Analysis of Beef Consumption in Australia: Research Proposal

This research proposal examines the strategies to increase beef consumption in Australia. It begins with an abstract summarizing the decreasing demand for beef and the role of Meat & Livestock Australia (MLA) in researching and assisting farming companies. The introduction provides background on the importance of meat consumption in Australia, the decline in beef consumption, and MLA's mission. The problem definition identifies the core issue as declining beef demand. Research objectives include identifying customer preferences, factors affecting consumption, ways to increase cattle production, methods to reduce negative factors, and gaps in the market. The literature review explores various articles related to beef and milk production, environmental and economic impacts of technologies, and consumer preferences. The research methods section outlines the research philosophy, approach, design, and methods, along with data collection and analysis. Ethical considerations and limitations are also discussed. The report also includes a proposed time schedule and an approximate budget. The study seeks to identify factors influencing consumer behavior and strategies for beef production to increase consumption in Australia.

Research on Meat and Livestock,
Australia ways to increase beef
consumption
Assessment Task 2: Research Proposal
Student Name: Student ID:
Subject Name: Student ID:
Date Due: Professor Name:
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Abstract
Consumption of meat especially in Australia has increased multifold in the past decade. In
Australia, demand for beef has decreased in a manner substituted by other variety of meat, such
as to meet growing demand of the population. Meat and Livestock Ltd is a R&D facility aimed at
researching and providing assistance to various farming companies such that they can increase
their beef productions and subsequently increase consumer’s consumptions. The current study
deals with thorough analysis of various scopes and ways in which consumption of beef can be
stepped up in Australia. There are various genetic procedures, increasing farm rate procedures
and other methods that are accommodated now. This study evaluates the various research
methods that are accommodated for establishing research aims such that accompanying literature
review goals for the study can easily be accomplished.
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Table of Contents
Abstract............................................................................................................................................2
Table of Figures...............................................................................................................................3
1.0 Introduction...........................................................................................................................4
1.1 Background to the Study........................................................................................................4
2.0 Problem Definition....................................................................................................................6
2.1 Research Objectives...............................................................................................................7
2.2 Research Question..................................................................................................................7
3.0 Literature Review......................................................................................................................8
4.0 Research Methods....................................................................................................................12
4.1 Research Philosophy............................................................................................................12
4.2 Research Approach..............................................................................................................13
4.3 Research Design...................................................................................................................13
4.4 Research Method..................................................................................................................14
4.5 Method of Data Collection...................................................................................................14
4.6 Data Analysis Method..........................................................................................................15
4.7 Ethical Issues in Research....................................................................................................15
4.8 Limitations of the Research.................................................................................................15
5.0 Proposed Time Schedule.........................................................................................................16
6.0 Approximate Budget................................................................................................................18
Reference Lists..............................................................................................................................19
Table of Figures
Figure 1: Consumption of Meat in Australia...............................................................................................6
Figure 2: Australia's Per Capita Meat Consumption....................................................................................7
Figure 3: Australia's Meat Prices...............................................................................................................10
Figure 4: Average number of animals in Australia Farm...........................................................................11
Figure 5: Top Meat eating Countries in World..........................................................................................12
Figure 6: Gantt Chart for Time Schedule...................................................................................................18
Figure 7: Time Schedule............................................................................................................................18
Figure 8: Budget........................................................................................................................................19
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Introduction
Consumption of meat has significantly increased in the past few years associated with rising
trends in population (Peters, 2010). Rapid growth in population in Australia along with
associated influx from immigrants have led to surge in demands for various types of meat to feed
the growing population. With such growing trends various farming companies have been set up
to cater to increased meat production. Meat & Livestock Australia Ltd (MLA) is an Australia’s
leading meat manufacturer and supplier, focused on research, development which is bringing
benefits to sheep, cattle and goat producers. The Company is working with Australian
Government to widen the scope of the red meat industry. Its mission is to provide producer of
meat with profitability, sustainability along with global competitiveness (Johnston, 2009). R&D
is the most important prerogative of the Company by giving regional consultation. The scope of
this report deals with research methodology and procedure along with literature analysis
undertaken. This project includes a detailed report of the ways and means adopted to understand
research procedure.
1.1 Background to the Study
Consumption of meat plays key role in food intake of Australian. Australian people spend 44
percent of expenditure on beef (Meat and Livestock, Retrieved on 9th October 2017). In year of
2011, people of Australia consumed 111kg of meat per person out of which 33kg accounts for
beef (Wong, Selvanathanand Selvanathan, 2013). According to data in 1970’s beef consumed
was near about 80% but in 2014 it had been decreased to less than 50% (ABARE 2014).
