Date of this Version
Consumers (72.6%) visually preferred low marbled steaks. However, high marbled steaks were rated more juicy, tender and desirable in flavor and overall acceptability than low marbled steaks. Based on auction bids, consumers in Chicago (but not San Francisco) were willing to pay more for high marbled steaks than low marbled steaks. Domestic steaks were rated higher in all sensory attributes than Argentine steaks. Consumers in both locations were willing to pay more for domestic steaks than Argentine steaks. Although most consumers visually prefer low marbled steaks, most consumers find high marbled steaks to be more acceptable in sensory characteristics.