Title: A preliminary consumer study on the beef market in Canada

Authors: Wei Song; Che-Hui Lien; Avninder Gill

Addresses: School of Business, Black Hills State University, 1200 University St. Unit 9007, Spearfish, SD 57799, USA. ' Department of Management, Thompson Rivers University, 900 McGill Road, Kamloops, British Columbia, V2C 5N3, Canada. ' Department of Management, Thompson Rivers University, 900 McGill Road, Kamloops, British Columbia, V2C 5N3, Canada

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.

Keywords: beef consumption; beef industry; market segments; consumer studies; Canada; consumer preferences; consumer attitudes; locally produced beef.

DOI: 10.1504/IJSCM.2011.044940

International Journal of Strategic Change Management, 2011 Vol.3 No.4, pp.323 - 335

Available online: 16 Jan 2012 *

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