Objective: The objective of this study was to identify the threshold for color and discoloration for consumers to purchase ground beef in a simulated retail display and to determine the best objective measurement to predict consumer purchase intent.
Study Description: For this study, 180 1-lb 80% lean/20% fat ground beef packages were assigned to a day of retail display (day 0–9). Consumers (n = 216) and trained descriptive panelists evaluated ground beef samples from each day of display simultaneously. Instrumental L* (lightness), a* (redness), and b* (yellowness) values were collected, and spectral data were recorded. Logistic and simple linear regression models were calculated for consumer likelihood to purchase and appearance ratings. Pearson correlation coefficients were calculated for all measurements.
The Bottom Line: The models generated from this study provide the ability to predict consumer willingness to purchase ground beef of varying days of retail display and provide ground beef producers an indication of potential consumer purchasing behaviors based upon objective values that are easy to measure

Beyer, E. S.

Chao, M. D.

Drey, L. N.

Egger, L. A.

Farmer, K. J.

Lybarger, K. R.

O\u27Quinn, T. G.

Vipham, J. L.

Zumbaugh, M. D.

Objective:The objective of this study was to identify the threshold for color and discoloration for consumers to purchase ground beef in a simulated retail display and to determine the best objective measurement to predict consumer purchase intent.
Study Description:For this study, 180 1-lb 80% lean/20% fat ground beef packages were assigned to a day of retail display (day 0–9). Consumers (n = 216) and trained descriptive panelists evaluated ground beef samples from each day of display simultaneously. InstrumentalL*(lightness), a*(redness),andb*(yellowness) values were collected, and spectral data were recorded. Logistic and simple linear regression models were calculated for consumer likelihood to purchase and appearance ratings. Pearson correlation coefficients were calculated for all measurements.
The Bottom Line:The models generated from this study provide the ability to predict consumer willingness to purchase ground beef of varying days of retail display and provide ground beef producers an indication of potential consumer purchasing behaviors based upon objective values that are easy to measure

