The Consumer Preference to the Beef Product at Traditional Market in Semarang City

As we know, the most important human need is food. Nowadays, many people awared that food with high nutrition one of welfare indicators in society. Beef animal commodity from livestock has nutritional value. The aims this research were to analyze characteristic and consumers’ preference beef at traditional market Semarang City. researcher chose City as location based on purposive method. sample was randomly chosen, 100 respondents quota sampling technique. Meanwhile, taking method used This some data analysis, which descriptive chi square crosstab analysis conjoin analysis. Based result, it conducted consumer female, 36 – 40 years old, graduated Senior High School, worked housewife have family income > Rp. 5.000.000 per month. There a connection between number member purchase. consumers more preferred bright red beef, without fat cut part 3 (shank, rib, flank brisket). sequences Importance Values 44,99% fat, 28,24% color 26,75% cut.