Probit models based on household diaries show the likelihood for buying beef, fish, pork and poultry by brand. Brand preferences for each meat type are estimated and the impacts of a range of variables are ranked according to the likelihood of buying branded meats.

US expenditures on beef products have shown a slow but consistent increase during the last decade. Beef purchases are determined largely by product attributes and the importance that consumers attach to them. Preferences have changed and consumers have become more concern about beef quality,...