| Summary: | Every corner of the world loves beef for its juicy and tender texture. As the demand for beef products grows in the Malaysian market, understanding consumer preferences for beef, especially those related to its quality, is essential. The question normally asked is, what are the main factors that influence the customers when buying local beef. Therefore, to unravel the question, this study investigates consumer preferences for purchasing local beef among Malaysians in Johor. We use a quantitative method to report a descriptive statistic based on pilot data collected from 65 respondents working and living in Johor. The results indicate that consumers in Johor prioritize freshness (68.75%) and taste (50%) over halal status (81.25%) when purchasing local beef. The findings obtained will help in providing insightful information to local beef suppliers and the Johor State Department of Veterinary Services, about local beef consumers in Johor. © The Authors, published by EDP Sciences.
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