Menkhaus, Dale J.; Whipple, Glen D.; Field, Ray A.; … - In: Agribusiness 4 (1988) 6, pp. 521-534
A laboratory test was conducted in the San Francisco Bay area during July 1987 to study the impact of a price premium (25%) on sales of branded, low fat, and natural beef. The effect of a 25% price premium was a 38% reduction in trial purchases. While price resistance was significant, there is a...