According to research by D.A. Jolly (1983) it has been observed decline in consumption of beef
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by 19 percent from 94.4 to 76.5 pounds. Meat and Livestock Australia (MLA, 2017) concerns
about decrease consumption of food which is the main challenge for them. It provides wide
variety of meat to consumers which are fresh. It main focus is to construct and maintain the
demand of consumers. According to American Meat institute in 1880, 10 percent of families
were eating new meat as compared to earlier years while 56 percent were taking same amount
(Polkinghorne, 2008). This research study attempts to sort out problem relating to decrease
consumption of beef in the past decade. If we know the reasons, it’s easy to overcome the
limitations of beef.
Figure 1: Consumption of Meat in Australia
Source: (Conversation, Retrieved on 9th October 2017)
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2.0 Problem Definition
Analysing the potential background and relevance of the study it can be understood that meat
consumption has an increasing important role to play in daily lives of individuals. Thus, all
research and similar endeavors in development of companies within this industry is focused on
increasing the meat production that can in turn lead to increasing consumption related to beef. As
consumption and demand related to beef consumption is steadily decreasing, there needs to be a
supporting model that allows to understand ways in which such demands can be spurted of price
of such meat reduced. The core problem of the study surrounds identifying potential factors that
leads to such demands and manner by which it can be increased.
Figure 2: Australia's Per Capita Meat Consumption
Source: (chicken.org, Retrieved on 9th October 2017)
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2.1 Research Objectives
The objectives for the research are derived from problem definition as given identified below;
 Research Objective 1: To identify local customer’s preferences of meat
 Research Objective 2: To determine various factors affecting consumer’s beef
consumption
 Research Objective 3: To understand various ways in which a farm increases its cattle
production to decrease price and make beef more affordable
 Research Objective 4: To analyse ways and means by which farms reduces negative
factors affecting cattle
 Research Objective 5: To understand gaps existing amongst demand and expectations
in cattle farming
2.2 Research Question
The scope of the study in order to attain the objectives are the following research question given
below;
 Research Question 1: What ways local customer’s preferences of meat can be
determined?
 Research Question 2: What are the various factors affecting consumer’s beef
consumption?
 Research Question 3: Which ways a farm increases it’s cattle production to reduce price
of beef.
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 Research Question 4: How farms reduce negative factors affecting cattle?
 Research Question 5: What are the existing gaps amongst demand and expectations in
cattle farming?
3.0 Literature Review
In order to conduct any type of study, it becomes essential to determine a literary sources for the
same. Evaluating necessary literature sources will allow determine adequate sources that have
undertaken analysis of ways in which production of beef can easily be enhanced. Following are
some literature sources that has been encompassed for attaining goals of the study. A.Flysjö, A,
C. Cederberg, M. Henriksson and S. Ledgard (2012) article The interaction between milk and
beef production and emissions from land use change–critical considerations in life cycle
assessment and carbon footprint studies of milk (Flysjö, 2012). This article evaluates relation
between ways and means in which milk production can be linked with beef production and in
turn its consumption. J. L. Capper and D.J. Hayes (2012) article The environmental and
economic impact of removing growth-enhancing technologies from US beef production (Capper,
2012). This article evaluates environmental impact along with economic impact of various
technologies that are used for enhancing beef production that can reduce its price and increase
demands subsequently. Farms uses strained spaces and technology enhanced mechanisms such
that they can accommodate more beef production. Cattle rearing has increased to a great amount
in recent times especially across various farms in Australia. Farms have appointed highly
qualified veterinary doctors such that they can aid in vaccination and a medically fitter cattle for
the future. Farms are devising better grazing fields for breeding more healthier cattle such that
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they can generate more beef than usual. However, consumer preferences towards consuming
beef has greatly been diverted into eating more chicken, pork and sheep meat. Various
consumers are identifying the effects associated with eating beef with health related issues as
constipation, piles and so on.
Figure 3: Australia's Meat Prices
Source: (Conversation, Retrieved on 9th October 2017)
Due to slowing down of supplies in beef production, there has been a sharp increase in prices of
overall beef rates. Such price hikes makes it integral to increase overall beef production
processes to lower market rates. T. J.Klopfenstein, G. E.Erickson and V. R. Bremer (2008)
BOARD-INVITED REVIEW: Use of distillers by-products in the beef cattle feeding industry
(Klopfenstein, 2008). This article evaluates distillers that are used by farming companies in order
to feed their cattle. It has been identified as ways and means that can significantly lead to
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increase in weight of the cattle therefore leading to increasing in beef productions. Demand gaps
for a prolonged period in beef led to insurgence of chicken as being the alternative and more
affordable form of meat that Australians are selecting relative to other meat.
