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The Relationship of Selected Variables to Consumer Knowledge of Beef in Selected Areas of Mississippi.

The purpose of this study was to determine selected consumers1 knowledge of concepts related to beef quality, nutritive value of beef and preparation and identification by the use of a multiple-choice type test, administered in the home of the respondent. Specific objectives were to: 1. Establish a benchmark concerning the level of consumer knowledge in regards to: a. Selected concepts related to beef quality. b. Selected concepts related to the nutritive value of beef. c. Selected concepts concerned with the identification and preparation of three retail cuts of beef (T-bone steak, round steak and chuck roast). 2. Determine, if any, the relationship of selected socio-economic and demographic variables to consumer knowledge of beef quality, nutritive value of beef, and identification and preparation. 3. Suggest a predictive equation which might predict consumer knowledge of certain selected concepts related to beef quality, nutritive value of beef, preparation and identification and composite score. 4. Indicate educational needs of certain socio-economic consumer groups in regards to factors relating to selection and preparation of beef. The data were obtained from 500 consumers in three different geographical locations in Mississippi. Of these responses, 429 were usable. The numerical scores made by the respondents on each of the sections and composite score formed the dependent variables. Five independent variables were considered as treatments (discrete variables). They were geographical location, place of residence, level of education, race and children or no children. Three independent variables, age, income per household, and pounds of beef purchased were treated as covariables (continuous variables). Analysis of variance was used to determine the effects of the traits considered as treatments. Simple correlation and partial regression coefficients were used to determine the relationship between the dependent variables and covariables. It appears that race, place of residence, and amount of education had a significant bearing on the scores made by the respondents on all sections of the test. Location was significant only when considering the scores made on the section concerned with preparation and identification. There was a positive correlation between the scores made on one section and the scores made on the remaining sections. Age and income were positively correlated with scores made on the four sections of the test, whereas, pounds of beef was not significantly correlated. The partial regression coefficients obtained were very small and were not statistically significant. It was concluded from the study that the consumers' knowledge of the concepts presented was rather low. Also, the use of socio-economic and demographic traits, utilized in this study, would not yield a satisfactory predictive model.