FAZLY ANN ZAINALABIDIN*, NORAZEAN MOHD FALAL, MASTURA YAACOB, MARNI SAFAR, RAMLAN MOHAMED, NORLIZAN MOHD NOOR AND QUAZA NIZAMUDDIN HASSAN NIZAM
The survey was conducted to determine the consumer preference on fresh local beef and imported frozen buffalo meat, and to investigate the affordable and preferable price for fresh local beef by consumer. A total of 727 respondents participated in the survey from July 2018 to January 2019. The findings show that 90.3% of the consumers bought not more than 2 kg of fresh local beef and frozen imported buffalo meat in a month and 48.2% consumed 1 kg to 2 kg monthly per household. 78.5% of the consumers preferred fresh local beef compared to frozen imported buffalo meat and only 66.0% frequently bought the meat. The study also reveals that 61.3% of the consumers agreed that the current retail prices for fresh local beef are within their affordable range. However, 93.9% of the consumers prefer the price of fresh local beef be reduced to less than RM30 per kg. 91.0% will choose to buy fresh local beef rather than frozen imported buffalo meat if the price were similar.