Kansas State University

Kansas Agricultural Experiment Station Research Reports Volume 9 Issue 1 Cattlemen's Day Article 12 2023 Determination of Consumer Color and Discoloration Thresholds for Purchase of Retail Ground Beef When Evaluating Multiple Days of Display Simultaneously K. R. Lybarger Kansas State University, katierlybarger@k-state.edu E. S. Beyer Kansas State University, erbeyer@ksu.edu K. J. Farmer Kansas State University, kjfarmer@ksu.edu See next page for additional authors This report is brought to you for free and open access by New Prairie Press. It has been accepted for inclusion in Kansas Agricultural Experiment Station Research Reports by an authorized administrator of New Prairie Press. Copyright 2023 Kansas State University Agricultural Experiment Station and Cooperative Extension Service. Contents of this publication may be freely reproduced for educational purposes. All other rights reserved. Brand names appearing in this publication are for product identification purposes only. No endorsement is intended, nor is criticism implied of similar products not mentioned. K-State Research and Extension is an equal opportunity provider and employer. Follow this and additional works at: https://newprairiepress.org/kaesrr  Part of the Beef Science Commons, and the Meat Science Commons Recommended Citation Lybarger, K. R.; Beyer, E. S.; Farmer, K. J.; Egger, L. A.; Drey, L. N.; Vipham, J. L.; Zumbaugh, M. D.; Chao, M. D.; and O'Quinn, T. G. (2023) "Determination of Consumer Color and Discoloration Thresholds for Purchase of Retail Ground Beef When Evaluating Multiple Days of Display Simultaneously," Kansas Agricultural Experiment Station Research Reports: Vol. 9: Iss. 1. https://doi.org/10.4148/2378-5977.8422 Determination of Consumer Color and Discoloration Thresholds for Purchase of Retail Ground Beef When Evaluating Multiple Days of Display Simultaneously Abstract Objective: The objective of this study was to identify the threshold for color and discoloration for consumers to purchase ground beef in a simulated retail display and to determine the best objective measurement to predict consumer purchase intent. Study Description: For this study, 180 1-lb 80% lean/20% fat ground beef packages were assigned to a day of retail display (day 0–9). Consumers (n = 216) and trained descriptive panelists evaluated ground beef samples from each day of display simultaneously. Instrumental L* (lightness), a* (redness), and b* (yellowness) values were collected, and spectral data were recorded. Logistic and simple linear regression models were calculated for consumer likelihood to purchase and appearance ratings. Pearson correlation coefficients were calculated for all measurements. The Bottom Line: The models generated from this study provide the ability to predict consumer willingness to purchase ground beef of varying days of retail display and provide ground beef producers an indication of potential consumer purchasing behaviors based upon objective values that are easy to measure. Keywords consumer, color, ground beef Creative Commons License This work is licensed under a Creative Commons Attribution 4.0 License. Cover Page Footnote This project was funded by Cargill Meat Solutions. Authors K. R. Lybarger, E. S. Beyer, K. J. Farmer, L. A. Egger, L. N. Drey, J. L. Vipham, M. D. Zumbaugh, M. D. Chao, and T. G. O'Quinn This meat science is available in Kansas Agricultural Experiment Station Research Reports: https://newprairiepress.org/kaesrr/vol9/iss1/12 Cattlemen's Day 2023KANSAS STATE UNIVERSITYCATTLEMEN’S DAY1Kansas State University Agricultural Experiment Station and Cooperative Extension ServiceDetermination of Consumer Color and Discoloration Thresholds for Purchase of Retail Ground Beef When Evaluating Multiple Days of Display Simultaneously K.R. Lybarger, E.S. Beyer, K.J. Farmer, L.A. Egger, L.N. Drey,1 J.L. Vipham, M.D. Zumbaugh, M.D. Chao, and T.G. O’Quinn Abstract The objective of this study was to identify the threshold for color and discoloration for consumers to purchase ground beef in a simulated retail display and to determine the best objective measurement to predict consumer purchase intent. One-lb ground beef packages containing 80% lean/20% fat were obtained and assigned to a day of retail display (day 0–9). Consumers (n = 216) evaluated ground beef samples from each day of display simultaneously. The models showed that each of the objective measures eval-uated were predictors (P < 0.05) of consumer purchasing intent. All logistic regression equations (P < 0.01) had high R2 values of 0.48–0.86, and correctly classified 78.1–90.1% of samples as would/would not purchase. Linear regression equations predicting consumer overall appearance ratings with objective measures also resulted in significant (P < 0.01) models, with R2 values of 0.57–0.93. The a* (redness) values of 21.6, 24.6, 28.3, and 30.5 correspond with consumers being 50, 75, 90, and 95% likely to purchase the product at full price. However, if the product was discounted, the values were 17.9, 21.4, 25.0, and 27.4. The percentage of metmyoglobin values of 40.1, 33.6, 27.1, and 22.7 correspond with consumers being 50, 75, 90, and 95% likely to purchase the product at full price and 47.8, 40.5, 33.2, and 28.2 if the product was discounted. The models generated from this study provide the ability to predict consumer willingness to purchase ground beef and provide ground beef producers an indication of potential consumer purchasing behaviors based upon objective values that are easy to measure. IntroductionRecent increases in ground beef demand have shifted ground beef from an industry by-product to an increasingly valuable segment of the meat industry (Speer et al., 2015). Although the United States has transitioned to a “ground beef nation” (Close, 2014), there are many unknowns regarding consumer purchasing intent of ground beef products in the retail setting. Meat color is an extensively researched area, but only limited research exists that evaluates consumer perceptions. Ground beef discoloration leads to an estimated loss of $3.73 billion to the beef industry annually (Ramanathan, 2022). Therefore, the objective of this study was to identify the threshold for color and 1 Cargill, Wichita, KS.2Cattlemen’s Day 2023Kansas State University Agricultural Experiment Station and Cooperative Extension Servicediscoloration for consumers to purchase ground beef in a simulated retail display and to determine the best objective measurement to predict consumer purchase intent.Experimental ProceduresFor this