Determination of the effect of branding on consumer palatability traits of ground beef and beef strip loin steaks

Abstract

The objectives of these studies were to determine how consumer palatability ratings of beef strip loin steaks and ground beef are affected when products are identified with a brand, USDA grade, or product type. Strip loins were selected to represent five quality levels and six ground beef treatments were chosen, representing a variety of fat levels and product types. After aging steaks for 14 d and ground beef for 8 d, 2.5 cm steaks and 151.2 g patties were formed. Consumer panelists evaluated samples for tenderness, juiciness, flavor liking, and overall liking as well as texture liking for ground beef samples. Additionally, consumers rated each palatability trait as either acceptable or unacceptable and rated the sample as either unsatisfactory, everyday quality, better than everyday quality, or premium quality. Samples were fed in two rounds – blind and informed testing. In the first round of blind testing, consumers were served one sample from each treatment with treatments not disclosed. For the second round of informed testing, USDA grade, or product information was disclosed prior to sampling. Samples evaluated by consumers were paired for blind and informed testing. During blind testing, Certified Angus Beef (CAB) steaks rated similar (P > 0.05) to Choice for all palatability traits; however CAB rated greater (P < 0.05) than Choice for all traits for informed testing. Additionally, Angus Select and Select steaks were rated similar (P > 0.05) when tested blind, but Angus Select was rated greater (P < 0.05) than Select for flavor and overall liking when treatment was informed. Prime, CAB, and Angus Select had increased (P < 0.05) ratings for flavor and overall liking due to brand disclosure. However, Choice and Select samples did not receive any increase (P > 0.05) in ratings for palatability traits when brand was informed. Multiple traits were rated greater for Prime, CAB, and Angus Select products indicating these products received a "brand lift" (change in ratings due to brand knowledge) in palatability due to brand identification. However, when brand information was disclosed for Choice and Select steaks, consumers indicated no increase in palatability perception. Few differences were observed in blind testing for ground beef; however, during informed testing, 90/10 CAB ground sirloin rated greater (P < 0.05) than all other products for all palatability traits besides juiciness. Increased (P < 0.05) ratings were found for CAB products for multiple traits while the only non-branded product that received increased (P < 0.05) ratings was 90/10 ground beef during informed testing. There were few differences among ground beef products when tested blind, indicating that during blind testing, brand, fat percentage, and subprimal source have little effect on ground beef palatability. However, when product and brand were identified, multiple treatments received increased ratings for palatability traits indicating branding and product type knowledge influence the palatability of ground beef.