Consumer Preferences in Purchasing Beef and the Values they Attribute to Branded Beef Products

There have been significant changes in consumer demand at the retail counter, such as health, convenience, palatability preferences, and safety concerns. Branded programs offer a means for satisfying consumer demand for high quality and differentiated beef products. To help answer the question of who is purchasing branded beef market and why, an online survey was sent to interested beef consumers to determine their preferences of purchasing, as well as values they attribute to certain product characteristics. The total sample response from 13,000 contacted consumers was 502 responses, which according to Kreiche and Morgan, 1970 is a valid sample size. Decision variables ranked moderate and always important include guaranteed tender and satisfaction, low price, and low fat or lean. Differences in the strength of the decision values, such as always important, moderately important to seldom important were found with gender, purchasing frequency product differences. Results provide a better understanding of consumer decisions to buy branded beef and may assist producers with advertising decisions.Beef demand, consumer beef demand, demand preferences for beef, Agribusiness, Agricultural and Food Policy, Consumer/Household Economics,

Can a State Funded Rural Economic Development Program Positively Impact the State’s Economy? A Case Study Application using Texas Department of Agriculture’s Rural Tourism Economic Development Program

In this paper, we review the tourism impact from supported tourism events and measure their economic value to the local economy. The economic values are the result of visitor spending and extrapolated to total event attendance creates economic values from the state-supported event. Communities receiving funding were responsible for collecting visitor surveys to measure consumer spending as well as the community completing a survey to record the investment cost of the event. The results were that state support represented 14 percent of the total event investment and total event value from visitor spending was $7.8 million for 31 events. The state percent share in value represents$1.1 million and considering the program-expended funds of $147,276 there is a$7.50 return for every $1 of state funding. Economic impacts from the funds add additional value and measure total economic value to Texas. We conclude that state supported programs focusing in the area of partial marketing support can create positive return on investment value of state funding.tourism, economic development, Texas tourism, state sponsored tourism, Agribusiness, Agricultural and Food Policy, Community/Rural/Urban Development, Marketing,

Analysis of Texas Winery Visitor Spending and GOTEXAN Efforts to Promote Winery Tourism

Swinburne University (Langworthy, Howard, Fiona & Mawson, 2006), agri-tourism is a growing phenomenon in Australia, often most strongly associated with wine regions. Recommendations to improve include creation of tourism regions & cooperatives, cooperation between sectors (CVBs, restaurants), infrastructure development and model development to measurable factors. South African wineries Bruwer, 2003 identified factors that were helpful in developing a wine tourism market of South African wineries. Regarding South Africa wine tourism, areas of winery business that promote tourism include both service provision and destination marketing, development of wine routes forms an integral part of the wine tourism industry, estates sell more wine through the cellar-door and tourism industry needs well-developed infrastructure. To complete this analysis for Texas, an online survey was sent to over 9,000 wine consumers. Preliminary results of this study found that Texas winery travelers spend over $400 per winery visit. Winery tourism outspend typical tourist in Texas with 24% of their spending related to accommodations spending. Wineries involved in promoting tourism visitations have significantly higher sales and winery visitation than those not focusing on tourism as part of the marketing promotions (p<.05). A secondary aspect of this study is to survey Texas wineries and measure their involvement and satisfaction with TDA wine support efforts. The results illustrate that wineries involved in TDA wine promotional programs report higher increases in sales, winery visitations and attribute increases in sales to TDA marketing efforts over those less involved wineries.Texas Wine, TDA Wine Marketing, State Value of Wine Marketing, Wine Tourism, Rural Tourism, Tourism, Agribusiness, Agricultural and Food Policy, Community/Rural/Urban Development, Marketing,

Study of Economic Impacts Derived from 2005 to 2009 Rural Texas Community Events and Factors that Predict Spending?

In this paper, we review the tourism impact from state supported events associated with Texas Rural Economic Development program and in the process of funding measure aspects of events that are found to be related to economic value. The economic values are the result of visitor spending and extrapolated to total event attendance creates economic value. Communities receiving funding were responsible for collecting visitor surveys to measure consumer spending as well as the community completing a survey to record descriptors of the event. The overall program results were that state support represented 14 percent of the total event investment and total event value from visitor spending created approximately $7.50 return for every$1 of state funding. However, this paper focuses on visitor spending and factors that contribute to economic impacts from those activities. The results indicate that there is a high positive correlation (Spearman Rho=.51) between miles traveled and visitor spending. Also found were significant low positive correlations for art events (r=.041) to higher spending while local heritage events had low negative correlations (r=-.038), which identifies lower spending. Visitors recognizing higher spending at events also visited surrounding communities and traveled over 60 miles to attend. Another target results was to measure the value of those traveling over 60 miles to attend, which resulted in recognized spending three-times above those traveling less than 60 miles ($129 versus$326 per person). In the area of advertising, web promotions were the only category related to higher spending values.rural economic impact, tourism value, economic development, tourism, rural tourism, travel spending, community events, tourism events, factors of tourism spending, Agribusiness, Community/Rural/Urban Development,

Strategic Alliances in U.S. Branded Beef Programs

In this paper, we combine concepts from organizational economics to examine supply chain alliances formed to market branded beef products. To illustrate application of the framework, we examine three different types of alliances. We conclude that measuring costs associated with quality attributes have an important role in alliance structure.Agribusiness,

A 2008-09 Assessment of Texas Department of Agriculture Programs to Support Rural Economic Tourism Events. How Strong Are These Economic Returns?

