A preliminary consumer study on the beef market in Canada
by Wei Song; Che-Hui Lien; Avninder Gill
International Journal of Strategic Change Management (IJSCM), Vol. 3, No. 4, 2011

Abstract: This study seeks to understand consumers attitudes and preferences regarding locally produced beef in British Columbia in Canada. The investigation aims to assess whether developing a new perspective on beef consumption has the potential to provide new opportunities for the beef industry in BC, Canada. Three main research questions have been identified. A qualitative research approach has been adopted. The findings are presented with an analysis of the results. The managerial implications and the limitations of the studies as well as the direction for future studies are discussed.

Online publication date: Sat, 07-Mar-2015

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