Brothers and Stephenville FFA Members Study Beef Consumer Decisions
Friday, August 29, 2025 | Author: Texas FFA News
Sterling and Jackson Richmond, Stephenville FFA members, have been named the top Social Science (Category 6) Agriscience Fair Project in the nation at the 97th Annual National FFA Convention and Expo.
The National FFA Agriscience Fair recognizes students who gain real-world, hands-on experiences in agricultural enterprises. Students use scientific principles and emerging technologies to solve complex problems related to agriculture, food and natural resources. The agriscience fair is for middle and high school students. Students compete in one of six categories in the agriscience fair and under one of the six divisions — either individually or in a team.
The Richmond brother’s project was titled “It’s All Natural!: Driving Factors of Purchasing Beef Products.” The purpose of the study was to determine the driving factors of beef consumer decision making, with the intent to better market ‘all-natural’ beef products.
“Survey research using a convenience sample, demographic data and Likert-type questions were used to determine driving factors of purchasing beef products,” said Sterling and Jackson. “In addition, a literature review was conducted, and a survey was created and checked for validity by a panel of experts. The survey was circulated on social media for two weeks, and a statistical analysis was conducted to draw valid conclusions.”
The results identified a significant relationship between driving factors of purchasing beef products and the demographics of age, gender, household income, marital status, and level of education.
“Therefore, it can be concluded that all these factors contribute to consumer decision making in beef products,” said Sterling and Jackson.
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