemical content while the lean beef test product was perceived to be low in chemical content. In general, the results of the study indicate that the branded lean beef product that was tested can be favorably positioned in the market relative to important competing meat products.

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Accession: 002785342

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DOI: 10.1002/1520-6297(199511/12)11:6<573::aid-agr2720110609>3.0.co;2-0

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