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Beef customer satisfaction: Factors affecting consumer evaluations of calcium chloride-injected top sirloin steaks when given instructions for preparation¹

Department of Animal Science, Texas Agricultural Experiment Station, Texas A&M University, College Station 77843-2471

⁷ Correspondence: 2471 TAMU (phone: 979-845-3935; fax: 979-845-9454; e-mail: j-savell{at}tamu.edu).

The objectives of this study were to evaluate whether instructions can help consumers properly prepare top sirloin steaks and to evaluate the use of calcium chloride injection to decrease the sensitivity of top sirloin steaks to degree of doneness, thereby improving customer satisfaction ratings. An in-home study evaluated top sirloin steaks (gluteus medius) as influenced by calcium chloride injection (injected vs. noninjected), consumer segment (beef loyalists = heavy consumers of beef, budget rotators = cost-driven and split meat consumption between beef and chicken, and variety rotators = higher incomes and education and split meat consumption among beef, poultry, and other foods), degree of doneness, cooking method, and instructions (given vs. not given). Consumers evaluated overall like, tenderness, juiciness, flavor like, and flavor amount using 10-point scales. Beef loyalists consistently rated steaks higher for overall like, juiciness, and flavor when instructions were provided (P < 0.05) and rated top sirloin steaks higher for overall like and tenderness when given instructions for grilling (P < 0.05). Budget rotators and variety rotators rated steaks differently among cooking methods (P < 0.05). Correlation and stepwise regression analyses indicated that flavor like was the most highly correlated with overall like, followed by tenderness, flavor amount, and juiciness. Calcium chloride injection had no effect on consumers’ likes or dislikes or on tenderness (P < 0.05). For top sirloin steaks, it was likely that preparation played a major role in consumer satisfaction, and beef loyalists benefited the most from providing cooking instructions.

Key Words: Beef • Consumer Preference • Market Research