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, biggest seller Regency, was chosen purposively as research location. A sample consisting of 50 consumers were surveyed. Chi-Square analysis utilized attributes both beef. While multi-attribute Fishbein used consumers’ attitudes toward purchases. The results revealed that fairly cheap price, bright red meat color, fine fiber, practical packaging, less water content, low-fat freshness purchasing Therefore, understanding can be first step develop market.