Beef customer satisfaction: role of cut, USDA quality grade, and city on in-home consumer ratings.

Abstract

An in-home beef study evaluated consumer ratings from moderate-to-heavy beef users as influenced by cut (top loin, top sirloin, and top round steaks), USDA quality grade (Top Choice, Low Choice, High Select, and Low Select), and city (Chicago, Houston, Philadelphia, and San Francisco). Consumers (n = 2,212) evaluated each steak for overall like (OLIKE), tenderness (TEND), juiciness (JUIC), flavor desirability (DFLAV), and flavor intensity (IFLAV) using 23-point hedonic scales (23 = like extremely, extremely tender, extremely juicy, like extremely, and an extreme amount of flavor; 1 = dislike extremely, not at all tender, not at all juicy, dislike extremely, and no flavor at all). A USDA grade x cut interaction existed for OLIKE (P < .05). Consumers rated top loin steaks highest (P < .05) in OLIKE and ranked Top Choice highest of all steaks (P < .05). Within the top loin, consumers were not (P > .05) able to distinguish OLIKE differences between Low Choice and High Select or between High Select and Low Select. For OLIKE, top sirloin was rated intermediate (P < .05) of the three cuts, and consumers were not able to detect (P > .05) USDA quality grade differences. For OLIKE, top round was the lowest-rated (P < .05) cut. However, consumers preferred (OLIKE, P < .05) Top Choice to the other USDA grades offered. Grade and city interacted to affect TEND, JUIC, DFLAV, and IFLAV. The cut x city interaction was significant for all palatability attributes. Cut and city affected customer satisfaction more than USDA quality grade. Tenderness and flavor were important and equal contributors to OLIKE, r = .85 and r = .86, respectively.