Stakeholders of the food value chain interested in designing differentiation strategies want to know which characteristics of beef are most important to processors. In Table 4, we report relative importance for each class and attribute. Class 1 is smaller than class 2 (27.6% compared to 72.4%). For class 1, traceability, origin and producer price are the most important attributes. For class 2, the three dominating attributes are origin, the environmental effect and traceability. The least important two attributes for class 1 are the societal effect and the keeping of animals. Contrary, the least important attributes for class 2 are producer price and the keeping of animals.
As our sample size is too small to conduct socio-demographic
analysis with classes, we report differences in relative importance
according to company size for the overall sample (see Fig. 1). Small