MLA Butcher Pricing Study 2016-17

Summary

One of MLA's services to Australian red meat producers is to provide market information to the industry, and advice and resources to help retailers achieve red meat sales. A core part of this is pricing information.

The NFS butcher pricing study is run to enable MLA to get a read on prices for beef and lamb at butcheries. The survey also serves as a way for butchers to provide feedback to MLA enabling us to have a 'conversation' with butchers.

NFS provides the service to collect a random monthly data sample from Australia's butchers to record retail prices of various meat cuts in each state. These prices are used within MLA to better understand the domestic market and independent robust pricing information can be communicated to the industry with confidence.

In addition, the survey allows MLA to quantify the level of engagement of butchers with our marketing initiatives, especially Point of Sale materials – KPIs are set for participation and evaluation of sales impact.

Objectives

The overall objective of this research is to track the retail prices of various fresh beef and lamb cuts, in each state.

More specific objectives include:
- Compare prices of MSA graded beef cuts against non-MSA graded product (MSA = Meat Standards Australia – a grading system designed to ensure consistent quality of red meat).
- Track the most popular cuts.
- Gauge retail confidence and overall butcher sentiment.
- Gauge satisfaction with MLA.
- Evaluate the effectiveness of MLA's butcher engagement strategies and campaigns.
- Provide answers to ad hoc questions – changed as needed.

Fieldwork requirements:
- 6x rounds of n=150 interviews i.e., total n=900 over the year.
- (Up to) six weeks in field per round, with the following set as initial fieldwork periods but subject to change with MLA providing two weeks' notice.
- w/c 19th Sept – w/c 17th Oct 2016 (five weeks).
- w/c 24th Oct – w/c 28th Nov 2016 (six weeks).
- w/c 9th Jan – w/c 13th Feb 2017 (six weeks).
- w/c 27th March – w/c 1st May 2017 (six weeks).
- w/c 22nd May – w/c 26th June 2017 (six weeks).
- w/c 27th July – w/c 28th Aug 2017 (six weeks).

Quotas as follows:
- N=25 butchers per week.
- 30% of the butchers need to sell MSA graded beef.
- MSA/Non-MSA quotas apply as per previous tracking.
- Representative quotes as state and metro/regional within state.

Questionnaire to be designed by MLA and approved and translated for telephone fieldwork by NFS.

Data Deliverables:
- Tables in WORD & EXCEL as per previous specifications.
- Monthly Verbatim listings in EXCEL.
- Feedback to MLA of any issues identified while conducting the research.

This contract includes provision for changes to the base questionnaire at setup stage, and up to 15% script changes per round. NFS will code up to one 'Open-Ended' questions and up to four 'Other Specify' questions.

The cost below is based on a forecast questionnaire length of 15 minutes, with the opportunity to alter costs after one-round pilot of the new questionnaire.

Key findings

To provide market information to the industry.

Future research