Questionnaires were completed by 1750 Kansas grocery shoppers in selected
Dillon's supermarkets to determine how product color and educational materials
affected their purchase intent of vacuum-packaged ground beef. Half the
consumers received educational materials (informed consumers). Informed consumers
were more likely (P<.0001) to indicate a positive purchase intent for vacuum-packaged
ground beef than uninformed consumers. Informed consumers were as
likely to purchase the purple-red, vacuum-packaged product as the bright cherry-red
product to which they are accustomed. Product color was important in their
product purchase decision. Vacuum-packaged ground beef should compete favorably
with the conventionally packaged product, if educational materials are provided to
explain the color differences.