This paper determines the main forces that contribute to the creation of positive economic returns to the individual communities from TDA's supported rural tourism program and analyzes these economic returns.rural tourism, rural development, economic multiplier, return on investment, Community/Rural/Urban Development,

State Funded Marketing and Promotional Activities to Support a State's Winery Business; Are There Economic Returns?: A Case study using Texas Senate Bill 1370's support of the Texas Wine Industry

Texas wineries responded to a survey regarding their participation in wine marketing activities, annual changes in gross sales and level of sales growth they attribute to TDA’s support and if these funds create positive economic impacts to their winery. The response rate was 53 of the 93 registered wineries or a 57 percent response rate. Senate Bill 1370 funds allocate annually $725,000 to marketing and promotion of Texas wine. Combining the$725,000 and the normal funding of $250,000 identifies$975,000 in annual support to grow economic value. The most often utilized promotional activity is promotional materials and attending TDA supported wine events. Ninety-two percent of Texas wineries recognize an increase in awareness for the Texas wine industry and attribute 49 percent of the increase to state marketing efforts. A portion of TDA marketing funds were directed towards supporting wine events in Texas as they attract large numbers of consumers and allow promotional opportunities. One result found that 68 percent of consumers reported the event encouraged them to buy more Texas wine. Annual Economic Impact Results from supported marketing activities are estimated to create $8.42 per$1 of funding in direct sales increases, $15.33 per$1 of funding in economic impact of increases in sales and $1.54 per$1 of funding in value added impacts (based on IMPLAN Type II Economic Multiplier values). Annual Economic Impact Results from all funding activities are $2.16 per$1 of funding of total direct sales increases, $3.93 per$1 of funding in economic impacts of increases in sales and $.40 per$1 of funding in valued added impacts (based on IMPLAN Type II Economic Multiplier values). It is apparent that both direct and indirect economic results are positive returns to program funding and create economic growth in local economies.Texas Wine, Wine Economics, State Commodity Support, State Agricultural Marketing, State Commodity Marketing, Agribusiness, Agricultural and Food Policy, Marketing,

Discerning Differences between Producer Groups and Organic Adoption Barriers in Texas

The number of certified organic operations in Texas has remained relatively stagnant while nationally the organic food sector has experienced double-digit growth. To understand why this occurring, a survey was distributed to a random sample of 4,006 Texas producers. The results will assist in developing strategies to promote the growth of organic production in Texas.Crop Production/Industries,

Assessment Of A State Commodity Marketing Program: A Case Study Approach Using 2003-2004 Texas Wine Marketing Assistance Program Evaluation

The Texas wine industry is a growing industry that impacts the states economy, offers gains in tourism and provides Texas jobs.  This study shows the gains recognized from Texas Wineries during their participation (2004 fiscal year) in the Texas Wine Marketing Assistance Program (TWMAP) with comparisons made to the initial assessment for 2002 fiscal year.  A questionnaire was created to assess the benefits to the wineries of the state of Texas which participated in the TWMAP program.  When compared to the initial assessment (2002), participating wineries experienced an increase in all categories, for example, average sales, number of wineries participating in the program and visits to the wineries.  A greater number of wineries participated in the programs, and a higher percentage believed that the TWMAP was beneficial to their business.  Thirty percent more wineries reported sales increases, (67% in 2003, 97% in 2004) with average sales increase from $88,983 in 2003 to$109,387 in 2004 creating a total economic impact increase from $4.1 million to$10.1 million.  The ROI increased from 930% to 1,400%. The participants in the TWMAP attribute 35.4% of their sales increases directly to the TWMAP, amounting to $3.57 million in economic benefit for the state, with programming costs of$250,000.  The TWMAP returned over $14 for each$1 of state funds invested, or 1,400% return on state funding.  This was an increase in the already impressive 930% increase in returns reported in 2002.  In light of these trends in this program, it is clear that the TWMAP is establishing a pattern of success and the existence of a marketing campaign has had a successful economic impact on the growth of the Texas wine industry.

Analysis of Texas Winery Visitor Spending and GOTEXAN Efforts to Promote Winery Tourism

Swinburne University (Langworthy, Howard, Fiona & Mawson, 2006), agri-tourism is a growing phenomenon in Australia, often most strongly associated with wine regions. Recommendations to improve include creation of tourism regions & cooperatives, cooperation between sectors (CVBs, restaurants), infrastructure development and model development to measurable factors. South African wineries Bruwer, 2003 identified factors that were helpful in developing a wine tourism market of South African wineries. Regarding South Africa wine tourism, areas of winery business that promote tourism include both service provision and destination marketing, development of wine routes forms an integral part of the wine tourism industry, estates sell more wine through the cellar-door and tourism industry needs well-developed infrastructure. To complete this analysis for Texas, an online survey was sent to over 9,000 wine consumers. Preliminary results of this study found that Texas winery travelers spend over $400 per winery visit. Winery tourism outspend typical tourist in Texas with 24% of their spending related to accommodations spending. Wineries involved in promoting tourism visitations have significantly higher sales and winery visitation than those not focusing on tourism as part of the marketing promotions (p<.05). A secondary aspect of this study is to survey Texas wineries and measure their involvement and satisfaction with TDA wine support efforts. The results illustrate that wineries involved in TDA wine promotional programs report higher increases in sales, winery visitations and attribute increases in sales to TDA marketing efforts over those less involved wineries