N. Pelletier, R. Pirog and R. Rasmussen (2010) Comparative life cycle environmental impacts of
three beef production strategies in the Upper Midwestern United States (Pelletier, 2010). Beef
production cycle has been analysed in this article and has been divided into three stages. This
article analyses ways in which a particular stage can contribute to a cattle being more productive
compared to others. Some time back there was tremendous meat shortage that was felt across
Australia, that led to increase in beef prices and resorting to other forms of meat. Government
along with local bodies took endeavor to increase production of beef meat rising needs of its
population. But there is a growing trend of vegetarian and animal rights activists which has
dampened prospects related to beef consumptions. Consumers hence are selecting other
alternative forms for beef that have similar tastes or flavors.
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Figure 4: Average number of animals in Australia Farm
Source: (Conversation, Retrieved on 9th October 2017)
The above figure identifies approximately the number of farms across Australia that are largely
emerging and growing in context. The Federal government is also providing impetus and support
to cattle farming farms to establish and grow their businesses to steep-up end process of beef
production. Most of the farms are resorting to production of chicken and sheep rather than
rearing of beef meat. M. S. Bowman, B. S. Soares-Filho, F. D. Merry, D. C. Nepstad, H.
Rodrigues and O.T. Almeida (2012) Persistence of cattle ranching in the Brazilian Amazon: A
spatial analysis of the rationale for beef production (Bowman, 2012). This article is a critical
source in identifying ways and means by which various countries are making use of research
procedures for increasing cattle production within their country. T. L. T. Nguyen, J. E.
Hermansen and L. Mogensen (2010) Environmental consequences of different beef production
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systems in the EU (Nguyen, 2010). This article analyses critically the environmental aspects
arising from enhancing beef productions and their subsequent consequences. This approach is an
environmental approach that identifies issues and challenges with rearing of large number of
cattle in a farm situation.
Figure 5: Top Meat eating Countries in World
Source: (Insider, Retrieved on 9th October 2017)
Amongst various countries around the world that leads in consumption of meat, Australia has
been identified as being the leading player. Australia has topped all statistics overtaking U.S and
other countries in their meat consumption rates. C. A. McAlpine, A. Etter, P.M. Fearnside, L.
Seabrook, and W.F. Laurance (2009) Decreasingworld consumption of beef as a driver of
regional and global change: A call for policy action based on evidence from Queensland
(Australia), Colombia and Brazil (McAlpine, 2009). This article identifies various policy
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changes that had to be incorporated for the purpose of making countries ready towards beef
production and consumption. Beef has been identified to a leading driver of change around the
world that has called for changes in policy and various other regulations. As per capita income is
expected to rise along with economic development in Australia, there is expected to be a steeper
rise in demand for beef felt across the Country. But cattle needs to be raised in environmentally
friendly and suitable conditions and advertised for their quality to gain overall consumption of
beef.
4.0 Research Methods
Research methodology is the most integral part for any study and describes step by step ways in
which a certain research progresses (Gomm, 2008). Being most critical part of the study, it needs
special attention. Thus, this section highlights a detailed sketch of the methodology that has been
included for this study along with data collection processes for arriving at goals and objectives
for the study.
4.1 Research Philosophy
A research philosophy provides the overall basis on which a particular study progresses by
identifying the underlying aspects (Hair, 2007). The scholar has selected rhetoric philosophy
from epistemology, ontology, axiology and rhetoric philosophies. In rhetoric research
philosophy, aim of the scholar is to break down the study to conduct detailed investigation into
research procedure for arriving at judgments for the study.
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4.2 Research Approach
In determining research approach a scholar selects qualitative and quantitative techniques and
deductive or inductive approaches (Liamputtong, 2013). Qualitative research approach is
selected for this study which reminiscent information by of subjective study. Quantitative
approach on the other makes use of measurable data as well as information for procuring
explanations for the study.
In inductive research approach observation is undertaken which then leads to arriving at results
for forming theories (Koul, 2009). Deductive approach is based on application of theories that is
undertaken for inferring results. For the purpose of this study, scholar has undertaken selection of
qualitative research approach with deductive techniques for inferring results.