study, 180 1-lb 80% lean/20% fat ground beef packages were obtained from a commercial processor in Kansas and transported to the Kansas State University Meat Laboratory. Packages were assigned to a day of retail display (day 0–9). Ground beef packages from each day of display were displayed in coffin-style cooler cases under fluorescent lights. Consumers (n = 216) evaluated ground beef samples from each day of display simultaneously. Consumers were asked to assess the overall appear-ance and desirability of each sample on a 100-point continuous line scale. Addition-ally, consumers answered yes/no questions related to whether they would purchase the package if it was full-priced at retail, and if it was discounted at retail. A trained descriptive panel evaluated the samples for redness and percentage discoloration using 100-point continuous line scales. Instrumental L* (lightness), a* (redness), and b* (yellowness) values were collected utilizing a Hunter Lab Miniscan (Model 2500L, Hunter Associates Laboratory Inc, Reston, VA) spectrophotometer, and spectral data were recorded for the calculation of hue angle, chroma, percent oxymyoglobin, and percent metmyoglobin. Logistic regression models were calculated for the probability of a sample being identified as “would purchase” for both full-price and discounted responses by consumer sensory panelists. Simple linear regressions were calculated for consumer overall appearance ratings. Pearson correlation coefficients were calculated for sensory and objective measurements.Results and DiscussionOverall, the models showed that each of the objective measures evaluated were predic-tors of consumer purchasing intent. All logistic regression equations (P < 0.01) had high R2 values of 0.48–0.86, and correctly classified 78.1–90.1% of samples as would/would not purchase. Linear regression equations predicting consumer overall appear-ance ratings with objective measures also resulted in significant (P < 0.01) models, with R2 values of 0.57–0.93. Pearson correlation coefficients showed strong relationships (P < 0.01) between consumer appearance score and all other variables (r > 0.92), except for L* (r = 0.76). The a* values of 21.6, 24.6, 28.3, and 30.5 correspond with consumers being 50, 75, 90, and 95% likely to purchase the product at full price (Figures 1 and 2). However, if the product was discounted, these numbers were 17.9, 21.4, 25.0, and 27.4 (Table 1). The percentage of metmyoglobin values of 40.1, 33.6, 27.1, and 22.7 corre-spond with consumers being 50, 75, 90, and 95% likely to purchase the product at full price (Figures 3 and 4). However, if the product was discounted, these numbers shifted substantially to 47.8, 40.5, 33.2, and 28.2 (Table 1).ImplicationsAll objective measurements were predictors of consumer purchasing intent of 80% lean/20% fat ground beef. Objective measurements shown to be the best included the a* value and calculated percent metmyoglobin. The models generated from this study provide the ability to predict consumer willingness to purchase ground beef of varying days of retail display and provide ground beef producers an indication of potential consumer purchasing behaviors based upon objective values that are easy to measure.3Cattlemen’s Day 2023Kansas State University Agricultural Experiment Station and Cooperative Extension ServiceAcknowledgmentsThis project was funded by Cargill Meat Solutions. ReferencesClose, D. 2014. Ground Beef Nation: The Effect of Changing Consumer Tastes and Preferences on the U.S. Cattle Industry. Rabobank, Rabobank AgFocus. Ramanathan, R., Lambert, L. H., Mahesh, N. N., Morgan, B., Feuz, R. Mafi, G., and Pfeiffer, M. 2022. Economic Loss, Amount of Beef Discarded, Natural Resources Wastage, and Environmental Impact Due to Beef Discoloration. Meat Muscle Biol. 6. doi:10.22175/mmb.13218. Speer, N., T. Brink, and M. McCully. 2015. Changes in the Ground Beef Market and What it Means for Cattle Producers. The Angus Foundation, St. Joseph, MO.Table 1. The 50, 75, 90, and 95% likeliness thresholds for various objective quality measures for consumer purchase intent of 80% lean/20% fat ground beef Measurement 50% 75% 90% 95% Product sold at full price L* 50.6 51.7 52.8 53.6 a* 21.6 24.9 28.3 30.5 b* 20.4 21.8 23.2 24.2 Metmyoglobin1 40.1 33.6 27.1 22.7 Oxymyoglobin1 58.5 64.9 71.4 75.8 Chroma1 30.5 33.9 37.4 39.7 Hue angle1 0.77 0.73 0.68 0.65 Trained sensory panel redness score2 53.6 67.4 81.1 90.4 Trained sensory panel discoloration score3 37.8 19.5 1.1 - Consumer appearance score4 49.8 60.8 71.8 79.3 Product sold at discounted price L* 49.5 50.8 52.2 53.2 a* 17.9 21.4 25.0 27.4 b* 18.9 20.3 21.8 22.8 Metmyoglobin1 47.8 40.5 33.2 28.2 Oxymyoglobin1 50.1 57.4 64.7 69.7 Chroma1 25.8 29.2 32.7 35.0 Hue angle1 0.84 0.78 0.72 0.68 Trained sensory panel redness score2 40.9 56.6 72.3 82.9 Trained sensory panel discoloration score3 64.0 42.0 20.1 5.2 Consumer appearance score4 36.9 49.1 61.3 69.61Calculated utilizing the equations presented in the AMSA Meat Color Measurement Guidelines (AMSA, 2012).2Sensory scores: 0 = extremely dark red, 100 = bright cherry red. 3Sensory scores: 0 = no visible discoloration, 100 = complete discoloration.4Sensory scores: 0 = extremely undesirable, 100 = extremely desirable.4Cattlemen’s Day 2023Kansas State University Agricultural Experiment Station and Cooperative Extension Service0.00.10.20.30.40.50.60.70.80.91.010 15 20 25 30 35Predicted probability of a consumer purchasea* valueFull-Price DiscountedFigure 1. Probability of a consumer purchasing an 80% lean/20% fat ground beef package based on a* (redness) value and pricing. Figure 2. Sample photos with corresponding a* (redness) values.5Cattlemen’s Day 2023Kansas State University Agricultural Experiment Station and Cooperative Extension Service0.00.20.40.60.81.01.210 20 30 40 50 60 70Predicted probability of a consumer purchaseCalculated metmyoglobin percentageFull-price DiscountedFigure 3. Probability of a consumer purchasing an 80% lean/20% fat ground beef package based on calculated metmyoglobin percentage and pricing. Figure 4. Sample photos with corresponding calculated percentage metmyoglobin values.

Determination of Consumer Color and Discoloration Thresholds for Purchase of Retail Ground Beef When Evaluating Multiple Days of Display Simultaneously

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Determination of Consumer Color and Discoloration Thresholds for Purchase of Retail Ground Beef When Evaluating Multiple Days of Display Simultaneously

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