Consumer Preferences for Fresh and Frozen Local Beef in Sleman Regency, Indonesia

This study aims to determine the consumer preferences for fresh and frozen local beef in Sleman Regency by employing a descriptive method. Meatshop Oricow, the biggest beef seller in Sleman Regency, was chosen purposively as the research location. A sample consisting of 50 fresh local beef consumers and 50 frozen local beef consumers were surveyed. Chi-Square analysis was utilized to determine the attributes of both fresh and frozen local beef. While the multi-attribute Fishbein analysis was used to determine consumers' attitudes toward both fresh and frozen local beef purchases. The results revealed that fairly cheap price, bright red meat color, fine fiber, practical packaging, less water content, low-fat content, and freshness were preferences of consumers in purchasing fresh and frozen local beef. Therefore, understanding consumer preferences can be the first step to develop the local beef market.