4.3 Research Design
An appropriate research design for attaining efficiency and effectiveness of a research is selected
(Dul, 2007). A suitable research design is selected as it helps in establishing an appropriate
research process for the study. There are predominantly four types of research designs as
predictive, descriptive, explanatory and exploratory design. For the purpose of this study, the
scholar has selected explorative research design, where a dearth of information will be
undertaken and explored from various aspects of the study (Maree, 2007). The study will aim at
analysing data and information in regards to literary journals and then aim at establishing results
for the study.
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4.4 Research Method
A research method are set of tools that are used in a research for collecting information and data
with respect to the research. A frame of research method is selected such that it enables
establishing objectives of the research (McGivern, 2013). There are various methods that are
used in research procedures for establishing their aims such as observation, survey, interviews,
focus groups, questionnaires and so on. In this case the scholar did not have to make use of any
such tool as he mostly collected data from secondary sources.
4.5 Method of Data Collection
Data collection is the most important and crucial step for application related research
methodology (Time, 2012). Data is collected from mainly two methods primary sources and
secondary sources. Primary sources of data collection is first hand data collection that scholar
collects by himself. Primary data is collected by various methods as interviews, observation,
surveys and so on. Secondary sources of data refers to those that are collected from sources
secondary in nature as books, journals, websites, company magazines, newspaper and so on
(Cline, 2011). Due to time restrictions it was not possible for the scholar to collect primary level
data. Hence, the scholar has resorted to only secondary level data collection from various
relevant journals, articles and company magazines that highlighted the issue pertaining to
decreasingbeef production for meeting demands of population in Australia.
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4.6 Data Analysis Method
Data analysis methods is critical in a study as it entails final process of arriving at goals and
objectives for the study (Van Gog, 2008). In cases of quantitative data, statistical process and
procedures of data analysis is followed but as in this case scholar has mostly collected data of
qualitative nature, the study has resorted to qualitative analysis of data. The study has adopted
descriptive analysis of data for this study (Gallagher, 2009).
4.7 Ethical Issues in Research
In every research there is a scope for ethical consideration where a scholar can determine
whether to adopt to such procedures or to ignore them in totality (Love, 2012). In this research
process, the scholar has adopted all possible ethical standards to ensure that there was no
manhandling of information taking place. At every step of the research procedure has been noted
and true values related to budget or time schedules has been recorded for the purpose of ethics.
The scholar has not adopted any sort of biasness in any ways to affect results from analysis of
data (Kimmel, 2009).
4.8 Limitations of the Research
The study for analysing ways in decreasingbeef production for meeting sustained demands have
been conducted here. The study has resorted to detailed ways and means for analysing data and
information collected and then deriving necessary results from the same. However, the study has
made use of mostly secondary data and due to shortage of time, the scholar has not resorted to
using primary data. Thus, the study scope is limited with nature of limitedness of secondary data
source (Taylor, 2015). Though each of the secondary data source had been verified to assess
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reliability but it does suffer from the limitedness of secondary data validity. The study has made
use of qualitative data and has ignored quantitative data for the scope of analysis. Ignoring
quantitative data from the scope of analysis has led to avoiding any statistical analysis of
hypothesis related to the research problem. Thus, this study has scope for furthering its
development and decreasingits scope. The study’s scope can be enhanced in case quantitative
analysis is added along with taking into consideration other livestock related data.
5.0 Proposed Time Schedule
A time table is necessary to be undertaken in case of any research project to prevent further
delays and overrun in costs. For the purpose of this project, an estimated time schedule has been
prepared incorporating a suitable Gantt Chart. The below depicted Gantt Chart reflects is a brief
estimate of the various time durations that will be required for completing and updation of the
project for its complete delivery.
GANTT
CHART
Research for analysing ways in which MLA can increase beef
production
Topic
Days
1 2 3 4 5 6 7 8 9 10 11 12 13
1
4
1
5
Work Proposal
Introduction
Research Questions
Problem Statement
Literature Review
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Data Analysis
Solution from
Analysis
Recommendations
Conclusion
Presentation and
Viva
Figure 6: Gantt Chart for Time Schedule
Source: Author
A graphical representation for the time schedule is undertaken for providing a rough estimate of
delays or time that will be required for various activities of the project.
1
0 2 4 6 8 10 12 14 16
Presentation and Viva
Conclusion
Recommendations
Solution from Analysis
Data Analysis
Literature Review
Problem Statement
Research Questions
Introduction
Work Proposal
Series2
Topic
Figure 7: Time Schedule
Source: Author
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6.0 Approximate Budget
Ascertaining an appropriate budget for the study is critical to be undertaken. A step-by step
budget for the study has been incorporated reflecting the various heads under which expenditures
will be made. All efforts will be made to confirm to the said budget such that costs does not
exceed the same, however in cases of costs overrun such has been accommodated in
miscellaneous costs.
