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An Analysis of the Use of Grades and Housebrand Labels in the Retail Beef Market

Linda J. Cox, B. Starr McMullen and Peter V. Garrod
Western Journal of Agricultural Economics
Vol. 15, No. 2 (December 1990), pp. 245-253
Stable URL: http://www.jstor.org/stable/40988088
Page Count: 9
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Since scans are not currently available to screen readers, please contact JSTOR User Support for access. We'll provide a PDF copy for your screen reader.
An Analysis of the Use of Grades and Housebrand Labels in the Retail Beef Market
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Abstract

The congruence of beef consumers' purchases with their stated preferences regarding internal fat content are examined. The role of U.S. Department of Agriculture (USDA) grades and housebrand labeling of beef in providing information to consumers is studied in the theoretical framework of search theory. The empirical results indicate that the current system of USDA grades and housebrand labels is not disseminating information regarding internal fat content effectively to consumers.Suggestions are made for providing consumers with better information and education necessary to increase congruence of expressed preferences regarding internal fat content and actual beef purchases.

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