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Estimating Preference Heterogeneity for Grass-fed Beef Cattle Traits

  • Isaac Sitienei, Jeffrey Gillespie, Robert W. Harrison and Guillermo Scaglia
  • Please note an addendum has been issued for this article.


This paper examines grass-fed beef producer preferences for cattle traits using data from a mail survey of 384 U.S. grass-fed beef producers. Conjoint analysis and Likert scale questions were used to determine preferences. Generally, results indicated that producers preferred easy-to-handle, heavy, black, and relatively lower-priced feeders raised from their own cows. The Kernel density figures for source, color, and temperament confirm the mixed logit standard deviation estimates that suggest heterogeneity in producer preferences.

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This is an Open Access article, distributed under the terms of the Creative Commons Attribution licence (, which permits unrestricted re-use, distribution, and reproduction in any medium, provided the original work is properly cited.

Corresponding author

Correspondence: Isaac Sitienei, Agriculture, Austin Peay State University, Clarksville, TN, USA. Email


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