Expenditure Heads Amount (AUD)
Computer 500
Data Collection 1500
Data Analysis 1000
Internet Connection 600
Library Fees 800
Miscellaneous Expenses 500
Figure 8: Budget
Source: Author
Reference Lists
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Bowman, M. S.-F. 2012. Persistence of cattle ranching in the Brazilian Amazon: A spatial
analysis of the rationale for beef production. Land Use Policy, 558-568.
Capper, J. L. 2012. The environmental and economic impact of removing growth-enhancing
technologies from US beef production. Journal of Animal Science, 3527.
chicken.org. (Retrieved on 9th October 2017). Australia's Meat Industry.
http://www.chicken.org.au/industryprofile/page.php?id=4.4_Consumption.
Cline, R. R. 2011. Data collection methods. . Introduction to the Pharmacy Business
Administration Series.
Conversation, T. (Retrieved on 9th October 2017). Australia's demand for meat.
https://theconversation.com/three-charts-on-australias-declining-taste-for-beef-and-growing-
appetite-for-chicken-78100.
Dul, J. &. 2007. Case study methodology in business research. Routledge.
Flysjö, A. C. 2012. The interaction between milk and beef production and emissions from land
use change–critical considerations in life cycle assessment and carbon footprint studies of milk.
Journal of Cleaner Production, 134-142.
Gallagher, M. 2009. Data collection and analysis. Researching with children and young people:
Research design, methods and analysis, 65-127.
Gomm, R. 2008. Social research methodology: A critical introduction. Palgrave Macmillan.
Hair, J. F. 2007. Research methods for business.
Insider, B. (Retrieved on 9th October 2017). Meat Eating Countries in the World.
https://www.businessinsider.com.au/these-countries-eat-the-most-meat-and-the-us-isnt-no-1-
2015-7.
Johnston, D. J. 2009. Genetics of heifer puberty in two tropical beef genotypes in northern
Australia and associations with heifer-and steer-production traits. Animal Production Science,
399-412.
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Kimmel, A. 2009. Ethical issues in behavioral research: Basic and applied perspectives. . John
Wiley & Sons.
Klopfenstein, T. J. 2008. BOARD-INVITED REVIEW: Use of distillers by-products in the beef
cattle feeding industry. Journal of animal science, 1223-1231.
Koul, L. 2009. Methodology Of Educational Research. 4Enew E. Vikas Publishing House Pvt
Ltd.
Liamputtong, P. 2013. Qualitative research methods.
Love, K. e. 2012. Ethics in Social research. Emerald Group Publishing.
Maree, K. 2007. First steps in research. . Van Schaik Publishers.
McAlpine, C. A. 2009. Decreasingworld consumption of beef as a driver of regional and global
change: A call for policy action based on evidence from Queensland (Australia), Colombia and
Brazil. Global Environmental Change, 21-33.
McGivern, Y. 2013. The practice of market research: an introduction. . Pearson Higher Ed.
Meat and Livestock, A. (Retrieved on 9th October 2017). Company Profile.
https://www.mla.com.au/.
Nguyen, T. L. 2010. Environmental consequences of different beef production systems in the
EU. Journal of Cleaner Production, 756-766.
Pelletier, N. P. 2010. Comparative life cycle environmental impacts of three beef production
strategies in the Upper Midwestern United States. Agricultural Systems, 380-389.
Peters, G. M. 2010. Red meat production in Australia: life cycle assessment and comparison with
overseas studies. Environ. Sci. Technol, 1327-1332.
Polkinghorne, R. T. 2008. Evolution of the Meat Standards Australia (MSA) beef grading
system. Australian Journal of Experimental Agriculture, 1351-1359.
Taylor, S. B. 2015 . Introduction to qualitative research methods: A guidebook and resource.
John Wiley & Sons.
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Time, C. 2012. Data Collection Methods. . Review of Sociology, 225-249.
Van Gog, T. P. 2008. Data collection and Analysis. Handbook of Research on Educational
Communications and Technology 3e, 763-806.
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introduction docx from which u have to processed further for literature review and further part for assignment and i
have attached sample assignment as well.please make sure that u will fulfill all requirement according to objectives
and research problem.include in text references .see more for details in task 2 criteria
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