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Results of Demand Increase from New Consumers The estimated results of the potential
demand from new consumers are reported in Table 4. The likelihood ratio and the Wald
statistics show that the fitted model has the significant explanation power.
More variables were eliminated in this model as compared with previous models.
Pork consumption, race, and income become insignificant. But beef consumption, age,
gender, and geographic variables remain as influencing factors. Households consume
more beef seems more willing to try goat meat. For various age groups, the elder is more
likely to become new consumer of goat meat. As for gender, females tend to stick to
existing consumption behavior, and are less likely to shift to goat meat consumption than
males. The geographic variable again is an influencing factor. Households in Florida and
Arkansas are more likely to become new goat meat consumers, while consumers in other
states share the same tendency. Finally, we also identify the impacts of consumer
attitudes towards store displays, price specials, in-supermarket test, and USDA inspection.
Results of Seasonal Demand The results of seasonal demand model are reported in table
5. We did not identify the impact from geographic, race, age factors. However, education,
income, gender, ranking of importance of marketing tools, and pork consumption do play
roles in seasonal consumption. Consumers with more education tend to consume goat
meat non-seasonally. Households of higher income are more likely to eat goat meat
seasonally. The parameter of the gender variable suggests that females are more likely to
be all-season consumers than males. No impacts on goat meat consumption are observed
from the consumption of other meats except pork. Consumers eat pork less frequently are
less likely to eat goat meat seasonally. It should be noticed that seasonal consumption
behavior was also affected by the attitude of consumers towards marketing tools. Those,