Hedonic analysis of Wisconsin Beef Improvement Association Bull Sale and Development Program data revealed buyer preferences for calving ease, growth, production weight, and carcass merit traits. Attributes like calving ease direct Expected Progeny Differences (EPD), average daily gain, birth to yearling gain EPD, and rib-eye area consistently ranked higher and significantly influenced the bull’s sale price. Further analysis using a 2-Class Finite Mixture Model indicated distinct groups of buyers in the region who prioritized measured bull attributes and others who did not, confirming heterogeneity in buyer preferences.
