Measuring Beef Demand by Country of Origin and Cooking Purpose: The Multiple Discrete-Continuous Extreme Value Model Approach

Abstract

There has been a steady increase in the consumption of Korean beef in recent years, with the per capita consumption of beef reaching a record high in 2022. The domestic beef market provides consumers with more choices, so traditional methods of demand analysis that rely on whole beef products are likely to become less useful. Employing the multiple discrete-continuous extreme value model (MDCEV), we analyze scanner data on consumer panels over a long period. Our findings indicate Hanwoo beef demand is less price sensitive than other beef types. Furthermore, Hanwoo beef has a relatively larger cross-price elasticity than other alternatives. Consumers' income, age, and household size also significantly affect the interrelationship between demand and supply. Higher-income consumers are more likely to choose Hanwoo beef and less likely to choose imported beef. Larger families are more likely to select beef for grilling rather than cooking. These results explain current beef expenditure patterns and help understand how consumers make decisions.